Medijske studije, Vol. 5 No. 10, 2014.
Prethodno priopćenje
The Applicability of the Transparency Principle by Organizations in Crisis Situations
Zarfa Hrnjić Kuduzović
orcid.org/0000-0001-6904-2207
; Sveučilište u Tuzli, Filozofski fakultet, Bosna i Hercegovina
Sažetak
As a generally accepted principle of social responsibility in public relations theory, transparency is also recommended during crisis situations by most authors. The recommendations for organizations to communicate openly with all stakeholders, especially crisis victims, are among the most important instructions for managing crises. However, some authors believe that the full disclosure of information
about the organization and the crisis circumstances is not just an unrealistic, but also communicatively ineffective, financially disadvantageous and even an unethical approach. Starting from the transparency requirements as a set of unquestionably valuable principles in professional public relations, as well as from the benchmark research on crisis communication, the author examines the limits of this rule. The paper is focused on the factors that determine the degree of an organization’s openness, keeping in mind the complexity of relationships with different stakeholders who often have conflicting interests. By critically considering the concept of ambiguous communications as a possible communication model in crisis situations, the author emphasizes the importance of context when deciding on a communication strategy.
Ključne riječi
transparency; crisis; open communication; translucency; ambiguity; responsibility
Hrčak ID:
135679
URI
Datum izdavanja:
15.12.2014.
Posjeta: 3.039 *