期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2012
期号：3
页码：245-256
语种：English
出版社：The Institute of Aviation
摘要：Crisis is a word which nowadays is used in all forms and contexts.The year 2008 was a prelude to what now and in the year 2011 concerns not only entrepreneurs,but also every average inhabitant of the globe.Even though the crisis,the world has found itself in,concerns mainly the economic aspects.Hardly anyone talks about its other implications such as problems in the sphere of image.Despite differing definitions,economy and image are not that far apart,as especially in case of crises both notions are closely intertwined.It is hard not to notice that in a situation where economic perturbations take place in a company,it becomes very easy to transfer such problems to the area of activities associated with image.Figures,which naturally don’t lie,show us the direction,which later is taken over by messages targeted both at the interior of the organization and the external environment.This way a general crisis of a company deepens,and its situation becomes definitely uncomfortable.In such case not only the issue of economic stabilization but also the way it is presented becomes a problem.Incorrectly managed process of managing a crisis situation may contribute first of all to irreversible changes in the sphere of image or even its bankruptcy,which may in turn lead to financial losses.For this reason its is essential to prepare appropriate documentation,which can help efficiently communicate in times of crisis or avert a crisis before it actually takes place.This is the subject of this article,which is supposed to show whether Polish companies are prepared for an image crisis and how it is possible to cope with it.
关键词：brand;communication in times of crisis;crisis communication;image of company;marketing communication
