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Ein Firestorm – was tun? Krisenkommunikation bei digitalen Markenkrisen

In: Innovatives und digitales Marketing in der Praxis

Author

Listed:
  • Nele Hansen

    (IU Internationale Hochschule)

  • Josef Arweck

    (IU Internationale Hochschule)

Abstract

Zusammenfassung Firestorms (im Deutschen oft auch als Shitstorms bezeichnet) als Form digitaler Markenkrisen stellen für viele Unternehmen heutzutage ein existenzbedrohendes Ereignis dar, während sie für andere ein willkommener PR-Gag sind. Doch vor welchen Firestorms sollten sich Unternehmen potenziell fürchten, wie können sie sich vorbereiten und wie reagieren? Nach einer konzeptionellen Einordnung von Firestorms als Markenkrise im digitalen Zeitalter zeigen zwei Praxisbeispiele mögliche Auslöser, Verläufe und Konsequenzen auf. Der Beitrag schließt mit Empfehlungen für geeignete Krisenkommunikationsstrategien.

Suggested Citation

  • Nele Hansen & Josef Arweck, 2023. "Ein Firestorm – was tun? Krisenkommunikation bei digitalen Markenkrisen," Springer Books, in: Christian Lucas & Gabriele Schuster (ed.), Innovatives und digitales Marketing in der Praxis, chapter 0, pages 415-425, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38210-0_25
    DOI: 10.1007/978-3-658-38210-0_25
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