Glavne odrednice učinkovitog kriznog komuniciranja u zdravstvenim ustanovama
Main Determinants of Effective Crisis Communication in Health Institutions

Summary/Abstract: Crisis communication is a form of communication that must be present in all organizations and in every period of their existence. The importance of communication, including crisis communication, is especially emphasized in healthcare because it is an activity that takes care for people's health and life. The purpose of this paper is to explain the key determinants of crisis communication in healthcare institutions. In this way, it will contribute to a better understanding of the crisis communication process, as well as to the strengthening of the capacity of healthcare institutions to deal with crisis situations. The descriptive-analytical method of the existing literature on the subject was applied in the paper. The paper identifies the possibilities of applying theories and models of crisis communication in healthcare institutions in order to preserve their reputation and implement activities in crisis management. The paper also proposes recommendations for effective crisis communication in healthcare institutions as an inherent part of the crisis management and decision-making process.

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