Araştırma Makalesi
BibTex RIS Kaynak Göster

HALKLA İLİŞKİLERDE KRİZ İLETİŞİMİ VE İLİŞKİ SÜRDÜRME STRATEJİLERİNİN KULLANIMI: SAĞLIK BAKANLIĞI’NIN PANDEMİ DÖNEMİ TWITTER İÇERİKLERİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2023, Cilt: 8 Sayı: 1, 69 - 86, 31.05.2023
https://doi.org/10.47107/inifedergi.1242174

Öz

Halkla ilişkilerin ilişki yönetimi olarak ele alınmasını sağlayan ilişki paradigması, kurumlar ile hedef kitleler arasında uzun dönemli ve olumlu ilişkilerin oluşturulması, geliştirilmesi ve sürdürülmesini amaçlamaktadır. İlişki paradigması, arzu edilen kurum-hedef kitle ilişkilerinin varlığı için ise ilişki sürdürme stratejilerine başvurulması gerekliliğini öngörmektedir. İlişki sürdürme stratejileri, kurumların hem olağan koşullarda hem de kriz gibi olağanüstü durumlarda hedef kitleleriyle olan ilişkilerinin yönetimi için bir çerçeve sunmaktadır. Beklenmedik zamanlarda ortaya çıkan krizler, kurum performanslarını önemli ölçüde etkileyebilme ve olumsuz sonuçlara yol açabilme özelliğinin yanı sıra paydaş beklentilerinin karşılanmasını da tehdit eden durumlardır. Bilgi ve iletişim teknolojilerindeki gelişmeler sonucu gündeme gelen sosyal medya ise sahip olduğu hız ve anındalık özellikleri ile kriz dönemlerinde ilişki sürdürme stratejilerinin uygulamaya aktarılmasında kullanılabilecek bir kapasite önermektedir. Bu çalışma, sosyal medyanın kriz dönemlerinde ilişki sürdürme stratejileri yönünden kullanımını ortaya koymak üzere planlanmıştır. Literatürde konunun kamu kurumları perspektifinden ele alınmamış olduğunun tespit edilmesi nedeniyle bu çalışmada kamu kurumlarına odaklanılmış ve tüm dünya gündeminde önemli yer edinen Covid-19 sağlık krizi döneminde Sağlık Bakanlığı ile Sağlık Bakanı’nın sosyal medya faaliyetleri incelenmiştir. Çalışmada, bakanlık ile bakan tarafından pandemi krizi döneminde paylaşılan içeriklerin nitel araştırma yöntemlerinden içerik analizi tekniği kullanılarak incelendiği bir araştırma yürütülmüştür. Çalışma kapsamında, 11 Mart 2020 ile 16 Mayıs 2022 tarihleri arasında paylaşılan içerikler analize tabi tutulmuştur. Araştırmada dönemsel bir bölümleme yapılmış; ilk vakanın ortaya çıktığı 11 Mart 2020 ile 30 Mayıs 2022 tarihine kadar olan süreçte Covid-19 kısıtlamalarında yapılan resmi değişiklikler ile bağlantılı biçimde araştırmada üç farklı dönem belirlenmiştir. Araştırmadan elde edilen bulgular incelendiğinde, Covid-19 sağlık krizi döneminde en sık başvurulan ilişki sürdürme stratejisinin görev paylaşımı olduğuna işaret etmiştir.

Kaynakça

  • Bente, M.F. (2010). Relations with the public versus public relations in the local public administration. Annals of The University of Oradea Economic Science Series. 19, (2), 1067-1073.
  • Boztepe, H. (2014). Halkla ilişkiler ve ilişki yönetimi. İstanbul: Der Yayınları.
  • Bruning, S. D. & Ledingham, J. A. (2000). Organization and key public relationships: testing the influence of the relationship dimensions in a business-to-business context. J. A. Ledingham & S. D. Bruning (Ed.). Public relations as relationship management a relational approach to the study and practice of public relations (s. 159-173), Mahwah: Lawrence Erlbaum Associates.
  • Cheng, Y. (2018). Looking back, moving forward: a review and reflection of the organization-public relationship (OPR) research. Public Relations Review, 44(1), 120-130.
  • Cheng, Y., & Cameron, G. (2017). The status of social-mediated crisis communication (SMCC) research. Social Media and Crisis Communication, 9-20.
  • Cheng, Y., & Lee, C. J. (2019). Online crisis communication in a post-truth Chinese society: evidence from interdisciplinary literature. Public Relations Review, 45(4), 101826.
  • Christensen, T., & Lægreid, P. (2020). The coronavirus crisis—crisis communication, meaning-making, and reputation management. International Public Management Journal, 1–17.
  • Coombs, W. T. (2014). Applied crisis communication and crisis communication cases and exercises. California: Sage Publications.
  • Coombs, W. T. (2011). Political public relations and crisis communication a public relations perspective. Jesper Strömback ve Spiro Kiousis (Ed.), Political public relations principles and applications. (s. 214-234). New York: Routledge.
  • Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
  • Eriksson, M. (2018). Lessons for crisis communication on social media: a systematic review of what research tells the practice. International Journal of Strategic Communication, 1–26.
  • Fearn-Banks, K. (2011). Crisis communication a casebook approach, 4th edition, New York: Routledge.
  • Feriuk, T. A., Botero, I. C. ve Pace, K. M. Crisis response effectiveness: methodological considerations for advancement of empirical research about response impact. Coombs, W. T. & Holladay, S. J. (Ed.), The handbook of crisis communication, (s. 31-52), West Sussex: Wiley & Sons.
  • Grunig, J. E. & Huang, Y. (2000). From organizational effectiveness to relationship indicators: antecedents of relationships, public relationships, public relations strategies and relationship outcomes. Ledingham, J.A. & Bruning, S.D. (Ed.), Public relations as relationship management: a relational approach to the study and practice of public relations, (s. 23-54). Mahwah, NJ: Lawrence Erlbaum.
  • Grunig, J. E. (2006). After 50 years: The value and values of public relations. The Institute for Public Relations 45th Annual Distinguished Lecture. New York, 1-7.
  • Güzelcik Ural, E. (2006). Stratejik halkla ilişkiler uygulamaları. İstanbul: Birsen Yayınevi.
  • Ha, J. H., & Boynton, L. (2014). Has crisis communication been studied using an ınterdisciplinary approach? a 20-year content analysis of communication journals. International Journal of Strategic Communication, 8(1), 29–44.
  • Hon, L. C. & Grunig, J. E. (1999). Guideliness for measuring relationships in public relations. Institute For Public Relations.
  • Huang, Q., Jin, J., Lynn, B. J., & Men, L. R. (2021a). Relationship cultivation and public engagement via social media during the covid-19 pandemic in China. Public Relations Review, 47(4), 102064.
  • Huang, Q.S., Lynn, B.J., Dong, C., Ni, S. (2021b). Relationship cultivation via social media during the covid-19 pandemic: a cross-cultural comparison between China and the U.S. International Public Relations Research Conference.
  • Jo, S. & Kim, Y. (2003). The effect of web characteristics on relationship building. Journal of Public Relations Research, 15 (3), 199 – 223.
  • Ki, E., & Childers Hon, L. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management, 10(1), 27–43.
  • Ki, E.-J., & Hon, L. C. (2008). A measure of relationship cultivation strategies. Journal of Public Relations Research, 21(1), 1–24.
  • Ledingham, J. A. (2006). Relationship management: a general theory of public relations. C. H. Botan & Vincent. Hazleton (Ed.), Public relations theory II (s. 412-428). Lawrence Erlbaum. Associates NewYork: Routledge
  • Ledingham, J. A. (2006). Public diplomacy: a specific governmental public relations function. C. H. Botan & Vincent. Hazleton (Ed.), Public relations theory II (s. 465-483). Lawrence Erlbaum. Associates NewYork: Routledge
  • Lee, K. (2009). How the Hong Kong government lost the public trust in SARS: insights for government communication in a health crisis. Public Relations Review, 35(1), 74–76.
  • Liu, B. F., Iles, I. A., & Herovic, E. (2020). Leadership under Fire: how governments manage crisis communication. Communication Studies, 1–20.
  • Liu, W. & Huang Y. (2021). Does relationship matter during a health crisis: examining the role of local government- public relationship in the public acceptance of covid-19 vaccines, Health Communication.
  • Lovari, A., D’Ambrosi, L., & Bowen, S. A. (2020). Re-connecting voices. the (new) strategic role of public sector communication after the covid-19 crisis. Partecipazione E Conflitto, 13(2), 970-989.
  • Medina, R. Z., & Diaz, J. C. L. (2016). Social media use in crisis communication management: an opportunity for local communities?. Public Administration and Information Technology, 15, 321-335.
  • Men, L. R., O’Neil, J., & Ewing, M. (2020). From the employee perspective: organizations’ administration of ınternal social media and the relationship between social media engagement and relationship cultivation. International Journal of Business Communication, 232948842094996.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). NewYork: Sage Publications.
  • Park, H., & Reber, B. H. (2011). The organization-public relationship and crisis communication: the effect of the organization-public relationship on publics’ perceptions of crisis and attitudes toward the organization. International Journal of Strategic Communication, 5(4), 240–260. Pira, A. (2005). Halkla ilişkiler için okumalar. İstanbul: Dönence Basım ve Yayın Hizmetleri.
  • Plessis, C. (2018). Social media crisis communication: enhancing a discourse of renewal through dialogic content. Public Relations Review, 44(5), 829-838.
  • Seeger, M. W., Sellnow, T. L., & Ulmer, R. R. (1998). Communication, organization, and crisis. Annals of the International Communication Association, 21(1), 231–276.
  • Sellnow, T. L. ve Seeger, M. W. (2021). Theorizing crisis communication. 2nd edition. New Jersey: John Wiley & Sons.
  • Thomlison, T.D. (2000). An interpersonal primer with implications for public relations. J. A. Ledingham & S. D. Bruning, (Ed.), Public relations as relationship management: a relational approach to the study and practice of public relations (s. 177–203). Mahwah, NJ: Lawrence Erlbaum Associates.
  • Watson, T. & Noble, P. (2005). Evaluating public relations. London: Kogan Page.
  • Yang, S.-U. (2018). Effects of government dialogic competency: the mers outbreak and implications for public health crises and political legitimacy. Journalism & Mass Communication Quarterly.
  • Žigman, A., Ridzak, T., & Jemrić, M. D. (2021). Crisis management in public institutions- Croatian financial system and the covid-19 pandemic. Management: Journal of Contemporary Management Issues, 26(Special Issue), 1-16.
Yıl 2023, Cilt: 8 Sayı: 1, 69 - 86, 31.05.2023
https://doi.org/10.47107/inifedergi.1242174

Öz

Kaynakça

  • Bente, M.F. (2010). Relations with the public versus public relations in the local public administration. Annals of The University of Oradea Economic Science Series. 19, (2), 1067-1073.
  • Boztepe, H. (2014). Halkla ilişkiler ve ilişki yönetimi. İstanbul: Der Yayınları.
  • Bruning, S. D. & Ledingham, J. A. (2000). Organization and key public relationships: testing the influence of the relationship dimensions in a business-to-business context. J. A. Ledingham & S. D. Bruning (Ed.). Public relations as relationship management a relational approach to the study and practice of public relations (s. 159-173), Mahwah: Lawrence Erlbaum Associates.
  • Cheng, Y. (2018). Looking back, moving forward: a review and reflection of the organization-public relationship (OPR) research. Public Relations Review, 44(1), 120-130.
  • Cheng, Y., & Cameron, G. (2017). The status of social-mediated crisis communication (SMCC) research. Social Media and Crisis Communication, 9-20.
  • Cheng, Y., & Lee, C. J. (2019). Online crisis communication in a post-truth Chinese society: evidence from interdisciplinary literature. Public Relations Review, 45(4), 101826.
  • Christensen, T., & Lægreid, P. (2020). The coronavirus crisis—crisis communication, meaning-making, and reputation management. International Public Management Journal, 1–17.
  • Coombs, W. T. (2014). Applied crisis communication and crisis communication cases and exercises. California: Sage Publications.
  • Coombs, W. T. (2011). Political public relations and crisis communication a public relations perspective. Jesper Strömback ve Spiro Kiousis (Ed.), Political public relations principles and applications. (s. 214-234). New York: Routledge.
  • Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
  • Eriksson, M. (2018). Lessons for crisis communication on social media: a systematic review of what research tells the practice. International Journal of Strategic Communication, 1–26.
  • Fearn-Banks, K. (2011). Crisis communication a casebook approach, 4th edition, New York: Routledge.
  • Feriuk, T. A., Botero, I. C. ve Pace, K. M. Crisis response effectiveness: methodological considerations for advancement of empirical research about response impact. Coombs, W. T. & Holladay, S. J. (Ed.), The handbook of crisis communication, (s. 31-52), West Sussex: Wiley & Sons.
  • Grunig, J. E. & Huang, Y. (2000). From organizational effectiveness to relationship indicators: antecedents of relationships, public relationships, public relations strategies and relationship outcomes. Ledingham, J.A. & Bruning, S.D. (Ed.), Public relations as relationship management: a relational approach to the study and practice of public relations, (s. 23-54). Mahwah, NJ: Lawrence Erlbaum.
  • Grunig, J. E. (2006). After 50 years: The value and values of public relations. The Institute for Public Relations 45th Annual Distinguished Lecture. New York, 1-7.
  • Güzelcik Ural, E. (2006). Stratejik halkla ilişkiler uygulamaları. İstanbul: Birsen Yayınevi.
  • Ha, J. H., & Boynton, L. (2014). Has crisis communication been studied using an ınterdisciplinary approach? a 20-year content analysis of communication journals. International Journal of Strategic Communication, 8(1), 29–44.
  • Hon, L. C. & Grunig, J. E. (1999). Guideliness for measuring relationships in public relations. Institute For Public Relations.
  • Huang, Q., Jin, J., Lynn, B. J., & Men, L. R. (2021a). Relationship cultivation and public engagement via social media during the covid-19 pandemic in China. Public Relations Review, 47(4), 102064.
  • Huang, Q.S., Lynn, B.J., Dong, C., Ni, S. (2021b). Relationship cultivation via social media during the covid-19 pandemic: a cross-cultural comparison between China and the U.S. International Public Relations Research Conference.
  • Jo, S. & Kim, Y. (2003). The effect of web characteristics on relationship building. Journal of Public Relations Research, 15 (3), 199 – 223.
  • Ki, E., & Childers Hon, L. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management, 10(1), 27–43.
  • Ki, E.-J., & Hon, L. C. (2008). A measure of relationship cultivation strategies. Journal of Public Relations Research, 21(1), 1–24.
  • Ledingham, J. A. (2006). Relationship management: a general theory of public relations. C. H. Botan & Vincent. Hazleton (Ed.), Public relations theory II (s. 412-428). Lawrence Erlbaum. Associates NewYork: Routledge
  • Ledingham, J. A. (2006). Public diplomacy: a specific governmental public relations function. C. H. Botan & Vincent. Hazleton (Ed.), Public relations theory II (s. 465-483). Lawrence Erlbaum. Associates NewYork: Routledge
  • Lee, K. (2009). How the Hong Kong government lost the public trust in SARS: insights for government communication in a health crisis. Public Relations Review, 35(1), 74–76.
  • Liu, B. F., Iles, I. A., & Herovic, E. (2020). Leadership under Fire: how governments manage crisis communication. Communication Studies, 1–20.
  • Liu, W. & Huang Y. (2021). Does relationship matter during a health crisis: examining the role of local government- public relationship in the public acceptance of covid-19 vaccines, Health Communication.
  • Lovari, A., D’Ambrosi, L., & Bowen, S. A. (2020). Re-connecting voices. the (new) strategic role of public sector communication after the covid-19 crisis. Partecipazione E Conflitto, 13(2), 970-989.
  • Medina, R. Z., & Diaz, J. C. L. (2016). Social media use in crisis communication management: an opportunity for local communities?. Public Administration and Information Technology, 15, 321-335.
  • Men, L. R., O’Neil, J., & Ewing, M. (2020). From the employee perspective: organizations’ administration of ınternal social media and the relationship between social media engagement and relationship cultivation. International Journal of Business Communication, 232948842094996.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). NewYork: Sage Publications.
  • Park, H., & Reber, B. H. (2011). The organization-public relationship and crisis communication: the effect of the organization-public relationship on publics’ perceptions of crisis and attitudes toward the organization. International Journal of Strategic Communication, 5(4), 240–260. Pira, A. (2005). Halkla ilişkiler için okumalar. İstanbul: Dönence Basım ve Yayın Hizmetleri.
  • Plessis, C. (2018). Social media crisis communication: enhancing a discourse of renewal through dialogic content. Public Relations Review, 44(5), 829-838.
  • Seeger, M. W., Sellnow, T. L., & Ulmer, R. R. (1998). Communication, organization, and crisis. Annals of the International Communication Association, 21(1), 231–276.
  • Sellnow, T. L. ve Seeger, M. W. (2021). Theorizing crisis communication. 2nd edition. New Jersey: John Wiley & Sons.
  • Thomlison, T.D. (2000). An interpersonal primer with implications for public relations. J. A. Ledingham & S. D. Bruning, (Ed.), Public relations as relationship management: a relational approach to the study and practice of public relations (s. 177–203). Mahwah, NJ: Lawrence Erlbaum Associates.
  • Watson, T. & Noble, P. (2005). Evaluating public relations. London: Kogan Page.
  • Yang, S.-U. (2018). Effects of government dialogic competency: the mers outbreak and implications for public health crises and political legitimacy. Journalism & Mass Communication Quarterly.
  • Žigman, A., Ridzak, T., & Jemrić, M. D. (2021). Crisis management in public institutions- Croatian financial system and the covid-19 pandemic. Management: Journal of Contemporary Management Issues, 26(Special Issue), 1-16.
Toplam 40 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Halkla İlişkiler
Bölüm Makaleler
Yazarlar

Hatun Boztepe Taşkıran 0000-0002-3447-9174

Mahmut Enes Ağca 0000-0003-1944-5635

Yayımlanma Tarihi 31 Mayıs 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 1

Kaynak Göster

APA Boztepe Taşkıran, H., & Ağca, M. E. (2023). HALKLA İLİŞKİLERDE KRİZ İLETİŞİMİ VE İLİŞKİ SÜRDÜRME STRATEJİLERİNİN KULLANIMI: SAĞLIK BAKANLIĞI’NIN PANDEMİ DÖNEMİ TWITTER İÇERİKLERİNE YÖNELİK BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 8(1), 69-86. https://doi.org/10.47107/inifedergi.1242174