Jak zarządzać kryzysem, by obrócić go w wizerunkowy sukces na przykładzie marki KROSS
How to manage a crisis to turn it into a PR success on the example of the KROSS brand

Summary/Abstract: The article analyses the crisis faced by the KROSS brand in social media in 2019. Scientific objective: Assessing the effectiveness of the communication strategy in a crisis. Research methods: Analysing materials acquired from social media and desk research from the studied company. Results and conclusions: The article describes the communication activities performed by the described brand in a crisis and presents the individual stages of the image crisis as well as the instruments used to mitigate it. One of the key elements is the analysis of the statement made by the brand and the way in which its individual elements made it possible to resolve the crisis and turn it into a PR success. The fact that the approach of the brand had been recognised and appreciated was evidenced by the media publications that appeared after the issue of the above-mentioned statement. The analysis also points out the mistakes made by the brand during the crisis. Cognitive value: The article contains an analysis of the individual stages of the crisis, from start to finish, as well as an assessment of the instruments and methods used.

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