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The Importance of Well-Planned Crisis Communication Strategy Within A Company Or An Organisation

Dragana Stanić
University of Mostar
Bosnia and Herzegovina

Bojana Dimitrijević
University of Mostar
Bosnia and Herzegovina

Goran Batinić
University of Mostar
Bosnia and Herzegovina

Marijan Tustonja
University of Mostar
Bosnia and Herzegovina

Many organizations or companies of any activity, are exposed to various crisis situations. The crisis as a phenomenon can cause irreparable damage, but also, it can be an opportunity to improve the organization itself. Well-developed strategic communication can greatly contribute to reducing the damage caused by the crisis itself and thus preserve good business.

The paper deals with the analysis of the importance of successful communication, type and causes of the crisis and the strategic communication of an organization at the time of the particular crisis situation. The important fact is that there is no organization which has developed crisis avoidance system as an occurrence, and crisis communication is an area that is closely related to resolving and mitigating the negative effects of the crisis itself to the organization.

An example of crisis communication in this paper is shown through the crisis situation of the social network Facebook-Camridge Analytic in 2018, which echoed strongly in all world media. Therefore, the purpose of the paper is to show the importance of crisis or strategic communication of organizations in the crisis in order to survive and also how well or poorly prepared strategic communication can help or destroy the organization.

 

 


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