engleski

A Challenge For Modern Management: In Search For The Best Crisis Communication Strategy During Media Crisis Period

For many corporations and managers that lead them, especially when they find themselves in a crisis situation for the first time, the attention of the media and the public they are put through cause an enormous pressure that they cannot manage easily. Crises often com e in time when they are least expected and catch corporation always, without an exception, unprepared for what is about to happen. Crisis is generally defined as an unplanned event that, in combination with the media in search of sensational information, intense emotions and speculation about possible consequences, creates an unstable informational environment that puts managers in a position of imperative task of quality planning. Crisis communications management is a strategic planning process whose goal is to anticipate crisis situations or possible negative events and to react properly, limiting risks and ensuring the organization to effectively manage its destiny at the same time. The authors analyses all aspects and the context of crisis communications management in corporations and provides an overview of basic elements of a crisis communications situation ; from all factors that crises often cause, types of crisis situations that could happen to corporations, to methodology for defining target audiences and desirable structure and content of a crisis communication plan. The authors also summarizes and provides an overview of the main principles of communication with the media in media crisis situations whose reporting is often crucial in the process of influencing target groups and, thereby, the corporate image. The author dedicates special attention to an overview of available reactive communication and public relations str ategies, their specificities, as well as the conditions in which they would be wise to use.

Crisis ; Crisis Communication ; Public Relations ; Reactive Strategies

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