CHAOS THEORY AND CRISIS COMMUNICATION COMMUNICATION MANAGEMENT IN UNCERTAINTY ENVIRONMENT

Chaos Theory states that in real life, as in science, there is a crisis point in a chain of events that turns small changes into big problems. According to this theory, which is generally used to solve complex problems and sometimes gives very good results, the problem is first broken down and the simpler sub-problems that emerge are examined. Then, the solutions of these sub-problems are combined to create the solution to the entire problem. One of the most important changes brought by chaos theory is unpredictable determinism. No matter how well we model the structure of the system, even a mistake we make will lead to completely wrong results in the prediction. In the modern age, order and chaos together form the new normal. In the environment of uncertainty created by this normal, the chaos approach comes to the fore for institutions to adapt to change and cope with crises. Adapting to the conditions of the new normal is very important in terms of sustainability.In this study, a conceptual review of chaos and chaos theory was conducted, and the relationship between crisis communication and the chaos approach was examined. The central role of communication in solving problems faced by organizations in an environment of uncertainty is discussed, and how crisis communication is viewed in light of chaos theory is discussed.