Kriskommunikation

When a crisis hits a company, it is very important that the company communicate with its customers. Communication is important for a company in crisis because this is a way for the company to tell their side of the story and thereby try to get the customers to see things their way. Because mass media reaches a lot of people, it is a simple and fast way for companies in crisis to get their message out to the world. Mass media can be very useful for a company, but it can also be a problem. Mass media and companies in crisis may or may not have the same purpose with the communication. It is important for companies to be aware of this as well as the importance of the timing. To be successful in crisis communication companies need to know what, when and why to say it. For this thesis we have studied SJ and SL, which are two companies that has been having media exposed crisis recently. We also have chosen to study mass media through articles in two major Swedish newspapers, Dagens Nyheter and Expressen. We have made interviews with four persons at the companies that works with communication and with four journalists that wrote about the crisis in these newspapers. During this study we have found that both mass media and companies in crisis find communication to be very important for the outcome of the companies in crisis. It is hard to say exactly what information that is the most important in what stage of the crisis. Though, it can be said that some information seems to be more important in the beginning of a crisis and some information seems to be more important at the end of a crisis. Companies need to be aware of this before the crisis hits, to make sure that the communication is being handled in a way that is the best for the companies out coming of the crisis.

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