Krizno komuniciranje u zaštićenim prirodnim područjima
Crisis Communication in the Protected Natural Areas

Summary/Abstract: Modern civilization faces on a daily basis a range or ecological disasters, accidents and crises caused by extreme weather conditions and climate changes. This paper focuses on areas of special protection – natural resources such as national parks, special reserves, nature reserves and biosphere reserves in Serbia and its surroundings. The power of information becomes more and more visible even in the area of ecology, while managing communication processes shift their focus and offer practical solutions, digitalization, virtualization, networking and distribution of information become new parameters. Research and analysis of certain examples show that ecological consciousness and access to changes are resources which are still not used enough in practice, since reactive public appearances of organizations managing protected natural resources only repair the already done damage. Modern communication in a period of crisis is expected to timely plan, put into practice and control the complex process of interpersonal, group and mass passing on information as well as reality being constructed by ecological agents, which represents a proactive strategy. At the same time, we point out two significant levels of communicating in crisis: internal, within the organization and external, with an aim of attracting media attention and gaining positive publicity.

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