THE ROLE OF COMMUNICATION IN CRISIS MANAGEMENT

This paper discusses effective communication between crisis management - employees as a key for making a relationship of trust between these parties, because the crisis is their common business problem. Emphasis is made on the proactive behavior of employees, which is reflected in affirmative support of management, and the impact of transactional, transformational and transcendental leadership of crisis managers on employees proactivity. Special accent is put on the issue of gaining trust of employees in crisis management, where a significant (and crucial) role may have an effective internal communication. Hence the paper gives some practical recommendations for developing communication skills of crisis managers. It also emphasizes the importance of an offensive strategy of crisis communication directed to employees as primary stakeholders in the stakeholder approach.