ETHICS IN CRISIS COMMUNICATION AND PUBLIC RELATIONS ON THE EXAMPLE OF AGROKOR

Ovaj diplomski rad bavi se problematikom etičnosti u kriznom komuniciranju i odnosima s javnošću na primjeru koncern Agrokora. U radu je obavljeno istraživanje na temu upoznatosti i percepcije javnosti o krizi Agrokora. Objašnjeno je pojmovno određenje krize i kriznog komuniciranja, etičkih načela i odgovornosti u kriznom komuniciranju, kriznog upravljanja, objašnjene su teorije kriznog komuniciranja te je pojašnjen strateški pristup kriznom komuniciranju. Navedena je klasifikacija kriznih situacija i objašnjeni su odnosi s javnošću kod kriznog komuniciranja. Kod praktičnog dijela rada provedena je anketa u svrhu istraživanja i analize upoznatosti i percepcije hrvatske javnosti o krizi koja je zahvatila koncern Agrokor početkom 2017. godine. Cilj rada bio je pobliže upoznavanje s etičnim komuniciranjem i odnosima s javnošću u kriznim situacija u poslovnom svijetu. Svrha istraživanja bila je dvostruka. Prvi cilj bio je procijeniti koliko je hrvatska javnost upoznata s odabranim kriznim komunikacijskim stilom Agrokora za vrijeme krize, a drugi cilj bio je saznati iz kojih izvora je javnost dolazila do informacija o toj krizi te kakva je bila njihova percepcija o ponašanju Agrokorovih predstavnika u vrijeme kada se kriza odvijala.This graduate thesis deals with the issue of ethics in crisis communication and public relations using the example of the Agrokor concern. In the paper, research was carried out on the topic of familiarity and public perception of the Agrokor crisis. The work explains conceptual definitions of crisis and crisis communication, ethical principles and responsibilities in crisis communication, crisis management, theories of crisis communication and a strategic approach to crisis communication. The classification of crisis situations is listed and public relations in crisis communication are explained. In the practical part of the work, a survey was conducted for the purpose of research and analysis of the familiarity and perception of the Croatian public about the crisis that affected the Agrokor concern at the beginning of 2017. The aim of the work was to get to know more about ethical ommunication and public relations in crisis situations in the business world. The purpose of the research was twofold. The first objective was to assess how familiar the Croatian public was with Agrokor's chosen crisis communication style during the crisis, and the second objective was to find out from which sources the public obtained information about that crisis and what was their perception of the behavior of Agrokor's representatives at the time when the crisis unfolded