Krizinė komunikacija organizacijoje: efektyvus valdymas
Crisis communication in organization: effective management

Summary/Abstract: Straipsnyje aptariamas krizinių situacijų valdymas organizacijoje, išryškinant komunikacijos lauką. Pateikiamas organizacijos krizės konceptas, aptariami organizacijos krizinės komunikacijos modeliai ir strategijos, įvertinama komunikacijos procesų įtaka organizacijos veiklos efektyvumui bei įvaizdžio ir reputacijos palaikymui krizinių situacijų metu. Straipsnyje pristatomas empirinis tyrimas, atliktas trijose skirtingo tipo organizacijose bei paremtas kokybine tyrimo strategija, taikant atvejo analizės ir giluminio interviu metodus. Pateikiamas sukonstruotas modelis „Efektyvios krizinės komunikacijos organizacijoje valdymas“. The environment of modern organization and all its inside processes are very dynamic, stimulating constant change of the organization. Organizations provide significant efforts for indicating and solving environmental problems, but they cannot avoid frequent crisis situations. In the situation of changing organizations there is always need to re-evaluate the process of crisis management in both theory and application levels. In order to manage crisis situations in business or public sectors strategically, there is still underestimated the role of communication. Research problem: Multidiscipline approach is employed to analyze the phenomenon. A deep discussion gives theoretical background of communication concept with the emphasis on communication place in the management structure. While elaborating scientific discussions in social science interface it is intended to find the answers to the following issues: how we can communicate in organization during crisis period; how to prepare efficient crisis communication plan. Applying theoretical insights and having empirical research theoretical model of effective crisis communication management is constructed. The methodology construct of this social phenomenon: the object of the research is management of effective crisis communication in the organization. The goal of the research is to analyze crisis communication of the organization, seeking to construct the Management Model of Effective Crisis Communication in the Organization. The goal is defined by the tasks, which led to the following structure of this paper: the first part of this paper presents the concept of crisis and crisis communication features, analyzed crisis stages and management model; in the second part are analyzed management of crisis communication and strategy; the third empirical part of the paper discussed the critical situations on different types of organizations, there are carried out in-depth interviews results’ analysis and interpretation on the basis of which there is constructed theoretical model of effective crisis communication management. Data collection and analysis methods of this paper consists of: the analysis of scientific literature, case studies in organizations, which are in crisis situations and depth interviews (with the representatives of organizations responsible for the communica

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