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Bu makalede, ulusal ve uluslararası krizlere neden olan faktörler açıklanarak, markaların kriz yönetimi süreci ve kriz iletişimi tartışılmıştır. Aralık 2019 tarihinde Çin’in Vuhan eyaletinde ortaya çıkarak tüm dünyaya yayılan ve 10 Mart 2020 tarihinde Türkiye’de görülen koronavirüs salgını, birçok sektörleri olumsuz etkileyen bir kriz ortamı meydana getirmiştir. Koronavirüs salgını sürecinde dijital dönüşümü gerçekleştiren, çalışanlarının sağlığını ve güvenliğini gözeten, toplumsal sosyal sorumluluk bilinciyle hareket edip özverili çalışmalar yürüten kuruluşlar kurumsal itibarlarını koruyarak krizi başarılı bir şekilde yönetmektedirler. Bu kriz yönetim sürecinde, sosyal medya platformlarının kullanımı büyük önem taşımaktadır. Bu araştırmada, markalara iletişim stratejilerini yansıtma olanağı sunan ve görsel ağırlıklı yapıya sahip olan Istagram platformu tercih edilmiştir. Araştırma kapsamında, kriz iletişiminde sosyal medya kullanımı bağlamında pandemi sürecinde Türkiye’nin en itibarlı 10 kadın giyim markasından biri olan Vakko’nun kriz iletişim stratejisi incelenmiştir. Vakko markasının resmi Instagram sayfasında koronavirüsü salgını sürecinde paylaşılan fotoğraflar ve yazılar içerik analiz yöntemi ile analiz edilmiştir. Vakko’nun salgının ilk günlerinden itibaren çalışanlarını ve toplumun sağlığını gözeten kararlar aldığı ve bu kararları düzenli olarak kamuoyu ile paylaştığı görülmektedir. 10.03.2020-01.06.2020 tarihleri arasında incelenen ‘Vakko’ markasının resmi instagram sayfası verilerine dayanarak, Vakko’nun çalışanlarının sağlığını gözeten ve toplum sağlığına önem veren tutumu ve müşterileriyle sürekli iletişim halinde olması ile kriz sürecini başarılı bir şekilde yönettiği düşünülmektedir.
In this article, the factors that lead to national and international crises are explained, the process of crisis management of brands and the crisis communication are discussed. The coronavirus epidemic, which spread throughout the world in December 2019 in the Chinese state of Vuhan and was seen in Turkey on March 10, 2020, has created a crisis environment that has a negative impact on many sectors. Organizations that carry out digital transformation during the coronavirus epidemic process, monitor the health and safety of their employees, act with the awareness of social responsibility and conduct dedicated work, safeguarding their corporate reputation, manage the crisis successfully. In this crisis management process, the use of social media platforms is of great importance. In this study, the Instagram platform, which offers brands the possibility to reflect their communication strategies and has a visual-focused structure, was preferred. In the framework of the study, the crisis communication strategy of Vakko, one of the 10 most prestigious women’s clothing brands in Turkey, has been studied in the context of the use of social media in crisis communication. Photos and posts shared during the coronavirus epidemic on Vakko's official Instagram page were analyzed using the content analysis method. From the first days of the epidemic, Vakko has taken decisions that monitor his employees and the health of the community and regularly shares these decisions with the public. 10.03.2020 – 01.06 Based on the official Instagram page data of the "Vakko" brand, which is reviewed between 2020, it is believed that Vakko has successfully managed the crisis process with its attitude to monitor the health of its employees and care for the public health and constant communication with its customers.
In this article, the factors that cause national and international crises are explained and the crisis management process of brands and crisis communication are discussed. The first human cases of coronavirus were identified in Wuhan, China, in December 2019 and spread throughout the World. On March 10, 2020 coronavirus outbreak in Turkey, adversely affecting many sectors has created a crisis atmosphere. Organizations that perform digital transformation in the coronavirus epidemic process, care for the health and safety of their employees, act with a sense of social social responsibility and carry out selfless efforts, successfully manage the crisis by protecting their corporate reputation. In this crisis management process, use of social media platforms has great importance. In this study, Istagram platform, which offers brands the opportunity to reflect their communication strategies and has a visual structure, was preferred. Within the scope of the research, Vakko' s, which is one of Turkey's most prestigious 10 female clothing brand, crisis communication strategy was examined in the pandemic process in the context of social media use in crisis communication. Photographs and articles shared during the coronavirus epidemic on the official Instagram page of Vakko brand were analyzed by content analysis method. It is observed that Vakko has made decisions that take care of the employees and the health of the society since the first days of the epidemic and shared these decisions with the public regularly. Based on the official instagram page data of Vakko Group, which was analyzed between 10.03.2020-01.06.2020, it is believed that Vakko Group successfully manages the crisis process with its attitude that cares about the health of its employees and attaches importance to public health, and is always in contact with its customers.
Field : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Journal Type : Uluslararası
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