{"id":28989,"date":"2026-05-11T14:11:13","date_gmt":"2026-05-11T11:11:13","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=28989"},"modified":"2026-05-11T14:11:14","modified_gmt":"2026-05-11T11:11:14","slug":"prizma-atolyesinde-yaraticilik-ve-kriz-iletisimi-ele-alindi","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2026\/05\/11\/prizma-atolyesinde-yaraticilik-ve-kriz-iletisimi-ele-alindi\/","title":{"rendered":"Prizma At\u00f6lyesi\u2019nde Yarat\u0131c\u0131l\u0131k ve Kriz \u0130leti\u015fimi Ele Al\u0131nd\u0131\u00a0"},"content":{"rendered":"\n

Haber: G\u00f6knur Avci<\/strong><\/p>\n\n\n\n

Foto\u011fraf: Ganime \u0130layda K\u0131l\u0131\u00e7<\/strong><\/p>\n\n\n\n

Edit\u00f6r: \u00d6zg\u00fcr Recep Kocao\u011flu<\/strong><\/p>\n\n\n\n

\u0130stanbul, (\u0130\u00dc Haber Merkezi) \u2013 \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Ajans \u0130stanbul \u0130leti\u015fim b\u00fcnyesinde, Excel \u0130leti\u015fim i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen Prizma At\u00f6lyesi etkinli\u011finin ikinci oturumu d\u00fczenlendi. <\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Metin Erksan Cep Sinemas\u0131\u2019nda 8 May\u0131s Cuma g\u00fcn\u00fc ger\u00e7ekle\u015ftirilen etkinlikte, Excel \u0130leti\u015fim Kreatif Direkt\u00f6r\u00fc Murat Harput ve Excel \u0130leti\u015fim Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 G\u00fclnur \u015eahin sunum yapt\u0131. Etkinlikte ayr\u0131ca Excel \u0130leti\u015fim CEO\u2019su Bur\u00e7ak Ta\u015fk\u0131n Yurdakul da yer ald\u0131. <\/p>\n\n\n\n

Halkla ili\u015fkilerde yarat\u0131c\u0131l\u0131k ve strateji <\/strong><\/p>\n\n\n\n

E\u011fitim ve kariyer yolculu\u011fundan bahsederek s\u00f6zlerine ba\u015flayan Harput, teknik \u00fcniversite mezunu oldu\u011funu belirtti. Harput, ard\u0131ndan kendisini ajans sekt\u00f6r\u00fcnde buldu\u011funu ve kariyerine alayl\u0131 olarak devam etti\u011fini ifade etti.<\/p>\n\n\n\n

Yarat\u0131c\u0131l\u0131k \u00fczerine konu\u015fan Harput, yarat\u0131c\u0131l\u0131\u011f\u0131n belirli bir form\u00fcl\u00fc olmad\u0131\u011f\u0131n\u0131, ak\u0131l ve zek\u00e2 performans\u0131n\u0131n sonucunda ortaya \u00e7\u0131kan bir kavram oldu\u011funu s\u00f6yledi. Yarat\u0131c\u0131l\u0131\u011f\u0131n yaln\u0131zca bir ki\u015fiye ait olmad\u0131\u011f\u0131n\u0131 vurgulayan Harput, bunun kolektif bir s\u00fcre\u00e7 oldu\u011funu ve kolektif s\u00fcrecin sorumlulu\u011funu \u00fcstlenen ki\u015filere \u201ckreatif direkt\u00f6r\u201d denildi\u011fini ifade etti.<\/p>\n\n\n\n

Harput, kreatif direkt\u00f6rl\u00fck ve art direkt\u00f6rl\u00fck gibi kavramlar\u0131n PR d\u00fcnyas\u0131nda yer edinmesinde, Excel \u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 A.\u015e.\u2019nin kurucusu Figen \u0130sbir\u2019in \u00f6nemli rol oynad\u0131\u011f\u0131n\u0131 s\u00f6yledi. <\/p>\n\n\n

\n
\"\"<\/figure><\/div>\n\n\n

\u201cPR sadece ili\u015fki kurmak de\u011fil, ayn\u0131 zamanda o ili\u015fkiyi y\u00f6netmek\u201d\u00a0<\/strong><\/p>\n\n\n\n

Halkla ili\u015fkilerin (PR) ge\u00e7mi\u015finin \u00e7ok eski d\u00f6nemlere dayand\u0131\u011f\u0131n\u0131 ifade eden Harput, S\u00fcmer Uygarl\u0131\u011f\u0131\u2019nda tanr\u0131larla insanlar aras\u0131nda ili\u015fki kuran rahiplerin ilk PR \u00e7al\u0131\u015fanlar\u0131 olarak de\u011ferlendirilebilece\u011fini s\u00f6yledi. Harput, \u201c\u0130nan\u00e7larla ger\u00e7ekler aras\u0131nda ili\u015fki kurmak, insanlar\u0131n do\u011fas\u0131n\u0131 y\u00f6netmek ad\u0131na ili\u015fki geli\u015ftirmek o d\u00f6nemlerden ba\u015flayarak evrilip de\u011fi\u015fti ve bug\u00fcnk\u00fc dijital yap\u0131s\u0131na ula\u015ft\u0131\u201d ifadelerini kulland\u0131. <\/p>\n\n\n\n

PR \u00e7al\u0131\u015fanlar\u0131n\u0131n sahip olmas\u0131 gereken \u00f6zelliklere de de\u011finen Harput, g\u00fcn\u00fcm\u00fczde markalar\u0131n isimlerinden \u00e7ok ne yapt\u0131klar\u0131n\u0131n konu\u015fuldu\u011fu bir d\u00fcnyada ya\u015fand\u0131\u011f\u0131n\u0131 belirtti. Hangi markayla \u00e7al\u0131\u015f\u0131ld\u0131\u011f\u0131n\u0131n \u00f6nemli oldu\u011funu ifade eden Harput, as\u0131l \u00f6nemli olan\u0131n markalar\u0131n ne yapaca\u011f\u0131na karar verecek noktaya ula\u015fmak oldu\u011funu s\u00f6yledi. <\/p>\n\n\n\n

Ger\u00e7ek ve ger\u00e7eklik kavramlar\u0131na da dikkat \u00e7eken Harput, bir PR \u00e7al\u0131\u015fan\u0131n\u0131n ger\u00e7e\u011fi de\u011fi\u015ftiremeyece\u011fini ancak hik\u00e2ye anlat\u0131m\u0131, yarat\u0131c\u0131 bak\u0131\u015f a\u00e7\u0131s\u0131 ve zeka oyunlar\u0131yla ger\u00e7ekli\u011fin \u015fekillendirilebilece\u011fini vurgulad\u0131. <\/p>\n\n\n\n

Yapay zeka asistan, yarat\u0131c\u0131 zeka odak noktas\u0131 <\/strong><\/p>\n\n\n\n

Yapay zek\u00e2 ve yarat\u0131c\u0131 zek\u00e2 aras\u0131ndaki ili\u015fkiyi ele alan Harput, yapay zek\u00e2n\u0131n i\u015fleri insanlar\u0131n elinden alaca\u011f\u0131 y\u00f6n\u00fcndeki endi\u015felere kat\u0131lmad\u0131\u011f\u0131n\u0131 belirtti ve yapay zek\u00e2y\u0131 \u201c\u00e7ok iyi bir asistan\u201d olarak tan\u0131mlad\u0131. Ancak as\u0131l odak noktas\u0131n\u0131n yapay zek\u00e2 de\u011fil, yarat\u0131c\u0131 zeka oldu\u011funu ifade etti. <\/p>\n\n\n\n

Yarat\u0131c\u0131 zek\u00e2n\u0131n; zevk al\u0131nan, dopamin ve oksitosin \u00fcretilen, bilin\u00e7alt\u0131na girip \u00e7\u0131k\u0131lan ve etkile\u015fim kurulan bir alan oldu\u011funu s\u00f6yleyen Harput, bu nedenle yarat\u0131c\u0131 zek\u00e2n\u0131n \u00fcr\u00fcnlerine odaklan\u0131lmas\u0131 gerekti\u011fini vurgulad\u0131. Bu yakla\u015f\u0131m\u0131yla Harput, PR d\u00fcnyas\u0131nda yapay zek\u00e2n\u0131n rol\u00fcn\u00fc tan\u0131mlarken insan yarat\u0131c\u0131l\u0131\u011f\u0131n\u0131n \u00f6nemine dikkat \u00e7ekti.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kriz ileti\u015fiminde risk analizi ve haz\u0131rl\u0131k s\u00fcreci <\/strong><\/p>\n\n\n\n

Etkinli\u011fin ikinci oturumunda konu\u015fan \u015eahin, Marmara \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi mezunu oldu\u011funu, 16 y\u0131ld\u0131r Excel \u0130leti\u015fim\u2019de g\u00f6rev yapt\u0131\u011f\u0131n\u0131 ve bu s\u00fcre\u00e7te bir\u00e7ok kriz vakas\u0131 y\u00f6netti\u011fini belirtti. \u201cKriz \u00e7\u0131kmadan y\u00f6netilir\u201d prensibiyle hareket eden \u015eahin, sosyal medya arac\u0131l\u0131\u011f\u0131yla olaylar\u0131n art\u0131k \u00e7ok h\u0131zl\u0131 yay\u0131labilece\u011fini bu y\u00fczden krizin \u00e7ok h\u0131zl\u0131 ve e\u015fzamanl\u0131 olarak y\u00fcr\u00fct\u00fclmesi gerekti\u011fini vurgulad\u0131. Krizden \u00f6nce risk y\u00f6netiminin \u00f6nemine dikkat \u00e7eken \u015eahin, her markan\u0131n mutlaka bir kriz kitap\u00e7\u0131\u011f\u0131n\u0131n haz\u0131r olmas\u0131 gerekti\u011fini ve bu kitap\u00e7\u0131\u011f\u0131n g\u00fcncelli\u011fini korumas\u0131 gerekti\u011fini belirtti.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kriz \u00f6ncesi risk y\u00f6netimi <\/strong><\/p>\n\n\n\n

G\u00fcn\u00fcm\u00fczde tamamen g\u00fcvende kabul edilebilecek markalar\u0131n olmad\u0131\u011f\u0131n\u0131 s\u00f6yleyen \u015eahin, her markan\u0131n risklerle kar\u015f\u0131 kar\u015f\u0131ya kalabilece\u011fini belirtti. \u015eahin; ileti\u015fimcilerin g\u00f6revinin, risklere kar\u015f\u0131 haz\u0131rl\u0131k s\u00fcre\u00e7lerini planlamak ve markalar\u0131 olas\u0131 risklere kar\u015f\u0131 uyarmak oldu\u011funu s\u00f6yledi. Bu do\u011frultuda hareket ettiklerini ifade eden \u015eahin, \u201cBizler sanki kriz \u00e7\u0131km\u0131\u015f gibi farkl\u0131 senaryolar \u00fcretiyor, belirli d\u00f6nemlerde sim\u00fclasyonlar ger\u00e7ekle\u015ftiriyoruz\u201d dedi.<\/p>\n\n\n\n

Krizin markalarda mutlaka bir iz b\u0131rakaca\u011f\u0131n\u0131 belirten \u015eahin, bu etkinin en aza indirilmesi ya da krizin ortaya \u00e7\u0131kmadan engellenebilmesi i\u00e7in ileti\u015fimcilerin \u00f6nemli bir role sahip oldu\u011funu s\u00f6yledi. \u015eahin, ileti\u015fimcilerin; potansiyel risklerin tan\u0131mlanmas\u0131, kriz ekiplerinin olu\u015fturulmas\u0131 ve risk senaryolar\u0131yla yol haritalar\u0131n\u0131n haz\u0131rlanmas\u0131na katk\u0131 sunmas\u0131 gerekti\u011fini s\u00f6yledi.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\u201cKriz ileti\u015fiminde s\u00fcre\u00e7 i\u00e7ten d\u0131\u015fa y\u00f6netilir\u201d<\/strong><\/h5>\n\n\n\n

Kriz y\u00f6netiminin \u00f6ncelikli payda\u015f\u0131n\u0131n \u00e7al\u0131\u015fanlar oldu\u011funu belirten \u015eahin, kriz ileti\u015fimi s\u00fcrecinin i\u00e7ten d\u0131\u015fa ger\u00e7ekle\u015ftirilmesi gerekti\u011fine dikkat \u00e7ekti. Ayr\u0131ca kriz y\u00f6netiminin sadece sosyal medya arac\u0131l\u0131\u011f\u0131yla a\u00e7\u0131klama yapmak olmad\u0131\u011f\u0131n\u0131 belirten \u015eahin, yeri geldi\u011finde sessiz kalman\u0131n da iyi bir kriz y\u00f6netimi y\u00f6ntemi oldu\u011funu ifade etti. Kriz bittikten sonra ise s\u00fcrecin de\u011ferlendirilmesi ve gelece\u011fe y\u00f6nelik yeni haz\u0131rl\u0131k a\u015famas\u0131na ge\u00e7ilmesinin \u00f6nemine dikkat \u00e7ekti. <\/p>\n\n\n\n

Etkinlik, konu\u015fmac\u0131lara y\u00f6neltilen sorular\u0131n ard\u0131ndan, 11 May\u0131s\u2019ta ger\u00e7ekle\u015ftirilecek Prizma Workshop etkinli\u011fi i\u00e7in Excel \u0130leti\u015fim CEO\u2019su Bur\u00e7ak Ta\u015fk\u0131n Yurdakul\u2019un brief vermesiyle sona erdi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Haber: G\u00f6knur Avci Foto\u011fraf: Ganime \u0130layda K\u0131l\u0131\u00e7 Edit\u00f6r: \u00d6zg\u00fcr Recep Kocao\u011flu \u0130stanbul, (\u0130\u00dc Haber Merkezi) \u2013 \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Ajans \u0130stanbul \u0130leti\u015fim b\u00fcnyesinde, Excel \u0130leti\u015fim i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen Prizma At\u00f6lyesi etkinli\u011finin ikinci oturumu d\u00fczenlendi.  \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Metin Erksan Cep Sinemas\u0131\u2019nda 8 May\u0131s Cuma g\u00fcn\u00fc ger\u00e7ekle\u015ftirilen etkinlikte, Excel \u0130leti\u015fim Kreatif Direkt\u00f6r\u00fc Murat Harput […]<\/p>\n","protected":false},"author":14,"featured_media":28990,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[24,25,1,159,28,34,178,2085,2348,35],"tags":[3818,4121,3866,3566,4122,40,43,4123,3218],"class_list":["post-28989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bilim","category-egitim","category-genel","category-sag-manset","category-istanbul","category-universite","category-fakultemizden","category-manset-haber","category-manset-yani","category-yasam","tag-burcak-taskin-yurdakul","tag-excel-iletisim","tag-ganime-ilayda-kilic","tag-goknur-avci","tag-gulnur-sahin","tag-iletisim-fakultesi","tag-istanbul-universitesi","tag-murat-harput","tag-ozgur-recep-kocaoglu"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=28989"}],"version-history":[{"count":1,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28989\/revisions"}],"predecessor-version":[{"id":28999,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28989\/revisions\/28999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/28990"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=28989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=28989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=28989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}