Public Communication in Crisis Response Management

Abstract

The purpose of this thesis was to provide a comprehensive overview of methods of crisis management in the business field. To broaden the theoretical background, the topics of digital marketing and customer behavior were researched. The main theory applied in the thesis was the Situational Crisis Communication Theory and the list of reputation repair strategies it describes. Qualitative research was the basis of the thesis. Case studies on three companies’ crisis responses were conducted. These companies were KVD Beauty, Beautyblender and Jeffree Star Cosmetics. Semi-structured interviews were conducted to extend the research on the potential customers' decision-making process. The main target group of the research was young adults, aged 20 to 29, since they comprise 34,2 percent of the global social media users. The objective was to create a set of guidelines that can be applied in most business fields with a similarly aged customer base. The results suggest that quick acknowledgment of the situation by the company involved is necessary on the relevant social media. The company’s employees should be informed and instructed against any public statements. Further investigations of the crisis and explanatory statements could be provided later. These recommendations are most suitable for companies with a target audience of 20- to 29-year-olds in the business field of clothing, cosmetics, and food production.