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Krisen-PR aus Sicht der Stakeholder
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Dass Krisen das Ansehen von Unternehmen oder anderen Organisationen erheblich beschdigen knnen, ist unter Krisenmanagern, Kommunikationsberatern und Wissenschaftlern konsentiert. ber die Einflussfaktoren, die den Zusammenhang zwischen Krise und Reputation genauer erklren, ist bislang jedoch wenig bekannt. Andreas Schwarz entwickelt daher ein Modell, das zeigt, wie Stakeholder die Ursachen von Krisen in Abhngigkeit von bestimmten Informationsdimensionen bestimmen und im Anschluss daran Organisationen fr negative Krisenauswirkungen verantwortlich machen. Zwei experimentelle Studien ergaben, dass Ursachen- und Verantwortungszuschreibungen einen wesentlichen Einfluss auf krisenbedingte Reputationsschden haben. Diese Befunde bildeten den Ausgangspunkt zur Entwicklung forschungsgesttzter Krisenkommunikationsstrategien fr die ffentlichkeitsarbeit von Organisationen.
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