МОЛОДЁЖНЫЙ ПРОЕКТ ДЛЯ ТЕХ, КТО ДЕЛАЕТ ПЕРВЫЕ ШАГИ В НАУКЕ
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2015. Том 9. Выпуск 2. Тематический выпуск ПРОСТРАНСТВО И ВРЕМЯ ПРИНЯТИЯ РЕШЕНИЙ / Thematic Issue SPACE, TIME AND DECISION MAKING / Die thematische Ausgabe RAUM UND ZEIT DER ENTSCHEIDUNGSFINDUNG
ПРИНЯТИЕ РЕШЕНИЯ И СРЕДА: ДИСКУРСЫ — ТЕХНОЛОГИИ — ПРОБЛЕМЫ КОММУНИКАЦИИ / DECISION MAKING AND ENVIRONMENT: DISCOURSES — TECHNOLOGIES — COMMUNICATION PROBLEMS / ENTSCHEIDUNGSFINDUNG UND UMWELT: DISKURSEN — TECHNOLOGIEN — KOMMUNIKATIONSPROBLEMEN
Гуров Ф.Н.
Принятие решений при осуществлении антикризисных коммуникаций
Гуров Филипп Никитич, преподаватель кафедры философии языка и коммуникации философского факультета МГУ имени М.В. Ломоносова, генеральный директор Коммуникационной группы «Гуров и партнеры», член совета директоров Международной ассоциации бизнес-коммуникаторов (IABC Russia)
E-mail: gurov@gurovpr.ru
В статье рассмотрен процесс принятия решений при осуществлении антикризисных коммуникаций. Для кризисной ситуации характерна быстрая скорость развития событий. Предотвращение кризисов имеет стратегическое значение для бизнеса. Особую важность приобретает вопросно-ответная процедура.
Ключевые слова: принятие решений, антикризисные коммуникации, связи с общественностью, кризис, кризисное управление, информационная политика, вопросно-ответные процедуры.
Литература
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Coombs W.T. Ongoing Crisis Communication: Planning, Managing, and Responding. Thousand Oaks: Sage. Publications, 2014. 224 p.
González‐Herrero A., Smith S. "Crisis Communications Management on the Web: How Internet‐Based Technologies Are Changing the Way Public Relations Professionals Handle Business Crises." Journal of Contingencies and Crisis Management 16.3 (2008): 143—153.
Schultz F., Utz S., Göritz A. "Is the Medium the Message? Perceptions of and Reactions to Crisis Communication via Twitter, Blogs and Traditional Media." Public Relations Review 37.1 (2011): 20—27.
Seeger M.W. "Best Practices in Crisis Communication: An Expert Panel Process." Journal of Applied Communication Research 34.3 (2006): 232—244.
Ulmer R.R., Sellnow T.L., Seeger M.W. Effective Crisis Communication: Moving from Crisis to Opportunity. Thousand Oaks: Sage Publications, 2014. 264 p.
Цитирование по ГОСТ Р 7.0.11—2011:
Гуров, Ф. Н. Принятие решений при осуществлении антикризисных коммуникаций [Электронный ресурс] / Ф.Н. Гуров // Электронное научное издание Альманах Пространство и Время. — 2015. — Т. 9. — Вып. 2: Пространство и время принятия решений. — Стационарный сетевой адрес: 2227-9490e-aprovr_e-ast9-2.2015.43.
Gurov Ph.N. "
Decision Making in the Implementation of Crisis Communications
Phillip N. Gurov, M.Comn., Chief Executive Officer of PR Agency ‘Gurov and Partners’, Lecturer at Chair of Philosophy of Language & Communication, Philosophical Department of Lomonosov Moscow State University
E-mail: gurov@gurovpr.ru
Implementation of crisis communications is the greatest challenge for public relations specialists. Fast development of the events is typical for crises. Making the right and timely decisions in crisis is very essential, as this is the matter of existence of the company. Recently, actions or statements of state authorities often caused crises. The economic crisis also affects the communication strategy.
The article reviews the concept of crisis and crisis communications, as well as the causes of the crisis, groundwork and reactive measures to ease and overcome it. In addition, the author has analyzed the specific examples of managing of the crises. Crisis communications viewed through the prism of the decision-making.
In my article, I show decision-making process in crisis communications is the subject to the general laws. It is possible to make an analogy with the social practice established in the warfare. The importance of crisis communications for the company brings decision-making process of crisis preventing to the strategic level (although they could happen within the short time period). Decisions are developed and controlled at the highest management level. As showed above, another characteristic of the crisis communications is an exceptional importance of question-answer procedure. It is not only one of the tools of critical thinking, that help to make the right decisions, but it is also the principal tool for engaging stakeholders.
My conclusions are as follows:
(i) the structuring decision-making process in the organizational activity going by analogy with the social practice prevailing in military affairs;
(ii) during crisis management, it should be taken both guidance decisions (i.e. those decision-making procedures, which are clearly stipulated in the relevant regulatory documents), and non-guidance ones caused by the fact that the diversity of crisis situations cannot be described in advance;
(iii) some non-guidance decisions may have the character of innovation associated with change and development of methods and results of human activity;
(iv) feature of crisis communications is particular importance of question-answer procedures. Here they are not only one of the mechanisms of critical thinking, helping to make the right decisions, but also become the main tool for engaging with stakeholders.
Keywords: decision making, crisis communications, public relations, crisis, crisis management, information policy, question-answer procedure.
References:
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Coombs W.T. Ongoing Crisis Communication: Planning, Managing, and Responding. Thousand Oaks: Sage Publications, 2014. 224 p.
Dyshkant P. "Six Basic Principles of PR in Crisis." Press Service 1 (2011): 31—34. (In Russian).
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Gurov Ph.N. Business Promotion in Internet: All about PR and Advertisement Online. Moscow: Vershina Publisher, 2009. 152 p. (In Russian).
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Ulmer R.R., Sellnow T.L., Seeger M.W. Effective Crisis Communication: Moving from Crisis to Opportunity. Thousand Oaks: Sage Publications, 2014. 264 p.
Cite MLA 7:
Gurov, Ph. N. "Decision Making in the Implementation of Crisis Communications." Elektronnoe nauchnoe izdanie Al'manakh Prostranstvo i Vremya [Electronic Scientific Edition Almanac Space and Time: Space, Time and Decision Making] 9.2 (2015). Web. <2227-9490e-aprovr_e-ast9-2.2015.43>. (In Russian).
