Author :
Abstract
Küreselleşmenin getirdiği yoğun rekabet ortamında kurumların kendilerini halka nasıl yansıttıkları gittikçe önem kazanmaktadır. Ayrıca kurumların mal veya hizmet üretmesinin yanında halkla kurmuş oldukları ilişkiler itibar düzeylerini de etkilemektedir. Bu kapsamda kurumlar için; tutarlı, dengeli ve kesintisiz bir iletişim performansı kaçınılmaz hale gelmiştir. Kurumların halkla olan ilişkilerinde hedeflerine ulaşması ve kurum vizyonunun yeniden tanımlanmasına sebebiyet veren çevresel faktörlere uyum sağlaması kilit bir süreçtir. Bu hedef ve uyum sağlama süreci ise iletişim kaynaklarının sistematik kullanımını gerektirmektedir. Bu kapsamda kavramsallaşan Kurumsal İletişim Yönetimi; halkla ilişkiler gereksinimlerini karşılayan çerçevenin belirlenmesi, kurumsal itibarın oluşturulması/geliştirilmesi/korunması ve nihai olarak kurumsal sürdürülebilirliğin sağlanması adına son derece önemlidir. Bu çalışmada, iletişim kaynaklarının oluşturulmasına ve kullanılmasına dayanan kurumsal iletişim yönetimi ile halkla ilişkiler arasındaki ilişki irdelenmiştir. Çalışma içeriğinde kullanılan “kurum” ifadesi hem kamu hem de özel kurumlara ithafen kapsayıcı bir anlam ihtiva etmektedir. Çalışmanın sonunda kurumsal iletişim yönetimini benimsemiş kurumların, halkla ilişkiler konusunda daha başarılı olabileceği ve bu kapsamda kurumsal iletişim yönetimi ile halkla ilişkiler arasında pozitif ve doğrusal bir ilişki olduğu sonucuna ulaşılmıştır.
Keywords
Abstract
It is very important how the institutions reflect themselves to the public in the competitive environment of globalization. In addition to producing goods or services for corporations, the relationships they have established with the public also affect their reputation levels. For this purpose; consistent, balanced and uninterrupted communication performance has become inevitable. In addition, it is a key process for institutions to reach their targets in their relations with the public and to adapt to the environmental factors that cause the redefinition of the corporate vision. This goal and adaptation process require the systematic use of communication resources. In this context, the conceptualized Corporate Communication Management; it is extremely important to identify the framework that meets the needs of public relations and to create / develop / protect the corporate reputation and ultimately ensure corporate sustainability. In this study, the relationship between corporate communication management and public relations, which is based on the creation and use of communication resources, was examined. The term “institution” used in the work context includes a comprehensive meaning that is dedicated to both public and private institutions. At the end of the study, it has been concluded that the institutions that have adopted corporate communication management can be more successful in public relations and in this context, there is a positive and linear relationship between corporate communication management and public relations.
Keywords
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