<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Image management in crisis situations is one of the most important functions, not only for a company’s team responsible for marketing, but also for its executives and strategists. Given today’s ubiquity of the Internet, crises spread faster than just a few years ago, making it important to halt them effectively with the help of virtual communication. This article first considers the theoretical fundamentals in the field of image management, defining the concept of crisis, its sources and phases. Next, the empirical part presents a profile of the company under consideration, CD Projekt, examining selected examples of the crisis situations in has experienced. We then describe the solutions and strategies the company undertook to minimize the effects of the crisis, mainly losses of reputation. A survey was also carried out on a sample of 354 people from the company’s broader environment in order to gauge people’s opinions about changes in the company’s perception.</p>
</abstract>

Image management in crisis situations is one of the most important functions, not only for a company’s team responsible for marketing, but also for its executives and strategists. Given today’s ubiquity of the Internet, crises spread faster than just a few years ago, making it important to halt them effectively with the help of virtual communication. This article first considers the theoretical fundamentals in the field of image management, defining the concept of crisis, its sources and phases. Next, the empirical part presents a profile of the company under consideration, CD Projekt, examining selected examples of the crisis situations in has experienced. We then describe the solutions and strategies the company undertook to minimize the effects of the crisis, mainly losses of reputation. A survey was also carried out on a sample of 354 people from the company’s broader environment in order to gauge people’s opinions about changes in the company’s perception.

Image Management with the Use of Virtual Communication in Crisis Situations Based on the Example of the CD Projekt Capital Group

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Image management in crisis situations is one of the most important functions, not only for a company’s team responsible for marketing, but also for its...

Image Management with the Use of Virtual Communication in Crisis Situations Based on the Example of the CD Projekt Capital Group

Published Online: Oct 22, 2021

Page range: 1 - 20

DOI: https://doi.org/10.2478/minib-2021-0012

Keywords
image management, public relations, marketing, crisis

© 2021 Mateusz Pacierz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Image Management with the Use of Virtual Communication in Crisis Situations Based on the Example of the CD Projekt Capital Group

Published Online: Oct 22, 2021

Page range: 1 - 20

DOI: https://doi.org/10.2478/minib-2021-0012

Keywordsimage management, public relations, marketing, crisis

© 2021 Mateusz Pacierz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
image management, public relations, marketing, crisis