Publication: Toplam Kalite Yönetimi uygulamalarına halkla ilişkilerin katkısı
Abstract
Günümüz işletmeleri yoğun bir rekabet atmosferi içerisinde varlıklarını devam ettirme çabasındadırlar. Klasik yönetim düşüncesine göre, yegane rekabet unsuru, maliyet (fiyat) olarak değerlendiriliyordu. Ancak çağımız işletmeleri ve yönetimleri yeni yaklaşım ve felsefelerle tanıştılar; Kalite yönetimi, Halkla ilişkiler, İnsan Kaynakları Yönetimi, vb. gibi... Pazarların artık kalite bilinciyle hareket ettiği, beklentilerin sürekli değişim gösterdiği ve isteklerin tatmin edilmesinin ancak mükemmel organizasyon ve yönetim sürecinde sağlanabileceği bir gerçektir. Kaliteli mal ya da hizmet üretmek, ancak kaliteli bir yönetim sistemiyle olur. Kaliteli bir yönetiminse, kaliteli bir halkla ilişkileri gerektirdiği açıktır. Her iki kavramda da ortak olan unsur, TKY'de kalite herkesin işidir, genel müdürden işgörenlere kadar, halkla ilişkilerde de genel müdürden kapıdaki görevliye kadar bir sorumluluk vardır. Her ikisinin de temel malzemesi insandır, eğitilmiş insan; çevresine saygılı, sorumluluk sahibi, öğrenen ve birikimini içinde olduğu sistemin tüm süreçlerinde kullanabilen insan. Sonuçta, sistem süreçlerinin çıktısı ister ürün, ister hizmet olsun her ikisinin de hedefi, müşteri memnuniyetidir. TKY'nin yeni bir kavram ve yönetim felsefesi olması sebebiyle kurumsallaşması müşterilere ve kamuoyuna işletmenin kendini anlatabilmesi, imaj ve saygınlığını pekiştirmesi için yoğun bir halkla ilişkiler desteğine ihtiyaç duyduğu görülmektedir. Dinamik bir çevrede TKY felsefesi ile halkla ilişkiler yaklaşımı insana, iletişim ve iyileştirme süreçlerine verilen önem noktasında buluşuyorlar. Her ikisi de memnuniyet ve mutluluk yaratma peşindedirler. Yöneticiler, kalite felsefesini yerleştirmek, devamlılığını sağlamak ve kalite imajı ile firma imajını birleştirmek, iç ve dış müşterilerin memnuniyetini sağlamak için halkla ilişkiler birimi ile sürekli daha iyi nasıl koordinasyon sağlarım? düşüncesinin peşinde olmalıdırlar.
Novadays, managements are struggling to continue their personality in a hıgh competition atmosphere. For classical management idea the only competition element was cost, but in this new century companies' managements have just met with new perspectives and new philosophies; Quality Management, Public Relations, Human Resources Managemenet, etc... The fact is, markets are aware of qualtiy. Expectations are chainging continiously and the only satisfaction way is perfect organisations in a management process Quality product on service providing is only based on qualified management system. Qualified management influences qualified public relations. There is one common root on this two concepts. Quality is everybodiy's business. From general manager to employees. There is a responsibility, form a general manager in a charge of public relations to a employee. The basic material of these two disciplines is person. Person, who has a responsibility, well educated, and respectfull to the nature. This kind of people searches, and uses this knowledge in all steps of the system, which includes him/ her inside. Finally the product of the process, either product or service, aims customers' pleasure. Because of Total Quality Management is a new concept and a new management philosophy, it needs a dense support of Public Relations to explain itself to the customers and public opinion to proof its image and respect, and to be associated. On a dynamic environment Total Quality Management and Public Relations are getting united on a point of caring about people on communication and inproving process. Both of them are aimed to pleasure and happiness. Managers must aim to better coordination with Public Relations Department on developing the philosophy about quality and providing its continuity combining the image of quality, and company image to provide the pleasure of their local and foreign customers.
Novadays, managements are struggling to continue their personality in a hıgh competition atmosphere. For classical management idea the only competition element was cost, but in this new century companies' managements have just met with new perspectives and new philosophies; Quality Management, Public Relations, Human Resources Managemenet, etc... The fact is, markets are aware of qualtiy. Expectations are chainging continiously and the only satisfaction way is perfect organisations in a management process Quality product on service providing is only based on qualified management system. Qualified management influences qualified public relations. There is one common root on this two concepts. Quality is everybodiy's business. From general manager to employees. There is a responsibility, form a general manager in a charge of public relations to a employee. The basic material of these two disciplines is person. Person, who has a responsibility, well educated, and respectfull to the nature. This kind of people searches, and uses this knowledge in all steps of the system, which includes him/ her inside. Finally the product of the process, either product or service, aims customers' pleasure. Because of Total Quality Management is a new concept and a new management philosophy, it needs a dense support of Public Relations to explain itself to the customers and public opinion to proof its image and respect, and to be associated. On a dynamic environment Total Quality Management and Public Relations are getting united on a point of caring about people on communication and inproving process. Both of them are aimed to pleasure and happiness. Managers must aim to better coordination with Public Relations Department on developing the philosophy about quality and providing its continuity combining the image of quality, and company image to provide the pleasure of their local and foreign customers.