The Evaluation of rumors in terms corporate communication and an application

Generally known as an informal communication type, rumor and gossip are spread from person to person with intent to be believed. As a natural outcome of interpersonal communication, rumor and gossip are at least as important as formal communication. However accurate it intends to be, this sort of information, from time to time, might be inaccurate, incomplete and exaggerated causing misunderstanding, fear, anxiety and doubt. From this point of view, the importance of controlled use of informal communication channels is as obvious as formal communication channels. Therefore, the first part of the study, the notions of "gossip and rumor" are defined and the beginnings, functions and the differences between these two are given. In the second part, together with the spreading process, the steps of information degeneration, the notion of uncertainty which is accepted as a communication problem and the reason for believing rumors are analysed. In the third part, the process of institutional communication, the functions of it and institutional rumors are evaluated. When institutional rumors are evaluated in terms of institutional public relations, it is realized that rumors and gossips are inevitable in the process of communication. Nevertheless, when rumors and gossips exceed the acceptability level in the institutions, it is necessary for institutional public relations office to control the situation. In the fourth part of the study, the perceptions of the CEO's of the top 500 companies in Turkey, on the effects of rumors and the strategies developed for rumours are evaluated.