Krishantering för Sverige - i tiden
Sammanfattning: This study aims to analyze which strategies the Swedish Royal House uses to manage crises. The study thus intends to contribute to the field of strategic communication, regarding how social institutions can communicate strategically during crises, depending on the level of responsibility, reputation capital and previous crisis history. The King of Sweden has reigned for half a century this year and the jubilee year is an opportunity to reflect upon the institution and its ability to handle crises successfully. The study has its roots in social constructivism and through a qualitative case study, consisting of a content analysis and elite interviews, two current crises in the Swedish Royal Family have been analyzed. One was caused by the spread of rumors in social media and the other by the monarch himself. Crisis communication has been used as a theoretical framework, with an emphasis on Coombs's Situational Crisis Communication Theory. The study shows that the same three strategies, adjusting information, denial and bolstering, were used in both crises, despite clear differences between these two regarding previous crisis history and level of responsibility. The strategies should therefore be considered as guidelines rather than rules. Instead, reputation capital seems to be more important to get through a crisis successfully. Promoting and managing relationships with stakeholders is consequently found to be fundamental for all social institutions that wish to succeed in their crisis management.
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