Crisis Management Days

Persuasion as the key to trust and effective crisis response

Boris Ferenčak

University of Applied Sciences Velika Gorica

Martina Mihalinčić

University of Applied Sciences Velika Gorica

Ivica Turčić

University of Applied Sciences Velika Gorica

Keywords: Persuasion, Crisis communication, Trust

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Abstract

This paper analyzes the role of persuasion as a fundamental communication tool in crisis management, emphasizing its function in enhancing the competence and credibility of communicators in crisis situations. Persuasion enables the strategic shaping of messages to guide target audiences toward constructive solutions through clearly defined guidelines and advice. As the most effective long-term form of crisis communication, persuasion is based on realistic foundations, contributes to building trust, and encourages rational and positive public thinking, which is crucial for effective crisis management.

However, under the pressure of public scrutiny, political opposition, and intense media oversight, even experienced communicators may resort to manipulative elements, potentially undermining the credibility of crisis communication. Therefore, the importance of systematic preparation for crisis managers in all aspects of persuasive communication is emphasized, particularly in the context of contemporary crises such as pandemics, to ensure consistency, ethics, and effectiveness in crisis communication.

The paper also examines the perception of persuasion among target audiences and its impact on shaping attitudes and decision-making in crisis conditions.