ROLE OF COMMUNICATION IN CRISIS MANAGEMENT
ROLE OF COMMUNICATION IN CRISIS MANAGEMENT

Summary/Abstract: Within the contemporary era, human and social entities are more and more confronted with difficulties when trying to maintain control over their own lives. Changes occur at such a rapid pace, with so profound consequences, that, in order to determine an advantageous future for the self, the individual, or the entire society has to estimate the current situation and make decisions almost instantly. An analysis of the crises evolution implies the analysis of the risks that led to the crisis appearance, which means that their management has to be accomplished within an integrated environment. As far as organizations are concerned, preventing and managing risks may only be done in case the crisis management is based on a coherent communication strategy in crisis situations. An efficient management of crises is that of an interactive type, and the communication policy belonging to it presupposes the existence of an integrated structure of public relations.

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