Crisis communication analysis on the example of the airline industry

Poslovna kriza pojava je koja ima velik utjecaj na gospodarstvo, grane i poslovne subjekte. U posljednjih nekoliko godina poslovna kriza javlja se u različitim oblicima te je se može susresti u svim područjima života. Poduzeća shvaćaju da kriza predstavlja dio poslovanja na koji moraju biti pripremljeni. Najbolja priprema poduzeća za krizu, bila poduzeća mala ili velika, mlada ili stara, svakako je uspostavljanje kriznog tima, provođenje simulacija te dobro provedeno krizno komuniciranje. Pravilno krizno komuniciranje ima velik utjecaj na reputaciju poduzeća te osigurava uspješan oporavak nakon krizne situacije. Poslovna kriza nije nepoznat pojam poduzećima iz avioindustrije koja se često susreću s kriznim situacijama. U radu je prikazano kako se avio poduzeća kriznim komuniciranje mogu boriti s krizom te na koje probleme najčešće nailaze. Kako se krizno komuniciranje provodi u praksi prikazano je na primjerima poduzeća Germanwings, JetBlue te hrvatskog avioprijevoznika Croatia Airlines. U radu su objašnjeni protokoli kriznog komuniciranja navedenih poduzeća kako bi analizirali spremnost tih poduzeća u slučaju pojave krize.Business crisis is a phenomenon that has a major impact on the economy, industries and businesses. In the last few years, the business crisis is occuring in various forms and can be found in all areas of life. Companies are aware of the fact that the crisis is part of the business that needs to be prepared for. The company`s best preparation for a crisis, whether small or large, young or old company, is certainly establishing a crisis team, conducting simulations and well-conducted crisis communication. Proper crisis communication has a great impact on the company`s reputation and ensures a successful recovery after a crisis situation. The business crisis is not an unfamiliar term to the aviation companies that often encounter crisis situations. The paper presents how airlines can deal with the crisis through crisis communication and what problems they most often encounter. How crisis communication is carried out in practice is shown on the examples of Germanwings, JetBlue and the croatian airline Croatia Airlines. The paper explains the crisis communication protocols of these companies in order to analyze the readiness of these companies in the event of a crisis