THE ROLE OF MEDIA TRAINING IN CRISIS FOR EXECUTIVES AND REPRESENTATIVES
THE ROLE OF MEDIA TRAINING IN CRISIS FOR EXECUTIVES AND REPRESENTATIVES

Summary/Abstract: This study analyses the importance and effectiveness of media training as a crisis communication tool and its role in overcoming crisis situations. The aim of the study is to analyze the development and optimization of flexible communication strategies in order to strengthen managers and spokespersons in their ability to appear confident and credible in public. This topic is particularly relevant due to the changing communication landscape and the increasing demands for transparency and responsiveness from companies. The methodological basis of the work comprises a detailed literature review and the analysis of case studies. Theoretical models and practice-orientated approaches are critically evaluated in order to highlight their potential and challenges. The analysis shows that well-planned media training with practical methods, such as simulations and role-playing, can strengthen the crisis resilience of organizations. It also emphasizes the importance of intercultural sensitivity and the integration of digital technologies in order to meet the dynamic requirements of modern crisis scenarios. The results illustrate that media training makes a significant contribution to safeguarding a company’s reputation and building long-term trust with internal and external stakeholders. The work offers valuable practical recommendations for companies and lays the foundation for future research into the long-term implementation of such training in different organizational contexts.

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