Zdrojový dokument:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 42/2018
ISSN:1211-555X (Print)
Abstrakt:
The objective of our work was to identify the role mass media play in crisis
communication. We chose the “methanol affair” as an example of a crisis situation
which seriously affected the health and lives of people. We wanted to find out whether
there are links between the number of published articles and the subsequent volume
of spirits sold during the crisis situation in the Czech Republic such as the methanol
affair. We used regression analysis and established that the number of articles
related to the methanol affair significantly influenced the sales of spirits. The
publication of each article was followed by a decrease in sales of spirits and vice
versa, i.e., following a decline in the number of articles, sale volumes went up.
Negative consequences have also been reported by producers whose annual sales
have fallen in a year-to-year comparison. Last but not least, the government also
suffered a loss by collecting significantly less money from excise duty as well as other
taxes (VAT, income tax). The role of mass media is crucial in crisis communication,
businesses should not underestimate the cooperation with mass media and they
should be the first to promptly inform the mass media so that they can maintain the
confidence of consumers.