От кризисен PR към PR в ситуация на несигурност: отражение върху комуникационната индустрия
From Crisis PR to PR in a Situation of Uncertainty: Implications for the Communications Industry

Author(s): Mila Serafimova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: crisis PR; uncertainties PR; communications industry; global communication situation; global uncertainty; COVID-19; the war in Ukraine
Summary/Abstract: The communications industry faces the challenge of operating in an environment of global uncertainty. Crisis PR as theory and practice no longer provides answers to many of the questions facing communication professionals worldwide. We can evaluate this as a negative phenomenon, but also as a positive one, insofar as it will lead to new models of communication that are “more than crisis PR”. In the current situation, many of the crisis PR principles and practices seem not to take into account the complexity of parallel crisis phenomena, which mutually reinforce their effect, very often namely in the process of communication. The paper’s research focus is the dilemma facing the PR industry, which is related to its future – will it find new principles and models of working in an environment of uncertainty, going beyond the theory and practice of “just crisis PR” or the international organizations, governments and corporate organizations will reduce the levels, intensity, and scope of their communication?

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