engleski

Influence of active communication on crisis management

Paper analysis the impact of media activity on the public perception of a business organization in a crisis situation. The starting point is the importance of crisis communication by which a business organization can change the direction of resolving the crisis and influence the recovery time and return to the state of regular business functioning according to the goals arising from the business strategy. The crisis communication management model affects the reputation of the organization no matter what it was like before the adverse circumstances and leads to the damage associated with the loss of trust of key stakeholders. The aim of this paper was to determine the importance of active action in the field of crisis communication in business organizations. A case study was conducted and the communication activities of three organizations were cited as examples of good practice and three as examples of negative and ineffective organisational communication. The analysis determined the readiness of the organization and how the planned crisis communication was reflected on the public through the media. Data were collected by secondary research of existing sources, and in this paper they are analyzed and discussed. The hypothesis that read ‘More active communication with the public in times of crisis can have a positive effect on the perception of the organization by the public’ was confirmed.

Public opinion ; crisis situation ; crisis management ; crisis communication ; crisis communication management

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