1.

Introduction
A reputation threat, an element of surprise and limited time to make a decision are signs of a crisis, said
University of Illinois crisis communications specialist Timothy Coombs. Approximately 35% of such situations are
born in online media, a little less - in social networks. But the "fire" flares up faster in the second case. For
example, Telegram has higher citation than some leading Russian publications. Regardless of the source, the
company has a maximum of 24 hours to respond, and respond correctly.
"The crisis is an event through the fault of which the company falls into the center of not always
benevolent attention of the media and other external target audiences, including shareholders, politicians, trade
unions, environmental movements, which for one reason or another are quite legitimately interested in the actions
of the organization," M. Rogester defines. For reasons of occurrence, they are divided into two groups: internal and
external. For example, external causes that may affect an organization's operations include natural disasters,
security breaches, or false rumors that harm a business's reputation. Crises can also be caused by unscrupulous
organization personnel or management errors.
How an organization deals with and responds to a crisis can have a long-term impact on the reputation of
the organization's brand and business relations, so this topic is relevant for managers.

2. The theory of crisis management and communication

Crisis communications are activities aimed at establishing effective interactions between the organization
and its public before, during and after negative impacts in order to maintain the organization's sustainable
reputation and minimize reputational risks.
Communication will need to be supported in seven key groups: shareholders and investors, investment
analysts, the public and the media, government agencies, business partners, customers, employees.

First of all, in the event of a crisis, the reputation and image of the company suffers. F. Kotler writes that
"the image of the organization is public opinion about the organization as a whole, as well as about the goods it
produces or the services provided." There are a number of preventive and deterrent measures to minimize crisis
situations.
To form trust in the organization and a positive image, information on the company's finances, history and
traditions in the organization, social responsibility and charity, the image of the leader, and so on is necessary.
Based on the positive knowledge about the company and its image formed around the target audience, a positive
reputation is emerging.
Next, risk forecasting is required. According to a study by the Institute for Crisis Management, only 14%
of all crises faced by business are unpredictable. The remaining 86% can be foreseen and met prepared.
Including crisis planning in strategic management, companies can ensure that they are ready for a timely,
effective and responsible response to the crisis, assessing their potential, team, as well as the necessary tools and
available resources. After that, you can develop a communication strategy that should take into account the
following elements:
1. Security is expressed in the creation of a classifier that allows you to determine the degree of
confidentiality of corporate information: each employee of the organization should know which
information and to what extent can be disclosed to internal or external entities without harm to reputation
during crisis situations or at a calm time.
2. A single position implies following the "legend" of an organization demonstrated by its dignity.
"Legend" promotes favorable public opinion through the development of key messages, on the basis of which the
PR service generates content for the media, consumers, shareholders and other key audiences. Demonstrating a
unified position among employees strengthens the company's authority and increases confidence in it, which is
necessary in "difficult" times.
3. The definition of speakers is a very important section, which implies the choice of employees who are
authorized to make official statements or comment. The smaller the circle of speakers, the lower the percentage of
negative or disparate information appearing in the media, due to the preservation of a single position and corporate
ideology.
4. Credibility is a key tenet in the company's information policy. The information that the organization
decides to make public to the masses must be accurate and reliable in order to
prevent a decline in trust and reputation destruction. Therefore, it is very important to provide for a
procedure for coordinating and monitoring the disclosure of information.
 5. Efficiency and regularity implies the constant presence of the company in the information field, which is
required to maintain reputation. In the communication process, it is very important to regularly report interesting
and reliable information to target audiences through communication channels, so a representative should constantly
initiate information reasons.
6. Availability indicates the presence of different communication channels for all target groups through
which up-to-date information about the organization is broadcast. Determining the communication channel is a key
stage in the formation of information policy.

2.1. How to manage crisis communication

The most common methods of crisis communication management are semiotic, narrative and discourse
analysis.
Semiotic analysis is used in the study of verbal and nonverbal sign systems accompanying the processes of
communicative interaction. The communicator is responsible for the implementation of the crisis communication
policy. In the theory of mass communication, his authority, competence and attractiveness are considered the most
important among the criteria for the success of the communicator among the audience. These characteristics are the
basis of the theory of G. Kelman and S. Hovland, who consider the quality and depth of the audience's absorption
of information depending on its source. Most often, people unconditionally agree with the information received,
perceive it uncritically, as they believe that it makes no sense to doubt the authoritative communicator. At the same
time, a person already agrees in advance with everything that he will be told is uncritical towards the
communicator, but there is no deep absorption of information. The influence of an attractive communicator extends
only to the period when it is in sight and retains its attractiveness. However, the more educated the audience, the
more critical it is in relation to even an authoritative communicator. In a crisis situation, there may generally be a
loss of confidence in sources of information. Therefore, those people who speak to the audience (journalists,
official representatives of the companies involved, direct participants or witnesses of the crisis situation) have an
even greater responsibility.
The second effective method is narrative. In the traditional sense, a narrative is defined as a text describing
a certain sequence of events (history, story, narrative). This is not just a set of facts or a volume of information - it
is a way of structuring the experience of perception, organization of memory, construction of events. W. Fisher
interprets the narrative as a theory of symbolic interactions (words or acts), which are characterized by consistency
and significance for those who participate in them, create and interpret them. The construction of a narrative is an
ideal method of transmitting symbols and meanings, which is especially important in the implementation of crisis
communications. The narrative does not just lay out events, but makes them accessible to comprehension,
simplifying reality in a sense.
The next method that deserves attention when building crisis communications is discourse analysis. In
modern science, discourse is defined as a complex communicative phenomenon that takes into account not only the
verbal but also the non-verbal aspects of communication. In addition to traditional linguistic analysis of discourse,
complex directions related to a communicatively oriented description of discourse are being intensively developed
today. In its course, native speakers perform socially significant actions within the framework of certain
communication situations corresponding to a specific society and culture. In other words, discourse is able to
construct the social world of communication participants.
Narrative method, and discourse method have great potential and high level of practical applicability. PR
specialists are professional storytellers. By representing any company, person, event or product, PR practices create
their unique story, accessible and understandable to the target audience. It is important at the same time that crisis
communication as a special type of discourse is characterized by operating not with details, but with whole
semantic blocks. Therefore, crisis narratives and discourses look like holistic images that are formed in a person's
mind.
The use of these methods makes it possible to make the processes of dissemination of information,
formation of public opinion, construction of social interactions manageable, to achieve effective management of
crisis communications.

3. Case of crisis management and communication

Let's consider a hypothetical scenario where a natural disaster, such as a hurricane, hits a coastal city,
resulting in widespread damage and loss of life. The local government must act quickly and efficiently to manage
the crisis and provide support to affected individuals and communities. Effective crisis management and
communication are critical in this situation to ensure that everyone is informed and engaged. Firstly, the local
government would activate their emergency response team, which would include representatives from various
departments, such as police, fire, and public works. This team would set up a command center and coordinate their
efforts to assess the extent of the damage and identify the most urgent needs. At the same time, the government
would initiate a crisis communication plan, which would involve reaching out to affected individuals and
communities through various channels, such as social media, text messages, and public announcements. They
would provide regular updates on the situation and advise people on what actions to take, such as where to find
shelter, how to access emergency supplies, and how to report any issues. As the situation progresses, the crisis
communication team would work closely with the emergency response team to ensure that their messages are
accurate, timely, and consistent. They would also monitor social media and other channels to address any
misinformation or rumors that may arise. In addition to communicating with the public, the government would also
need to coordinate with other organizations and agencies involved in the response effort hospitals, and utility
companies. Clear and effective communication among all these parties would be critical in ensuring that resources
are allocated efficiently and effectively. Once the immediate crisis has been addressed, the government would shift
its focus to long-term recovery efforts, which would also require effective communication to keep affected
communities informed and engaged in the process. In summary, effective crisis management and communication
involve a coordinated effort among various departments, organizations, and individuals to ensure that accurate and
timely information is disseminated to those who need it most. In a crisis situation, communication can make all the
difference in saving lives, minimizing damage, and facilitating recovery.

4. Analyze the case

The case presented highlights the importance of effective crisis management and communication during a
natural disaster. This can be analyzed using the theoretical framework of crisis communication, which is a subfield
of public relations and communication that focuses on the communication strategies used to manage crises.
According to the crisis communication theory, effective crisis communication involves several key elements,
including:
Preparedness: The case demonstrates the importance of being prepared for a crisis, such as having a crisis
communication plan in place that outlines procedures, roles, and responsibilities for different stakeholders. The
local government in the case activated their emergency response team and initiated a crisis communication plan,
which helped them respond quickly and efficiently to the disaster.
Timeliness: Timely communication is critical during a crisis, as it helps to inform people about what is
happening, what actions they need to take, and what support is available. The local government in the case
provided regular updates through various channels, such as social media and public announcements, which helped
to keep affected communities informed.
Accuracy: Accurate information is essential during a crisis, as it can help to dispel rumors and prevent
panic. The crisis communication team in the case monitored social media and other channels to address any
misinformation or rumors that may arise.
Consistency: Consistent messaging is important during a crisis, as it helps to ensure that all stakeholders
are on the same page and are receiving the same information. The crisis communication team in the case worked
closely with the emergency response team to ensure that their messages were consistent and accurate.
Empathy: Empathetic communication is crucial during a crisis, as it helps to demonstrate that the
organization cares about those affected and is doing everything possible to help. The local government in the case
provided support and assistance to affected individuals and communities, which helped to build trust and
confidence.
Recovery: Effective crisis communication also involves planning for recovery and communicating how the
organization will address long-term needs. The local government in the case shifted their focus to long-term
recovery efforts, which required effective communication to keep affected communities informed and engaged in
the process.

References
Smith J.L. A public relations practioner’s Guide to Crisis Communications. Giorgia State University, 2007
Kotler Philip, Wong Veronika, Saunders John, Armstrong Gary. (2016). Principles of Marketing. European
edition 7-th. Pearson Prentice Hall