PREPAREDNESS FOR CRISIS COMMUNICATION OF LARGE COMPANIES IN CROATIA

Abstract

The paper studies the importance and possibilities of preparing for crisis communication in the context of Croatian large companies as the most complex organizational systems. With the help of semi structured interviews, the authors examined their level of preparedness for crisis communication and what methods, techniques and tools are used by communication experts in management positions and their teams to reduce negative consequences of crisis situations. The results of a survey conducted on a sample of ten respondents, representing organizations from various fields – tourism, transport, telecommunications, food and beverage production, the postal sector, show that large companies in Croatia are well prepared for crisis communication. This was confirmed through the existence of crisis communication plans, standardized protocols for crisis situations, manuals, formed crisis teams and regular simulations of crisis situations in large companies that are represented in the research. The results show that only one company applies the Enterprise Risk Management (ERM) model. When it comes to crisis communication and relations with the media, the respondents mention standard public relations techniques such as press releases, press statements, press conferences, press briefings, interviews and guest appearances in the media. The results of the research also point to the special importance of the spokesperson in a crisis and emphasize how important it is to choose the right person for that prominent position in crisis communication.