Kriskommunikation i ett senmodernt samhälle : exemplet Svenska Röda Korset

Sammanfattning: The purpose of this study is to examine how an organization communicates during a crisis and how a crisis can affect an organization's reputation/credibility in late modernity. The focus is on how the Swedish Red Cross handled crises from summer 2009 until spring 2010, and how the organization's reputation/credibility was affected by the fact that society has changed. The methodology used is a quantitative and qualitative text analysis. The results show that crises affect organizations, how much depends on how open they appear to be and how much credibility they have with them when the crisis begins. Getting to know the late modern society, to understand how it works, can bring benefits to an organization during a crisis. It can be anything from seeing stakeholders as individuals (with all that implies) to make their employees crisis communicators. If SRK had been more familiar with how the post-modern society works they would have used employees better and been more flexible. They would have been able to stave off some of the crises by responding quickly, they had been able to communicate their message more powerful and not been disclosed to the media.