Features of Effective Crisis Communication Based on Public Relations Profession Research.

Abstract

The way of conducting communication during the image crisis is a special type of challenge forthe company. Lack of preparation of the company for proper communication management may becrucial in averting and/or reducing the effects of crises. The paper presents the results of researchconducted among experts from the PR industry and representatives of the largest Polish enterprisesfrom the 500 List compiled by “Rzeczpospolita” daily newspaper. The vast majority of Polish enter-prises show an open-minded approach to crisis communication. Companies from oppressive indus-tries, where crises occur more often, are better prepared for crisis communication. The determinantsof effective communication in the situation of image threats are, according to the leaders of publicrelations agencies, anti-crisis preparation, presence of procedures, openness and honesty in commu-nication processes as well as quick response time.