Institutional communication in situations of media crisis

Abstract

Institutional communication in situations of media crisis is an essential form of communication based on concise plans and strategies applied at key moments. The PR department is prepared at any time to react appropriately to media publications that affect the institutional image. For communication in media crisis situations, a team of professionals is formed to manage the situation, and this team has the mission to identify the possible implications that the organization could face. The present study aimed at analyzing some media crisis situations in the institutional history of the Romanian Ministry of Internal Affairs, on the one hand, and on the other hand proceeded to an analysis of the communication strategies that led to overcoming the media crises. The methodology used was of a qualitative type based on the elaboration of instrumental case studies. The conclusions of the analysis reflected that the strategies applied to combat media crisis situations are essential by means of predetermined action plans implemented in the effective management of crisis situations