Abstract

Abstract:

The reputation is one of the intangible and vital assets that organizations insist on for its edifice, protection and preservation, and it is indices for their development and continuity. This stems from its importance in providing organizations with various important opportunities to initiate collaborations with exceptional partners and provide them with protection in times of crisis.
Protecting reputation is a strategic challenge for organizations, since they do not own their reputation and cannot directly control it, as long as the decisions taken and the information offered to interest groups through different means of communication. That is to say, the way of obtaining this information and the way of its management have direct repercussions on its reputation and in particular in times of crisis, because crisis communication contributes to protecting the institutional image of the institution. Flawed organization to avoid its collapse and it helps to provide the public with information against fake news and improve the conditions for renewing trust in the organization and building a reputational reserve for the organization.
The study aims to highlight the role that crisis communication suits it to protect the reputation of the organization during and after the crisis.
The choice of the Saidal group as a case study for its arguments, since the state of the crisis that shook the Saidal group with its rhumafed drug offers a good concrete example to highlight the role of communication in moving beyond the crisis and its ability to protect its reputation, in particular that the Group has a good reputation as a large organization, technically vigorous and professionally efficient.
The study based on the methodology of the case study, and within the framework of this approach, the researcher used the method of complete scanning at the level of the direction of information and communication of the Saidal group and which includes eight people. The semi-structured interviews from March 11, 2018, until November 07, 2019.In addition to the concomitant analysis of the contents of the official electronic site of the Saidal group, their publications on its official Facebook page and the tweets on its Twitter page. Study carried out between the periods of July 2016 until May 2020.
The study led to several results, the most important of which are crisis communication played a key role in managing the crisis and protecting the group's reputation through: The contribution of the group's interest to communication activities to cushion the negative repercussions of the crisis , his determination to be attentive to the outside public, in order to provide him with information about the crisis and to target it in his communication discourse to interact quickly with him and his ability to relate the causes of the crisis before others, pay attention to the use of various forms of communication to target different audiences, protect their reputation, and take all measures to avoid similar crises.
As it played a fundamental role after the crisis in protecting its reputation through: prepare a communication strategy that contributes to the prevention of expected crises and the similar, creating information and communication department, the exercise of the Group's social responsibility based on the fact that it is a civic institution , to establish good relations with all the media, and to forge solid links with representatives of the media and keep pace with digital communication and invest in communication through the website and social networks.
In conclusion, the Saidal group has been able to use crisis communication as the main actor to face the crisis and to protect the assets of its reputation.

Information

Item Type:	Thesis
Divisions:	» Faculty of Social Sciences and Humanities
ePrint ID:	2432
Date Deposited:	2020-12-08
Further Information:	Google Scholar
URI:	https://www.univ-soukahras.dz/en/publication/article/2432

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