These are very popular words perception management. Almost all the news channels, all the political publishing news sites, journalists, are going to be a perception management in the language of all. What is perception management in reality, how is it done? How can we manage perception when our mark comes to a crisis?

First of all we have to talk about the current situation of traditional media and social media. Why do we like to share lies? I talked about how fast news spreads on social networks and traditional media. When we hear news lying on the social media, we all agree, but there are a lot of people who think that the work is less in the traditional media.

Whether it is from muftünun type or when a similar news is served, this eagle is published.

As you can imagine, according to the news, it was reported hundreds of thousands times more that the indictment was a lie. Almost none of those who see the allegation know nothing about denying it. The interesting story is: An Iranian news agency is reporting news. (Iran-Saudi Arabia contention) This news sees first Hurriyet in Turkey. Three minutes after we saw him, he took it. You can not see right now. Until they lift the news of Hurriyet hundreds of news sites are using. Fun is also a matter of viralization soon.

In fact, this news was one of Iran's attempts to dispute Saudi Arabia in religious matters. It was a typical perception management work. There is no need for serious material, secondary verification for such news anymore. Sometimes you can even have a tweet. Kanal D, a source of a tweet to the allegation that Cem Garipoğlu escaped to Iraq, carried the news to the main news bulletin. You can also see the screen display in the following presentation.

Digital Perception Management V2 from Haydar Özkömürcü

I will now talk about one of the most well-known perception management studies for branding. Danone. Everything started with an ecstasy entry. While there were no social networks yet, it was a series of lies spread by mail, and Danone was completely under. The ecstasy entrysi actually received content from a German forum. It was a research based on a research done by a professor. Actually, there was such a professor, but he did not do any research. According to the survey, the French people, particularly Turkish children, were particularly bad about Danone products so that they could experience mental retardation. At that time, with the increase of French opposition, every person who saw this message forwarded the mail, no matter how many e-mails. Many parents still remember this news and do not take Danone for their child.

I think they say they are doing a very successful crisis management, but today it seems to be a disaster. When the message was first published, "How reliable can a message on the Internet be?" Never minded from the point of view, a year long ignored. People have believed that the event is growing (I think it is a very wrong choice).

Of course, they did not stay with that and they invited thousands of mothers to the factories. But there was something they had missed. The mothers who forwarded the mail to their hundreds of friends had gone to the factory and sent their mail to anyone who had not seen a nuisance. Perhaps they had forgotten the first rule of crisis management. You have to respond on the crusade platform. The most effective way to solve this crisis was to respond by creating a similar mail chain. But they could not do it.

It is also clear that state institutions are subject to similar operations, nothing we see they do not. Two freshest examples: Religious and Tübitak.

Just think, there's only one human being this image does not see in Turkey? Did Tübitak have a single explanation about the issue? An official explanation was made, it is a fictitious product, but what I want to ask is: how many people have seen this statement? Any explanation that no one sees is an explanation? At the end of the day, millions actually have the following: "TUBITAK has spent time and money for the project to convert the imperial pastor to the imam."

Professionals are setting up teams for these operations. These are the kind of studies that I often encounter both in the brand world and in the political world. Sometimes it seems like a fancy product if people really are dealing with them, but that's a fact. There are organizations that really finance similar studies. Especially in the field of everyday politics, I get really sick work and get offers, I see and hear. I will not go into this area again without mentioning, confirmation of the institutionalization of structuring such as google, proliferation is very important for the process. We are headed for a world where we are surprised to believe in the media in serious mania, and the outcome of this process is not good. The end of a platform where only false news is produced, spread, and people are deceived is likely to censor and restrict.

It is a general call to be able to protect our freedoms in social networks and to follow the media freely. Please share your false news stories, whoever you are defending, whoever you are. The ecosystem must be able to solve this lie on its own. Otherwise, the days when we will wait for a state official to approve our content before sharing something like in China are coming close.

It is almost meaningless to rely on the legal sanctions of events. This is often a system where we can not figure out the source and who is doing it. Even if dissolved, I did not find a legal practice in the examples I've seen so far. Those who do find a way in some way.

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