Krizno komuniciranje Hrvatskih željeznica

master's thesis

• Title (english): Crisis communications - Hrvatske željeznice case study
• Author: Brigita Banovec
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Domagoj Bebić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Krizno komuniciranje u današnje vrijeme postaje sve važnije velikom broju kompanija. Svjesne su da njihovo postupanje u krizi može imati dalekosežne posljedice na njihovo poslovanje, stoga mu posvećuju sve veću pažnju i unaprijed ga planiraju kako bi brzo, efikasno i odgovarajuće reagirale na sve vrste kriza s kojima se mogu susresti u svom poslovanju.
Cilj ovoga rada bio je objasniti teorijske postavke krizne komunikacije, navesti glavne smjernice postupanja prije, tijekom i nakon krize, a... More zatim na konkretnim slučajevima objasniti što je u krizi učinjeno dobro, a što loše. Za primjer su uzete Hrvatske željeznice koje su se tijekom 2009. godine susrele s dvije velike krize koje su uzdrmale njeno poslovanje: korupcijskom aferom koju je izazvao bivši direktor Davorin Kobak i željezničkom nesrećom u Rudinama.
Glavna metodologija korištena u radu bila je studija slučaja, a kao pomoćne su korištene intervju i analiza medijskog izvještavanja. U radu su provjeravane dvije hipoteze: da se Hrvatske željeznice nisu snašle u dvjema velikim krizama, te da je to u konačnici znatno utjecalo na njihovu reputaciju. Prva je hipoteza u jednom slučaju potvrđena, a u drugome odbačena, dok se druga pokazala točnom u oba slučaja.
Radom se željelo ukazati na važnost ulaganja kompanija u krizno komuniciranje, te obuku ljudi kako postupati tijekom krize. Krize nastupaju naglo i nije ih moguće predvidjeti, stoga će se samo kompanije koje imaju unaprijed pripremljeni plan znati nositi s neočekivanim situacijama i iz njih izaći s minimalnim posljedicama za daljnje poslovanje. Less

Abstract (english)

Crisis communication nowadays is becoming increasingly important to many companies. They are aware that their actions in the crisis could have far-reaching consequences on their business, so they pay more attention to crisis communication and advance the crisis communication plan to make a quick, effective and appropriate reaction to all kinds of crises that may be encountered in their business.
The aim of this study was to explain the theoretical postulates of crisis communications, to... More specify the main guidelines of action before, during and after the crisis, and then on specific cases to explain what in crisis is done good and what was a mistake. As an example were taken Croatian Railways which in 2009 have faced with two major crises that have shaken its business: a corruption scandal caused by former director Davorin Kobak and railway accident in Rudine.
The main methodology used in the study was a case study, and as auxiliary methods were used interview and analysis of media coverage. The paper checked two hypotheses: the first one says that the Croatian Railways did not handle well the two biggest crises in 2009, and the second says that poor crisis management had a significant impact on their reputation. The first hypothesis is confirmed in one case and rejected in another, while the second proved to be true in both cases.
The aim of this paper was to point out the importance of the investment in crisis communications, and in training people how to act during a crisis. Crises occur suddenly and can not be predicted, therefore, only companies that have pre-prepared plan of crisis communication will know how to deal with unexpected situations and get out of them with minimal side effects for further business. Less

• Keywords: krizno komuniciranje; Hrvatske željeznice; Kobak; Rudine
• Keywords (english): crisis communication; Croatian Railways; Kobak; Rudine
• Language: croatian
• URN:NBN: urn:nbn:hr:114:397959
• 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: Open access
• Created on: 2016-11-18 11:20:37