THE EFFECT OF ONE-SIDED AND TWO-SIDED MESSAGES AS A PERSUASIVE COMMUNICATION TECHNIQUE ON CRISIS MANAGEMENT PROCESS

In today’s societies, in which many structures perform their activities in an integrated manner, a change in a structure has a feature to affect operation processes by expanding to other structures. Situations where interactions are direct, intense and negative, not only create different problem areas for the institutions, but also sometimes cause crisis by going further. One of the most important points requiring attention in crisis periods, which needs to be managed systematically and consciously and makes crisis communication vital in this context, is procedures to follow and techniques to be used in transmitting information while establishing close contact. According to circumstances institutional structure may prefer one-sided messages or two-sided messages process as well. In the study, the coherence of one-sided or two-sided messages under what situations is assessed within the scope of rhetorical design. The type and dimension of the crisis, the structure of the sector, and to what extent and how the type of the crisis approach and perception of target group have a determining effect are taken into consideration while making all these assessments. In conclusion, the results revealing that one-sided messages are coherent for target groups who are not well-educated and access information through a single channel when short term effect is desired, and two-sided messages are to be used as communication technique during crisis periods are presented with reasoning