Warianty tytułu
Crisis Communication as a Tool of Establishing Corporate Reputation
Języki publikacji
Abstrakty
Reputacja należy do najcenniejszych aktywów niematerialnych przedsiębiorstwa, dlatego jej ochrona stanowi ważne zadania managementu firmy. Jednym z podstawowych zagrożeń dla reputacji są sytuacje kryzysowe. W artykule przedstawiono dwie koncepcje komunikacji kryzysowej, zarządzanie którą jest elementem całości zarządzania w kryzysie. Istotą obydwu koncepcji jest minimalizowanie negatywnego wpływu kryzysu na reputację przedsiębiorstwa. (abstrakt oryginalny)
The aim of this article is to present the role of crisis communication in protecting and enhancing corporate reputation. Corporate reputation is a valuable asset. Crisis situation threatens to damage the reputation and that’s why crisis communication which can serve to limit and repair this damage is so important. The author presents two concepts of crisis communication – crisis restoration theory and situational crisis communication theory. (original abstract)
Twórcy
autor
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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