Handling public opinion during a corporate crisis

The aim of this thesis is to provide a better understanding of how to handle public opinion during a corporate crisis. The research describes, explores and tries to explain what should be included in a crisis communication plan, how the actors involved in a crisis management team can be described and how an organization prepares its management for corporate crises. A case study on Boliden Limited and the crisis they faced in Apirsa, Spain has been conducted. The findings of this study shows that a crisis communication plan should include the issue of conveying a key message, and that internationally diverse organizations use more than one spokesperson when communicating during a crisis. The study further shows that the selection of the members of a crisis management team is based upon their knowledge, rank and position within the company and that organizations provide employees at managerial level with media training.Validerat; 20101217 (root