CRISIS COMMUNICATION STRATEGIES USING IMAGE REPAIR THEORY: A CASE STUDY OF PODRAVKA IN CROATIA

Abstract

This paper explores the application of image repair theory in crisis communication strategies, focusing on the case study of Podravka in Croatia to identify effective methods of managing public perception during organizational crises. The study evaluates how Podravka, one of the biggest companies in Croatia's food industry, navigated its crisis by employing image repair strategies. By examining the company's responses and communications during the crisis, this research highlights the significance of maintaining a positive public image and the role of proactive communication in mitigating damage to reputation. This study aims to fill the research gap in the current literature regarding the application of image repair theory in corporate crisis management. It provides insights into effective crisis communication strategies that can be employed to repair and enhance corporate image, particularly in times of public scrutiny.