Kriz iletişim teorileri bağlamında sosyal medya krizi olarak Patiswiss örneği
Yükleniyor...
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Krizler her işletmenin farklı zamanda karşılaşması muhtemel istenmeyen durumlardır. İletişim literatürüne göre krizler yönetilebilir durumlardır. Krizlerin nasıl yönetilmesi gerektiği konusunda kriz iletişimi yaklaşımları zengin bir literatür sunmaktadır. Bu çalışmada Ankara merkezli Patiswiss çikolata markası CEO’sunun bir sosyal medya platformunda tüketiciyle girdiği polemik sonucu oluşan krizin marka tarafından yönetilme süreci halkla ilişkiler literatüründeki kriz iletişim yaklaşımları bağlamında analiz edilmiştir. Çalışmada nitel yöntemlerden içerik analizi tekniği ile veriler elde edilmiştir. Analiz için markanın resmi sosyal medya platformları olan Facebook, X (eski adı Twitter) ve Instagram’da 20 Nisan 2024 tarihi ile 1 Ağustos 2024 tarihleri arasında kriz süreci ile alakalı yaptığı paylaşımlar nitel içerik analizi ile incelenmiştir. Nitel verilerin analizi için NVivo programından istifade edilmiştir. Sonuç olarak markanın kriz yönetimi sürecinde özellikle marka CEO’sunun ciddi iletişim hataları yaptığı ve markanın da kriz iletişim sürecinde hatalı ve eksik kaldığı yönler olduğu görülmüştür. Çalışmada markaların kriz iletişim sürecinde sakin, planlı ve kriz iletişimi ilkelerine uygun davranmasının kriz yönetiminde olumlu sonuçlar doğuracağı iddia edilmektedir.
Crises are generally defined as events that occur unexpectedly, have a negative impact on the reputation of the organization and we have limited time to solve the crisis. There are different theories about crisis communication in the public relations literature. Some of them can be listed as Situational Crisis Communication Theory, Image Repair Theory and Apology Theory. The Situational Crisis Communication Theory is a scientific framework for which communication strategies an organization should use to protect its reputation during a crisis. This framework suggests choosing the most appropriate response strategy according to the type and characteristics of the crisis. According to Benoit's Image Restoration Theory, he summarized the strategies used by organizations to regain their reputation after events that damage their reputation under 5 headings. These strategies are; 1. Denial 2. Evasion of Responsibility 3. Reducing Offensiveness of event 4. Corrective Action 5. Apologizing (Mortification). Basically, The Apology Theory claims that organizations can regain their reputation by apologizing to the parties harmed by an event that has caused a crisis. Although both Benoit and Coombs highlighted the importance of apology as a crisis intervention strategy and included it in their list, neither of them has conducted in-depth empirical studies on the strategic use of apology. In this article, as a case study, the management of the crisis experienced by the chocolate brand Patiswiss, which erupted in Turkey on April 20, was evaluated in the context of crisis communication approaches in the literature and the existing deficiencies were identified. Thus, in similar crisis situations, it was emphasized what should be considered in the context of crisis communication in terms of public relations discipline. On April 20, 2024, the incident that would later turn into a major crisis for the brand started with a consumer's post on the LinkedIn platform that the Patiswiss brand chocolate he bought was moldy. The user shared, "Look at my coffee accompaniments I bought on a whim. This is the first time I've seen moldy chocolate, and the expiry date is still far away. There is probably a problem with the storage conditions in the supply chain process." He also tagged the CEO of the brand in this post. The CEO of the company published a response to this post on the same platform. In the reply text, he said, "These products will never get moldy, our lawyers will ask from those who criticize our brand without lowering the brand value of brand defamation, there is a giant Migros and us against you. Our lawyers will contact you, but I like to solve my own business myself". As this message spread rapidly on social media platforms, the brand's name and the CEO's response became the talk of the town. Subsequently, this issue was also covered in the national press in Turkey. Upon the escalation of the events, the CEO who shared the above-mentioned message announced his resignation from his position. In this study, qualitative research method, one of the scientific research methods, was preferred and content analysis technique was used to collect data. The content shared through official channels on the organization's social media platforms such as Facebook, X (formerly known as Twitter), Instagram and on its website were analyzed in relation to the crisis. Written and visual content published on the website and social media accounts were collected. These contents include corporate statements, social media posts, comments, etc. on the organization's official social media platforms Facebook, X, Instagram and the organization's website. The shared contents were analyzed with qualitative content analysis technique and it was tried to determine which of the crisis communication approaches the published contents correspond to. When the posts made by the organization on Facebook, Instagram and X platforms related to the crisis were analyzed, it was seen that very few posts were made on Facebook and Instagram platforms related to the crisis, and only one post was shared and the behavior of keeping silent about the issue was chosen. On the X platform, on the other hand, 9 separate posts were shared and it was seen that the most detailed posts about the crisis were made here. In this context, it was seen that social media platforms were not integrated and used with the same intensity during the crisis, and X account with 589 followers was used more actively in crisis communication instead of Instagram with approximately 92000 followers. When the social media posts made by the brand during the crisis were analyzed in the context of crisis communication theories, it was seen that posts that would correspond to the "denial strategy", "rebuilding strategy" and "diminish strategy" mentioned in the Situational Crisis Communication approach were made. The brand's social media posts were seen to correspond to Benoit's Image Restoration strategy of denial, corrective action, reducing offensiveness and mortification. It can be claimed that the posts made in the context of apology theory are insufficient in terms of what should be included in Hearit's effective apology text.
Crises are generally defined as events that occur unexpectedly, have a negative impact on the reputation of the organization and we have limited time to solve the crisis. There are different theories about crisis communication in the public relations literature. Some of them can be listed as Situational Crisis Communication Theory, Image Repair Theory and Apology Theory. The Situational Crisis Communication Theory is a scientific framework for which communication strategies an organization should use to protect its reputation during a crisis. This framework suggests choosing the most appropriate response strategy according to the type and characteristics of the crisis. According to Benoit's Image Restoration Theory, he summarized the strategies used by organizations to regain their reputation after events that damage their reputation under 5 headings. These strategies are; 1. Denial 2. Evasion of Responsibility 3. Reducing Offensiveness of event 4. Corrective Action 5. Apologizing (Mortification). Basically, The Apology Theory claims that organizations can regain their reputation by apologizing to the parties harmed by an event that has caused a crisis. Although both Benoit and Coombs highlighted the importance of apology as a crisis intervention strategy and included it in their list, neither of them has conducted in-depth empirical studies on the strategic use of apology. In this article, as a case study, the management of the crisis experienced by the chocolate brand Patiswiss, which erupted in Turkey on April 20, was evaluated in the context of crisis communication approaches in the literature and the existing deficiencies were identified. Thus, in similar crisis situations, it was emphasized what should be considered in the context of crisis communication in terms of public relations discipline. On April 20, 2024, the incident that would later turn into a major crisis for the brand started with a consumer's post on the LinkedIn platform that the Patiswiss brand chocolate he bought was moldy. The user shared, "Look at my coffee accompaniments I bought on a whim. This is the first time I've seen moldy chocolate, and the expiry date is still far away. There is probably a problem with the storage conditions in the supply chain process." He also tagged the CEO of the brand in this post. The CEO of the company published a response to this post on the same platform. In the reply text, he said, "These products will never get moldy, our lawyers will ask from those who criticize our brand without lowering the brand value of brand defamation, there is a giant Migros and us against you. Our lawyers will contact you, but I like to solve my own business myself". As this message spread rapidly on social media platforms, the brand's name and the CEO's response became the talk of the town. Subsequently, this issue was also covered in the national press in Turkey. Upon the escalation of the events, the CEO who shared the above-mentioned message announced his resignation from his position. In this study, qualitative research method, one of the scientific research methods, was preferred and content analysis technique was used to collect data. The content shared through official channels on the organization's social media platforms such as Facebook, X (formerly known as Twitter), Instagram and on its website were analyzed in relation to the crisis. Written and visual content published on the website and social media accounts were collected. These contents include corporate statements, social media posts, comments, etc. on the organization's official social media platforms Facebook, X, Instagram and the organization's website. The shared contents were analyzed with qualitative content analysis technique and it was tried to determine which of the crisis communication approaches the published contents correspond to. When the posts made by the organization on Facebook, Instagram and X platforms related to the crisis were analyzed, it was seen that very few posts were made on Facebook and Instagram platforms related to the crisis, and only one post was shared and the behavior of keeping silent about the issue was chosen. On the X platform, on the other hand, 9 separate posts were shared and it was seen that the most detailed posts about the crisis were made here. In this context, it was seen that social media platforms were not integrated and used with the same intensity during the crisis, and X account with 589 followers was used more actively in crisis communication instead of Instagram with approximately 92000 followers. When the social media posts made by the brand during the crisis were analyzed in the context of crisis communication theories, it was seen that posts that would correspond to the "denial strategy", "rebuilding strategy" and "diminish strategy" mentioned in the Situational Crisis Communication approach were made. The brand's social media posts were seen to correspond to Benoit's Image Restoration strategy of denial, corrective action, reducing offensiveness and mortification. It can be claimed that the posts made in the context of apology theory are insufficient in terms of what should be included in Hearit's effective apology text.
Açıklama
Anahtar Kelimeler
Patiswiss, Kriz, CEO, Sosyal Medya, Kriz İletişimi, Crisis, Crisis Communication, Social Media
Kaynak
Intermedia International E-journal
WoS Q Değeri
Scopus Q Değeri
Cilt
12
Sayı
22
Künye
Özgür, Ö. F. (2025). Kriz İletişim Teorileri Bağlamında Sosyal Medya Krizi Olarak Patiswiss Örneği. Intermedia International E-Journal, 12(22), 135-168.
