ZARZĄDZANIE KRYZYSEM WIZERUNKOWYM NA WYBRANYCH PRZYKŁADACH
REPUTATION CRISIS MANAGEMENT: SELECTED EXAMPLES

Summary/Abstract: In today's business environment, crisis management, including reputation crisis management, is a key element of an organisation's risk management strategy. Crisis is an inseparable element of the existence and functioning of all enterprises. It contains a degree of unpredictability and surprise; the fact that it will occur is only a matter of time, while the unknown is what kind of crisis a company will encounter and how severe it will be. Undoubtedly, the further fate of the company will depend on its preparation for and response to any crisis situation: will it survive, will it get through unscathed, will it minimise the negative effects, or will it ultimately turn the crisis into its success and emerge from the ordeal stronger? This article presents examples of several well-known companies that faced a reputation crisis and managed the crisis situation. Analysis of these cases, based on observation of crisis situations and the methods used to resolve them, allows conclusions to be drawn regarding best practices in reputation crisis management, and the development of recommendations based on best anti-crisis practices, as well as lessons from communication errors of selected organisations operating in the FMCG sector over the last six years.

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