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Apologies as a Factor of the Crisis Provocation

Student: Gundarov Nikolai

Supervisor: Elena Gryzunova

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2019

In the modern world there are many crisis situations associated with the violation of moral values. All of them are united in a special type - challenges that are based either on morality or on questions of the quality of a product or service. Existing theoretical approaches to choosing a crisis response strategy do not operationalize the concept of “moral values”, in most cases they recommend using a recovery strategy with an apology and compensation for harm, which does not always lead to the restoration of relations with stakeholders and may even cause the development of “consumer terrorism”. In this paper, an attempt is made to gain knowledge of how moral values affect the public perception of the company's anti-crisis communications. By combining various theoretical approaches, the work examines the influence of moral values of stakeholders on the response and definition of a crisis situation, and corrective actions in the form of an apology. Research methods include conducting a quantitative survey - a survey among stakeholders. This work has practical significance for the press services and PR departments of companies, communication and PR agencies of Russia. The results of the research will make it possible to increase the effectiveness of the choice of external communication strategy for organizations in a crisis situation.

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