THE CRISIS AS A MANIFESTATION OF ORGANIZATIONAL TRANSFORMATION

Abstract

A crisis can be perceived as a bifacial manifestation of change: on the one hand, it signals an incapacity of management of the resources in a constant flow, under the acute influence of a series of negative (either endogenous or exogenous) factors, and, on the other hand, it may be used as an instrument which determines an organisation to adapt to the influences that affect its state of balance. In order to cope with the crisis, the organisation must use a very wide range of resources which require a higher flexibility and a different perception of things. Our current approach focuses on three elements which are substantially active in the field of public relations: the context, the content and the behaviorof the consumer. These aspects define the state of crisis as a transformational phenomenon that can help an organisation to maintain, to rebuild and to intensify its stability and ultimately to evolve. Regardless of the triggering factor, the crisis requires an attitude of repositioning towards the new reality which the organisation has to face.