Comunicación del riesgo y percepción de la imagen corporativa interna

Abstract

Risk communication and corporate image are relevant factors for facing critical situations among business environments, specially under pressure. This study attempts to explore elements of risk communication processes inside companies and their linkage with construction of corporate image among workers. Through 11 interviews to speakers responsible for risk communication using the phenomenological hermeneutic method, the findings of this study help visualize the need of communication elements taken into account for business continuity in crisis. Results provide a scheme of the 5 categories: Risk Communication in Crisis, Corporate Image, Business Continuity in Crisis, Risk Situation and Communication in Daily Life Inside the Company, with 13 sub-categories which open the theoretical and managerial implications for comprehending risk communication elements for crisis management. With the design of the dynamic scheme of risk communication, the study also recommends taking into consideration risk communication in the construction of corporate image among workers, taking into account the speaker role, time and media used to communicate a risk situation under certain circumstances.