"Konsten att glidflyga genom en storm" : En innehållsanalys gällande Red Bull GmbHs hantering av kriskommunikation

Sammanfattning: Crisis management encompasses a range of strategies, including crisis communication, which plays a critical role in maintaining a company’s reputation and managing stakeholders’ perceptions during challenging situaions. This study investigates the crisis communication practices employed by Red Bull GmbH during a crisis situation. The aim is to assess whether the company adheres to established guidelines outlined in the literature for effective crisis communication. The research methodology involves the collection and analysis of documentary data from various public communication channels, including social media, websites, and published articles. Content analysis is conducted inconjunction with existing research, incorporation the Situational Crisis Communication Theory and Stakeholder Theory frameworks. The findings reveal the Red Bull GmbH predominantly aligns with the literature’s recommendations, notably by demonstrating empathy in incidents, disclaiming responsibility, and emphasizing their own expertise.