Hikaye Anlatımının Kurumsal İletişim Bağlamında Değerlendirilmesi: Mustafa Koç Örneği
Evaluation of Storytelling in The Context of Corporate Communication: The Case Study of Mustafa Koç

Summary/Abstract: Purpose – The aim of this study is to discuss the death news of Mustafa Koç, former manager of Koç Holding, in the context of corporate communication and to examine the storytelling elements in this news. In this context, it will be determined how Mustafa Koç as a leader and hence Koç Holding is reflected to the masses and which story patterns are used in this news. Design/methodology/approach – In this study, news about the death of Mustafa Koç was analyzing by using content analysis method. While the story themes in the news is subject to content analysis, the story patterns in Tobias' book "20 Master Plots and How to Build Them" are based on, and these patterns are adapted to business life. Findings – It was determined that 9 of these 20 story patterns were included in the news that examined. The news examined in this context are divided into categories within the scope of patterns. The categories cover the personal life, business life and death process of Mustafa Koç. Under these three main headings, how Mustafa Koç as a leader was reflected to the public in more detail was examined and again divided into categories. Thus, it was determined that Mustafa Koç was reflected to the public as a “sports lover”, “animal lover”, “respected and educated”, “fond of his family”, “successful”, “socially responsible and loved by everyone”. Discussion – Communication activities within certain limits are no longer sufficient for a strong corporate communication bond. When combined with the storytelling leader element, which can be used by both the corporates and the media, it adds a different dimension to the communication efforts of the institutions.

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