A CRITICAL REVIEW OF STAKEHOLDER THEORY IN THE CONTEXT OF STRATEGIC COMMUNICATION MANAGEMENT

Yıl 2014, Sayı: 46, 23 - 36, 15.06.2014

İNCİ Çınarlı

Öz

Today organisations which are operating in a complex environment and network of relationships are engaging in strategic communication effort based on unavoidable dialogue with their stakeholders following a power/impact analysis of those stakeholders. In this article, with reference to the ‘Stakeholder Theory’ as a strategic management concept, the rationale of organizations grounds of analysing its stakeholders and/or publics of in order to establish dialogue has been discussed with a critical review. To this end, the problematic of defining and framing of ‘stakeholders’ and ‘publics’ concepts translated from English and used in Turkish public relations and management literature has been mentioned. On the other hand, how the ‘Stakeholder Theory’ creates an environment to meet stakeholders’ expectations, persuade stakeholders who may pose a problem, and as a consequence operates in accordance with organizational goals will also be analysed. Organisations might also seek concession to maintain hegemony to maximize their own interests and realise the organisational sustainability if required. Stakeholder management is essential for organisations in terms of strategic planning (identification of opportunities and threats), institutional legitimacy and the idea of corporate social responsibility (CSR). ‘Stakeholder Theory’ and other concepts such as ‘stakeholder engagement’, ‘CSR’, ‘sustainability’ and ‘corporate citizenship’ in this context, have been designed in order to create a ‘corporate ethos’ within utilitarian ethics framework, and to provide suitable setting for the implementation of neoliberal economy policies

Anahtar Kelimeler

Stakeholder Theory, Public Relations, Strategic Communication Management

STRATEJİK İLETİŞİM YÖNETİMİ BAĞLAMINDA PAYDAŞ KURAMI’NIN ELEŞTİREL BİR DEĞERLENDİRMESİ

Öz

Günümüzde karmaşık bir çevre ve ilişkiler ağı içinde faaliyet gösteren kuruluşlar, paydaşlarına yönelik güç/etki analizi yaparak bu paydaşları ile zorunlu diyaloga dayalı stratejik bir iletişim çabası içine girmektedirler. Bu makalede bir stratejik yönetim kavramı olan Paydaş Kuramı’ndan hareketle işletmelerin ve diğer kuruluşların neden paydaşlarını ve/veya hedef kitlelerini analiz ederek onlarla diyalog kurdukları eleştirel bir değerlendirme ile ortaya konulmuştur. Bu amaçla öncelikle makalede Türkçe halkla ilişkiler ve işletme literatüründe İngilizce’den tercüme edilerek kullanılan ‘paydaş’ (stakeholder) ve ‘hedef kitle’ (public) kavramlarına yönelik tanımlama ve çerçeveleme sorunsalı ele alınmıştır. Öte yandan Paydaş Kuramı’nın paydaşların beklentilerinin etkilenmesi, sorun teşkil edebilecek paydaşların ikna edilmesi ve sonuç olarak kuruluşun hedefleri ile uyumlu biçimde faaliyet gösterebilmesi için nasıl bir çevre oluşturduğu analiz edilmiştir. Hatta kuruluşlar gerektiğinde hegemonyalarını devam ettirebilmek için ödünleşme yoluna giderek kendi çıkarlarını maksimize ederler ve kurumsal sürdürülebilirliklerini gerçekleştirirler. Kuruluşların paydaşlarının yönetilmesi stratejik planlama (tehdit ve fırsatların belirlenmesi), kurumsal meşruluk ve kurumsal sosyal sorumluluk (KSS) düşüncesi açısından gereklidir. ‘Paydaş Kuramı’ ve yine bu bağlamda ‘paydaş katılımı’, ‘KSS’, ‘sürdürülebilirlik’ ve ‘kurumsal vatandaşlık’ gibi diğer kavramlar; faydacı bir etik anlayış çerçevesinde bir ‘kurumsal ethos’un oluşturulması ve neo-liberal ekonomi-politikalarının uygulanmasına uygun ortam sağlamak amacıyla tasarlanmışlardır. 

Anahtar Kelimeler

Paydaş Kuramı, Halkla İlişkiler, Stratejik İletişim Yönetimi

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