Organizacijos įvaizdžio palaikymas ištikus krizei - efektyvi komunikacija
Corporate Image Management in the Time of Crisis – Effective Communication

Summary/Abstract: Despite all of the efforts a company puts forth to scan the environmental issues, crises can occur and have to be managed. It is very important in the case of corporate image. And every manager of organization must know how to perform the prevention, diagnosis, and intervention to solve crisis situations. The main purpose of this article is to discuss the key theoretical assumption that discovers reasons of necessity of effective communications in the time of crisis. Often, corporations are prepared only to respond to the operational components of a crisis. However, there are many audiences potentially affected by any crisis, and each of these want to know the facts as soon as possible. Different corporate audiences (employees, customers, the media, investors, community leaders) requires a specific type of communication and has differing information needs. So, acknowledging a crisis, and communicating affectively with audiences, will reduce image and reputation damages.

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