Analiza komunikacije i obnove imidža nakon krize na primjeru Raiffeisen banke

master's thesis

• Title (english): Analysis of the Communication and Image Restaration after the Crises Based on the Example of Raiffeisen bank
• Author: Ivana Kittler
• Mentor: Danijel Labaš (mentor)
• Mentor: Ivana Jeleč (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Kriza predstavlja neizbjeţnu pojavu u organizacijama diljem svijeta. U ovome radu posvetit
ćemo se krizi u organizacijama, naĉinu njihovog rješavanja kriznim komuniciranjem te odabiru
komunikacijskih strategija. U radu se analizira krizna komunikacija i obnova imidţa na primjeru
krize u Raiffeisen banci. Kriza je nastala nakon objave natječaja za PR agenciju u kojoj banka
traţi da se radi pritisak na pravosuđe. Krizne situacije su uglavnom nepredvidive i događaju se
iznenada. Jedini način da se organizacija snađe u kriznoj situaciji je planiranje komunikacije i
analiza rizika. Strateško planiranje moţe umanjiti štetu koju kriza uzrokuje organizaciji. Krize u
bankarskom sektoru su česte, ali predstavljaju i veliki rizik. Reputacija je bankama važna jer
banka s lošom reputacijom ne moţe opstati. Početkom 2020. godine otkriven je sporni natječaj
Raiffeisen banke. Banka je tražila uslugu kriznog komuniciranja za slučaj švicarac u kojem su,
zbog nepravilnosti u procesu konverzije kredita iz švicarskih franaka u kredite u eurima, trebali
isplatiti veliku svotu novaca oštećenima u ovom procesu. Ovaj rad će obuhvatiti analizu
komunikacije Raiffeisen banke za vrijeme krize te analizu obnove imidža nakon same krize.
Budući da je ova kriza utjecala i na percepciju uloge odnosa s javnošću u društvu, osim s
teorijskog aspekta, ova kriza analizirat će se i iz pozicije komunikacijskih stručnjaka, ali i
medija.

Abstract (english)

A crise represents an inevitable event in organizations all around the world. In this paper we will
see into crises in organization, ways to solve them by crisis communication and how to choose a
communication strategy. In this Master thesis we will analyse crisis communication and image
restoration on the example of Raiffeisen bank. This crise happened after publishing the tender for
a PR agency in which the bank asks that the PR agency influences the judiciary. Crisis situations
are often unpredictable and they happen suddenly. The only way that the organization can
manage a crisis is by planning the communication and analyzing the risks. Strategic planning can
minimize the damage that a crisis causes the organization. Crises in the banking sector are
common but they represent a big risk. Reputation is very important for banks because banks with
bad reputation go out of business. In the beginning of 2020. the controversial tender was
discovered by the media. The bank was searching for a crisis communication service for a case
of “švicarac” in which they had to pay a large amount of money to the people that were
financially damaged due to irregularities that happened in the process of conversion of credits in
CHF to credits in euros. This paper will cover analysis of crisis communication of Raiffeisen
bank and the analysis of image restoration after the crisis. Since this crisis influenced the
perception of the public relation role in society, besides the theoretical aspect, this crisis will be
analyzed by communication experts and the media.

• Keywords: kriza; krizno komuniciranje; Raiffeisen banka; obnova imidža
• Keywords (english): crisis; crisis communication; Raiffeisen bank; image restoration
• Language: croatian
• URN:NBN: urn:nbn:hr:111:386983
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-10-13 12:02:27