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Public Relations Principles for the Digital Communication in a Local Crisis

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021

Author

Listed:
  • Zora Rezo, Antonela
  • Kolić Stanić, Matilda
  • Togonal, Marijana

Abstract

In dealing with the crisis, all institutions must react and urgently solve the problem, but a special challenge is to communicate with key publics, especially those publics that have suffered damage., What is imperative for public relations is fast and two-way communication. That is why digital platforms are indispensable in crisis communication because they enable almost simultaneous reaction and enable institutions to communicate directly with the affected public, without the mediation of information media. This paper aims to analyse the crisis communication of the City of Slavonski Brod through its official website and Facebook page during water pollution in March and April 2018. The analysis was performed by methods of qualitative content analysis and a case study analysis. During the environmental incident, the City of Slavonski Brod did not communicate following the PR principles of crisis communication nor took advantage of digital communication.

Suggested Citation

  • Zora Rezo, Antonela & Kolić Stanić, Matilda & Togonal, Marijana, 2021. "Public Relations Principles for the Digital Communication in a Local Crisis," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 52-65, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr21:262234
    DOI: 10.54820/EUXG7226
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    More about this item

    Keywords

    social networks; crisis communication; public relations; digital communication;
    All these keywords.

    JEL classification:

    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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