Upravljanje krizama i krizno komuniciranje: analiza incidenta United Airlinesa

undergraduate thesis

• Title (english): Crisis Management and Crisis Communication: Analysis of United Airlines incident
• Author: Marta Hren
• Mentor: Lana Ciboci Perša (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2024-07-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ako organizacije nisu proaktivne i ne saniraju probleme na vrijeme, može se razviti kriza – događaj s negativnim posljedicama koji zahtijeva brzu reakciju. Uzroci krize mogu biti unutarnji i vanjski te se uglavnom na temelju uzroka razlikuju vrste kriza. Kako bi posljedice krize bile što manje štetne, nužno je učinkovito upravljati i komunicirati prije, tijekom i nakon krize. Pretkrizna faza uključuje prevenciju i pripremu. Krizna faza zahtijeva brz, usklađen i iskren odgovor, stručnost glasnogovornika te korektnu suradnju s medijima. Ovisno o kriznoj situaciji primjenjuju se strategije odgovora na krizu. Cilj je zaštiti reputaciju i imidž koje je potrebno i prethodno dobro izgraditi. Postkrizno razdoblje fokusira se na nastavak komunikacije, evaluaciji napora te organizacijskom učenju. U središtu ovog rada je analiza kriznog komuniciranja United Airlinesa uslijed incidenta iz 2017. godine kada je aviokompanija nasilno uklonila putnika s prebukiranog leta. Pritom se naglašavaju temeljni uzusi krizne komunikacije, poput pripremljenosti za krizne situacije, odabira odgovarajuće komunikacijske strategije te empatičnog odgovora.

Abstract (english)

If organizations are not proactive and don't resolve the issues on time, a crisis can emerge – an event with negative consequences that require a quick reaction. The causes of the crisis can be internal and external, and the types of crises differ mainly based on the cause. For the consequences to be as harmless as possible, it is necessary to manage and communicate effectively before, during, and after the crisis. The pre-crisis phase includes prevention and preparation. The crisis phase requires a quick, coordinated, honest response, the spokesperson's expertise, and cooperation with the media. Depending on the crisis, the organization applies crisis response strategies. The aim is to protect the reputation and image that needs to be well-established beforehand. The post-crisis period focuses on continuous communication, evaluation of efforts, and organizational learning. An analysis of the United Airlines case, when the airline forcibly removed a passenger
from an overbooked flight in 2017, examines the organization's communication with the public during and after the crisis. The importance of preparation, communication strategy, and empathetic response is emphasized.

• Keywords: kriza; krizno upravljanje; krizno komuniciranje; komunikacija
• Keywords (english): crisis; crisis management; crisis communication; communication
• Language: croatian
• URN:NBN: urn:nbn:hr:111:260264
• Study programme: Title: Communication Studies (Single Major); Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-11-04 13:53:08