KRİZ YÖNETİMİNDE KRİZ İLETİŞİMİNİN ÖNEMİ: NİKE ÖRNEĞİ

Yıl 2020, Cilt: 6 Sayı: 1, 65 - 92, 01.04.2020

Saliha Meltem Koç Kaplan

Öz

Günümüzde kurumların faaliyetlerini sürdürebilmeleri, içinde bulunduğumuz
ekonomik ve politik koşullar nedeniyle yeterince zor olmakla birlikte, beklenmedik
zamanlarda ortaya çıkan krizler, kurumların sürdürülebilir başarılarını, hatta kimi
zaman varlıklarını tehlikeye sokabilmektedir. Kurumun büyüklüğü, sektördeki
yeri, ekonomik gücü gibi unsurlar dahi kurumun krizle karşı karşıya kalmasını
veya krizle karşı karşıya kaldığında zarar görmesini engelleyememektedir. Kriz
esnasında uygulanacak kriz iletişiminin önemini kavrayamayan kurumlar krizden
çok büyük zararla çıkmaktadırlar. Literatür taraması yapılarak hazırlanan bu
çalışmanın konusu, kriz iletişiminde uygulanabilecek başlıca strateji ve taktiklerin
incelenmesi ve örnek vaka çalışmasının değerlendirilmesidir. Çalışmanın amacı;
kurumlara krizle başa çıkabilmeleri için uygulanabilecek kriz iletişim stratejileri
hakkında bilgi vermek ve güçlü bir geçmiş ve ekonomik yapıya sahip Nike’ın
yaşadığı kriz sürecini, kriz iletişim stratejilerini ve etkilerini değerlendirerek
kurumlar için örnek teşkil etmesine yardımcı olmaktır. Çalışmanın bulgularında,
krizin etkilerinin, kurumun uygulayacağı iletişim stratejileri ile azaltılıp
çoğaltabileceği, bununla birlikte kurumların karşı karşıya kaldıkları krizlerde
kullandıkları kriz iletişim stratejilerini ancak etik, gerçeğe dayalı temeller
üzerine oturttuklarında krizle başa çıkma konusunda başarı sağlayabilecekleri
gözlemlenmiştir.

Anahtar Kelimeler

Kriz,, Kriz İletişimi, Kriz Yönetimi, Etkili Kriz Yönetimi

THE IMPORTANCE OF CRISIS COMMUNICATION IN CRISIS MANAGEMENT: NIKE CASE

Öz

existence because of the economic and political circumstances, when a crisis
occurs at the most unexpected time for the company, it endangers the sustainable
success of the company and even risks the existence of the company. Even the
facts such as size, economic power of the company or position within the sector
cannot prevent the company from facing a crisis or from suffering because of a
crisis. If companies do not understand the importance of crisis communication
in a crisis, they suffer tremendously during and after the crisis. This article is
prepared with literature review and the subject of this article is to examine the
essential strategies and tactics of crisis management and crisis communication
and evaluate the case study. The object of this article is to inform companies
regarding applicable crisis communication strategies in order to cope with the
crisis and to evaluate crisis communication strategies and tactics of Nike’s,
who has a strong history and economical structure, so that the companies can
take it as an example to lighten their way. In the findings of the study, it has
been observed that the effects of the crisis could be reduced or multiplied due
to the communication strategies applied by the company and furthermore, that
the companies can achieve success in dealing with the crisis if only their crisis
communication strategies are used ethically and based on accurate information.

Anahtar Kelimeler

Crisis, Crisis Communication, Crisis Management, Effective Crisis, Management

Kaynakça

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