Management and Influence of Media in Crisis Situations of Enterprises

Well-organized channels of communication, which ensure a fast and efficient flow of information, form the basis for the development of positive relations at different management levels in the company. An attempt at balance in crisis situations boils down to playing with the media. Does the media play with the crisis or does it shape and define them? On this, a credible answer to the question could be given by participants in the media, as well as certain groups who have the opportunity to cooperate with them. There is no company that was not affected by the crisis. How long the crisis situation lasts depends on management, stakeholders, the public, relations with the media, the general state of the economy, the environment, and a number of factors, which appear sporadically demanding an effort to find a way out of the crisis. A crisis is essentially an event with potential negative consequences that affect the organization, company, industry, state, target public, products, services, and name. The media is responsible for the transmission of important information and strict attention must be paid to foreign parties’ communication, communication instruments, and communication functions. A parallel can be drawn here between communication and information because everything in the function of the media permeates perfectly and acquires a unique quality. From the other parties, celebrities, disguised advertising, and social networks represent one of the most common forms today of informing the general public about a product or service, today’s younger population. Crisis communication is an interactive process and can be defined as the exchange of information and opinions before, during, and after the outbreak of crisis situations. Marketing managers often know how to take advantage of unfavorable conditions in the economy, nature, and society by finding a solution to overcome certain problems. The aim of the research is to observe the influence of the media in the function of management in crisis situations of certain companies on the territories of Serbia, the Republic of Croatia, and Bosnia and Herzegovina as well as proposing measures on how to act in the future. The results of previous research in this area were used in the paper. The purpose of this research was to determine to what extent in the areas of the Republic of Croatia, Serbia, and Bosnia and Herzegovina, there is this form of influence as well as whether it is used as positive or negative publicity.