Professional paper
https://doi.org/10.22522/cmr20210166
Analysis of the Use of Preventive Activities in Response to the Impending Crisis in the Public Sector
Ivana Jeleč
orcid.org/0000-0003-2067-7396
; Algebra University College, Zagreb, Croatia
Renata Potočnik
; Millenium promocija, Zagreb Croatia
Maja Samardžić
; Millenium promocija, Zagreb Croatia
Abstract
Crisis communication is one of the most challenging and complex areas of the practical application of public relations. Due to the sluggishness of the system, the public sector is also frequently mentioned in the context of inefficient communication, and this includes a reactive approach to crisis communication. Contrary to the offered stereotype, this paper examines the case study of crisis communication in which the head of a public institution applied a strategy of preventive counter-response and, by reacting proactively, caused a crisis situation in the public institution headed by him and negative publicity. In order to examine the correctness of this approach, as well as the first such case in the communication of Croatian public institutions, the headlines of the three most popular daily newspapers in Croatia – 24sata, Večernji list and Jutarnji list – their online editions and the ten most popular news portals in the period from 24 September to 18 October were analysed, from the organising of an extraordinary press conference and the beginning of the crisis to the dismissal of Dubravko Ponoš from the position of Director of the Environmental Protection and Energy Efficiency Fund.
Keywords
Hrčak ID:
261008
URI
Publication date:
27.7.2021.
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