Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Čigoja press recently published the book Communication Strategies in Crisis Situations, by Sanja Vučinić. This is the first domestic book in Serbia which comprehensively deals with strategic communication in the crisis situations and represents a guide for strategic planning and communications management in crisis situations which enable organizations the opportunity to preserve their reputation.
At the traditional annual awards organized each December by the Association of Serbian Market Communications (UEPS), the book received a gold award in the category Publishing Project of the Year.
The book gives an overview of all phases of strategic planning of crisis communication: from research and forecasting crises, setting goals and defining target audiences in a crisis, to a detailed analysis of proactive and reactive communications strategies, or rather crisis response strategies.
“My main goal when writing this book was to create a universal guide that will be useful to all organizations, regardless of the activity they are involved in and the kind of crisis they are facing. Although crises are different, they have enough common characteristics to set main guidelines for action in advance, and according to the type of crisis and the level of reputational threat, appropriate communication strategies can be determined as response to a specific crisis situation,” the author said.
Sanja Vučinić has worked in market communications for ten years now and is successfully combining theory and practice as Client Service Director at the Belgrade agency SVA.