How to cooperate efficiently with the media in situation of crisis - case study
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2014, Vol 11, Issue 1
Abstract
The essence of this article is to show the differences and the degree of difficulty in standard and crisis communication. Communication that we use every day in cooperation with the media should serve as the basis and contribution to obtaining certain efficiency of information distribution, which will pay off in a crisis situation. Rescuing a dog named Baltic could prove to be a major crisis in the history of the NMFRI. There were many threats and decisions that could be regarded as unfavourable for the Institute — is it allowed and for the sake of what — to threaten health and life of people to save an animal; what would happen if the rescue action failed? Three mandatory rules for communicating with the media were adopted: - Speed — proactive communication 24/24. - Transparency —in the full sense of the word. - Communicating through the same channels as journalists communicated with the Institute. Strict adherence to these rules resulted in a fact that, in spite of these difficulties, the communication was actually exemplary.
Authors and Affiliations
Ewa Baradziej-Krzyżankowska
Keywords
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- EP ID EP70709
- DOI 10.14611/minib.11.01.2014.14
- Views 100
- Downloads 0
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