CRISIS COMMUNICATION – A CASE FROM CROATIA

Autor: Marija Jurčević, Ante Vuletić
Jazyk: angličtina
Rok vydání: 2020
Předmět:
Zdroj: South Eastern European Journal of Communication
Volume 2
Issue 1
ISSN: 2712-0457
2712-0430
Popis: U slučaju kada uprava poduzeća nije pripremljena na pojavu krize, a posebno na komunikaciju tijekom krize, dugo stjecani ugled može se srušiti u samo nekoliko minuta. S druge strane, na uspjeh poslovanja pozitivno će se odraziti ako tvrtka ostvari komunikaciju izbjegavajući sukobe i krize ili barem ovladavajući njima. Jednom kada poduzeće upadne u krizu, potrebno je u javnost iznijeti istinite činjenice i preuzeti odgovornost, te stalno i potpuno obavještavati o mogućim rizicima. Također, potrebno je kontinuirano iznositi sve raspoložive informacije, čak i kada situacija ne ide u željenom smjeru te pokazati svoje nastojanje da kontrolira, ukloni ili umanji potencijalne opasnosti. Cilj je ovoga rada analizom konkretnoga slučaja iz hrvatske poslovne prakse ustvrditi najbolje prakse u planiranju kriznoga komuniciranja i ustvrditi razloge odstupanja od planiranoga u realnim situacijama, kao i predložiti mehanizme za buduće izbjegavanje navedenih devijacija.
In the cases in which the company management is not prepared for the crisis, and especially for communication during the crisis, the long-established reputation can be destroyed in just a few minutes. On the other hand, the success of the business will be positively impacted if the company communicates by avoiding conflicts and crises or at least mastering them. Once a business is in crisis, it is necessary to make the facts public and take responsibility and keep it thoroughly and fully informed about possible risks. Also, it is necessary to continuously present all available information, even when the situation is not going in the desired direction, and show your efforts to control, eliminate or reduce potential hazards. This paper aims to identify best practices in crisis communication planning and to identify the reasons for deviations from the plan in real situations, as well as to propose mechanisms for future avoidance of these deviations.
Databáze: OpenAIRE
Externí odkaz: