Management of crisis communication [Gestion de la comunicacion de crisis]

Crisis communication occurs the minute a disruption is detected within a given institution, and its operations and the pursuit of its strategic objectives are jeopardized. In such a situation, the intervention of the communicator as manager of a deteriorated situation is a major asset to develop a competitive advantage. This study presents the structural invariant conditions necessary for the communicator, and the hypotheses necessary to their realization in the current context; then it shows – through a case study - how to establish the ideal conditions for their implementation.