20.500.12556/ReVIS-14519 Krizno komuniciranje kot orodje za zaščito družbenega ugleda podjetij v času etičnih sporov Crisis Communication as a Tool to Protect the Social Reputation of Companies in Times of Ethical Conflicts V magistrski nalogi smo obravnavali krizno komuniciranje podjetij pri etičnih sporih in njegovo povezanost z zaznavanjem korporativnega ugleda. Tema je pomembna, ker etični spori ne vplivajo le na delovanje podjetja, temveč tudi na zaupanje deležnikov, legitimnost in dolgoročno javno podobo podjetja. V teoretičnem delu smo predstavili temeljne pojme kriznega komuniciranja in izbrane teoretične pristope, med njimi situacijsko teorijo kriznega komuniciranja, teorijo obnove podobe oziroma ugleda, teorijo apologije, teorijo uokvirjanja, teorijo deležnikov in diskurz prenove. V empiričnem delu smo s spletnim anketnim vprašalnikom preučili, kako anketiranci ocenjujejo krizno komuniciranje v štirih izbranih primerih etičnih sporov: Volkswagen – Dieselgate, Facebook – Cambridge Analytica, Boeing 737 MAX in BP Deepwater Horizon. Rezultati kažejo, da sodelujoči učinkovito krizno komuniciranje povezujejo predvsem z iskrenostjo, transparentnostjo, pravočasnim odzivom, prevzemom odgovornosti, opravičilom, empatijo in konkretnimi popravljalnimi ukrepi. Hipoteze so bile potrjene na ravni zaznav anketirancev, pri čemer raziskava ne meri dejanskega vpliva kriznega komuniciranja na ugled podjetij, temveč njihove ocene predstavljenih kriznih odzivov. Sklepna ugotovitev naloge je, da anketiranci obnove ugleda po etičnem sporu ne povezujejo samo z javnimi sporočili, ampak tudi z odgovornim ravnanjem podjetja, vidnimi spremembami in skladnostjo med besedami ter dejanji. In our master's thesis, we discussed crisis communication in companies in ethical disputes and its connection with the perception of corporate reputation. The topic is important because ethical disputes affect not only the company's operations, but also the trust of stakeholders, legitimacy and the long-term public image of the company. In the theoretical part, we presented the basic concepts of crisis communication and selected theoretical approaches, including the situational theory of crisis communication, the theory of image or reputation restoration, the theory of apology, the theory of framing, the theory of stakeholder theory and the discourse of renewal. In the empirical part, we used an online survey questionnaire to examine how respondents evaluate crisis communication in four selected cases of ethical disputes: Volkswagen - Dieselgate, Facebook - Cambridge Analytica, Boeing 737 MAX and BP Deepwater Horizon. The results show that the participants associate effective crisis communication primarily with sincerity, transparency, timely response, assumption of responsibility, apology, empathy and concrete corrective measures. The hypotheses were confirmed at the level of respondents' perceptions, whereby the research does not measure the actual impact of crisis communication on companies' reputation, but rather their assessments of the presented crisis responses. The final finding of the task is that respondents associate the restoration of reputation after an ethical dispute not only with public messages, but also with the company's responsible behavior, visible changes, and consistency between words and actions. krizno komuniciranje korporativni ugled etični spori transparentnost odgovornost obnova ugleda crisis communication corporate reputation ethical disputes transparency accountability reputation restoration true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-09-05 19:24:39 2026-09-05 19:24:39 2026-09-06 03:07:38 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 35622 19011$$Ina_Verbovsek_Zakljucen_tehnicni_pregled.pdf 19011$$Ina_Verbovsek_Zakljucen_tehnicni_pregled.pdf 1 F8A4ACD4B9D39C4DB1737BC9DAC736B7 23ea63bc960fec2f8dfdaf35881307e74b21101c975ffec7b112a37a230122f2 adf98d06-a94e-11f1-9f8c-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=17598 Fakulteta za uporabne družbene študije 0 0 0