CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ

CEO’nun medya imajı, paydaşların şirketlerle ilgili algılamalarında önemli bir etkiye sahiptir. Diğer yandan dünyada teknoloji şirketlerinin yükselişi ile birlikte CEO’ların medyada yer almaları artmıştır. Gazeteciler, sanatçılara benzer bir yaklaşımla CEO’ların hem kişisel hem de iş hayatlarını haber konusu yapmaktadır. Medyanın bu ilgisi CEO’ların kişisel imajlarına etkisi olduğu gibi, şirketlerin kurumsal itibarına olumlu ya da olumsuz yansımaktadır. Bu çalışmada CEO’ların medyada ne kadar yer aldığı, nasıl bir imaja sahip oldukları ve şirketlerinin itibarıyla ilişkisi ele alınmaktadır. Bu amaçlara ulaşmak adına nicel içerik analizi yöntemi kullanılmıştır. Araştırmada incelenen şirketler ve CEO’ları Türkiye Capital dergisinin her yıl yaptığı “Türkiye’nin En Beğenilen Şirketleri” sıralamasına göre seçilmiştir. Bu çalışmada Capital dergisinin 2015 yılı sonuçlarına göre ilk 20 listesine giren şirketler araştırmaya dahil edilmiştir. Örneklem kapsamında Türkiye’de 2015 yılında en çok satılan ilk dört gazete (Zaman, Hürriyet, Posta, Sözcü) ile Dünya gazetesinin 2014-2015 yılları arasındaki sayıları incelenmiştir. Araştırma sonucunda CEO’lar hakkında çıkan haberlerin sayısı ile Capital dergisinin “Türkiye’nin En Beğenilen Şirketleri” listesi arasında bir ilişkiye rastlanılmamıştır. Öte yandan son yıllarda medyada CEO’ların magazin ünlüleri gibi yansıtılma eğilimi olmasına rağmen bu çalışmada yer alan CEO’larla ilgili haberlerde kişisel ve karizmatik yönlerinden çok az söz edilmiştir (%4,6). CEO’lar, en fazla profesyonel yeterlilikleri (%42.7) yönünden haberlerde yer almıştır.

Anahtar Kelimeler:

CEO, Kurumsal İtibar, İmaj

THE EFFECT OF CEO'S MEDIA PRESENTATION ON CORPORATE REPUTATION

The public opinion image of the CEO has an important influence on stakeholders' perceptions about the companies. On the other hand, with the rise of technology companies in the world, CEOs get more coverage from the media. Journalists make news about the personal and business lives of CEOs with a similar approach to artists. This interest of the media reflects positively or negatively on the reputation of the companies and personal images of the CEOs. This study aims to explore how much CEOs receive media attention, how they have an image, and relate to their companies’ reputation. Quantitative content analysis method has been used to reach these goals. Companies and CEOs selected according to Capital Türkiye magazine annual reputation research called "Turkey's Most Admired Companies" and we are selected from the top 20 2015 list. The sample consisted the first four best-selling newspaper in Turkey in 2015 (Zaman, Hürriyet, Posta, Sözcü) and Dünya between 2014 to 2015. Results indicate that there is not an association between "Turkey's Most Admired Companies" list and the number of CEOs’ news. On the other hand, although there has been a tendency for CEOs in the media to be reflected like celebrities in recent years, there has been little mention of personal and charismatic aspects of the CEOs in this study (4.6%). The CEOs mentioned mostly their professional competencies (42.7%).

Keywords:

CEO, Corporate reputation, Image,

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