Krizno komuniciranje ključnih aktera na primjeru uhićenja bivšeg premijera Ive Sanadera i gradonačelnika Zagreba Milana Bandića

master's thesis

• Title (english): Crisis communication of key players exemplified by the arrests of ex-Prime Minister Ivo Sanader and Mayor of Zagreb Milan Bandić
• Author: Anja Pletikosa
• Mentor: Božo Skoko (mentor)
• Committee member: Ivo Žanić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-07-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Krizno komuniciranje predstavlja jedan od najzahtjevnijih vidova komunikacija. Kada se dogodi neka krizna situacija, pred stručnjacima za odnose s javnošću je ogroman izazov – kako ju što uspješnije prebroditi i pokušati izaći iz nje s minimalnim gubicima.
Rad primarno utvrđuje na koji način se provodi efikasno krizno komuniciranje te upravljanje imidžom javne ličnosti, odnosno koji komunikacijski alati se koriste i na koji način. Metoda istraživanja koja je korištena jest analiza sadržaja medijskih članaka kojom se utvrđivala pravovremenost i strategija kriznog komuniciranja ključnih aktera za komunikaciju bivšeg premijera Ive Sanadera i zagrebačkog gradonačelnika Milana Bandića te konkretno, koji su komunikacijski alati korišteni od trenutka kada su se uhićenja dogodila. Razdoblja koja istraživanje obuhvaća jest od 10 prosinca 2010. do 10. siječnja 2011., odnosno od dana kada je bivšem premijeru Ivi Sanaderu skinut saborski imunitet te je pokrenuta sudska procedura protiv njega kao i procedura uhićenja te razdoblje od 20. listopada 2014. do 20. studenog 2014., odnosno od dana kada je uhićen zagrebački gradonačelnik Milan Bandić. Spomenuta metoda istraživanja, analiza sadržaja, odnosi se na analizu novinskih članaka objavljenim u trima najrelevantnijim i najčitanijim dnevnim tiskovinama u Hrvatskoj - 24 sata, Jutarnjem listu i Večernjem listu. Ukupan broj obrađenih novinskih članaka je 611, od kojih se 312 odnosi na aktera Ivu Sanadera, a njih 299 na aktera Milana Bandića. Rezultati istraživanja pokazali su kako komuniciranje ključnih ljudi nije zadovoljilo standarde učinkovite krizne komunikacije. Ključni nalazi istraživanja, dobiveni analizom medijskih objava u tisku, upućuju da su odvjetnici Ive Sanadera i Milana Bandića vodili glavnu ulogu u komuniciranju koje nije bilo proaktivno već su izjave davali isključivo na upite novinara, nakon saslušanja. Važna stavka u istraživanju bila je i to da Ivo Sanader kao obični saborski zastupnik u trenutku kada se kriza dogodila nije imao glasnogovornicu niti PR tim, dok je za razliku od njega, Milan Bandić kao gradonačelnik imao svoj PR tim. Dovodeći u korelaciju implementaciju odnosa s javnošću s medijskim objavama zapaženo je da je nekorištenje alata odnosa s javnošću za posljedicu imalo oslanjanje na zakonodavna tijela kao glavne izvore u člancima dnevnih listova. Podloga za istraživanje nalazi se u teorijskom dijelu rada.

Abstract (english)

Crisis communication is one of the most demanding aspects of communication. When a crisis situation occurs, public relations experts face an immense challenge to overcome the situation as successfully as possible and to try to get out of it with minimal loss.
The thesis primarily establishes in which way an effective crisis communication and public figure’s image management are implemented, or in other words, which tools are used and in what way. The research method was the analysis of content from articles published in media, which was used in order to establish the timeliness and strategy of crisis communication of key players who were in charge of ex-Prime Minister Ivo Sanader’s and Mayor of Zagreb Milan Bandić’s communication. The method was also used to concretely determine which communication tools were utilized from the moments when the arrests were made. The two periods analyzed in the research are those between 10th December 2010, when ex-Prime Minister Ivo Sanader’s parliamentary immunity was removed and the court procedure against him started, and 10th January 2011, and between 20th October 2014, when Mayor of Zagreb Milan Bandić got arrested, and 20th November 2014. The abovementioned research method – the content analysis – refers to the analysis of newspaper articles published in the three most relevant and widely read daily newspapers in Croatia – 24 sata, Jutarnji list and Večernji list. The total number of analyzed newspaper articles is 611, of which 312 are related to Ivo Sanader and 299 to Milan Bandić. The results of the research have shown that the communication of key players did not meet the standards of efficient crisis communication. Crucial findings of the research, obtained through analysis of media releases in the press, indicate that Ivo Sanader’s and Milan Bandić’s respective lawyers had the main role in the crisis communication. Their communication was not proactive; they gave statements only at journalists’ requests, after the hearings. An important item in the research was also the fact that at the time when the crises occurred, Ivo Sanader, as a regular Member of Parliament, did not have a spokesperson or a PR team behind him, while Milan Bandić as a mayor had a PR team working for him. By bringing the implementation of public relations into correlation with media releases, it was noticed that not utilizing public relation tools resulted in reliance on legislative bodies as main sources for the articles published in daily newspapers. The basis for the research is described in the theoretical part of the thesis.

• Keywords: odnosi s javnošću; krizno komuniciranje; kriza; komunikacija; Ivo Sanader; Milan Bandić
• Keywords (english): public relations; crisis communication; crisis; communication; Ivo Sanader; Milan Bandić
• Language: croatian
• URN:NBN: urn:nbn:hr:114:789815
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-23 10:41:26