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  • Vijesti

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    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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Home Interview

Sanja Vučinić: React quickly, but not rashly, to a crisis

How to bring order to the chaos created by a crisis

06/02/2016
in Interview
4 min read
Sanja Vučinić: React quickly, but not rashly, to a crisis

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Dejan Letić

Sanja Vučinić, Client Service Director of the Belgrade agency SVA, and author of the book Communication Strategies in Crisis Situations. This is the first book written in Serbia which comprehensively deals with strategic communication in crises, and represents a guide for strategic planning and communication management in crisis situations.

At the traditional annual awards of the Association for Serbian Market Communications (UEPS) held in December last year, the book received a gold award in the category Publishing Project of the Year.

Media Marketing: What inspired you to write a book on crisis communication?

Sanja Vučinić: Crisis management experience. The crisis communication projects on which I worked with the SVA agency team were my main inspiration to explore this topic, so much so that I even wrote a doctoral thesis on the subject. The book is a natural extension of that, and now I am very pleased that I can share the knowledge I gained with everyone who might find it useful.

Media Marketing: Do modern times bring new crises?

Sanja Vučinić: Yes, they bring a great number of changes at lightning speed, and organizations must adapt to these changes even faster. Sometimes they fail, and then delayed problems turn into crises. Moreover, the public’s expectations are increasing, necessitating more open communication. And if we add to this the trends in the development of digital media, which transmit news as it happens, it’s clear that the response to any crisis must be much faster – but not rash.

Media Marketing: What was your greatest challenge while exploring crisis communication?

Sanja Vučinić: How to bring order to the chaos produced by a crisis was the main challenge. Working on a variety of cases, I’ve seen that some of the rules are the same for all. My goal was to make a universal manual for strategic communication, which could be beneficial to all organizations, regardless of their activity and the type of crisis they are facing. Another important challenge in the analysis of a large number of communication strategies was to find a mechanism for the selection of the most effective strategy for each specific crisis.

Media Marketing: Could you give us some advice on how we can avoid a crisis?

Sanja Vučinić: By being well prepared and proactive. Research has shown that the preparedness of an organization reduces the number of crises with which they are confronted, in the same way that the installation of a security system reduces the number of burglaries. In addition, statistics show that about 2/3 of crises are of the smouldering crises category – those that could be prevented before they escalate. Monitoring changes in the environment and the existence of a contingency plan, with a list of potential crises and their symptoms, helps organizations to recognize and avoid such crises in time. A part of every good plan includes regular training. So organizations that regularly train their people in communication skills and maintain good relations with their target audiences and the media will not be paralyzed when a crisis strikes.

Media Marketing: How can a company prepare for and foresee potential crises?

Sanja Vučinić: They can engage their own “internal terrorists”. It’s a model for predicting crises, whereby the key people of the organization are given the role of internal terrorists, whose aim is to destroy the organization. In my experience working with clients, using this model often results in unexpected results, because the perspective is changed. Using their knowledge of all the problems and weak points of the organization, “internal terrorists” can actually predict potential and possible crises. This is the first step in preparation – to define a list of potential crises, their likelihood and the degree of their destructive effect. The next step is to prepare a plan, or to select appropriate proactive and reactive strategies.

Media Marketing: What if we can’t avoid a crisis? What can we do when it strikes?

Sanja Vučinić: The most important thing is to become the key source of information. The organization in crisis should quickly issue its own version of the story, before public opinion regarding the crisis event is formed. That increases the likelihood that the organization’s version of the story will be accepted and that it will affect the interpretation of any further information. In addition to what’s really happening, the public’s perception of it is also important, and this perception can be influenced. One person sees the glass as half empty, the other as half full. A crisis event can be interpreted in the same way. This doesn’t mean deception, but a presentation of the crisis in such a way that it doesn’t cause unnecessary panic and rumours.

Media Marketing: Last question, what can we learn about crisis communication from your book?

Sanja Vučinić: The book gives an overview of all the phases of strategic planning through which you must pass to make a crisis plan for your organization. This includes the prediction of potential crises and detailed planning of strategic responses, key messages, and tools and channels of communication. In addition to creating your plan, the book also explains its application, through examples and processes to identify and curb the crises, as well as models and principles for effective response. In the process, the specifics of media relations are presented, as well as internal, external, rumour and virtual communication in a crisis.

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