How to cooperate efficiently with the media in situation of crisis – case study

- Ewa Baradziej-Krzyżankowska, M.Sc.

The essence of this article is to show the differences and the degree of difficulty in standard and crisis communication. Communication that we use every day in cooperation with the media should serve as the basis and contribution to obtaining certain efficiency of information distribution, which will pay off in a crisis situation. Rescuing a dog named Baltic could prove to be a major crisis in the history of the NMFRI. There were many threats and decisions that could be regarded as unfavourable for the Institute — is it allowed and for the sake of what — to threaten health and life of people to save an animal; what would happen if the rescue action failed?
Three mandatory rules for communicating with the media were adopted:

  • Speed — proactive communication 24/24.
  • Transparency —in the full sense of the word.
  • Communicating through the same channels as journalists communicated with the Institute.

Strict adherence to these rules resulted in a fact that, in spite of these difficulties, the communication was actually exemplary.

Ewa Baradziej-Krzyżankowska, M.Sc., National Marine Fisheries Research Institute, Poland – works at the National Marine Fisheries Research Institute. She has specialised in Public Relations for over twenty years. After graduating in Polish Philology at the Faculty of Humanities and History at the University of Gdansk, she worked for many years as Director of Advertising and Marketing in Polish and international companies. She completed a number of courses in the field of promotion and marketing including at the Gdańsk Foundation for Management Development. She graduated from the London School of Public Relations in 2011.

DOI: 10.14611/minib.11.01.2014.14

Contact: ekrzyzankowska(at)

MINIB, 2014, Vol. 11, Issue 1
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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