EFFECTIVE COMMUNICATION OF COMPANY AS AN IMPORTANT PREREQUISITE FOR THE SUCCESSFUL MANAGEMENT OF CRISIS SITUATIONS

This article deals with the issue of communication. The aim of article is to highlight the importance of the communication in crisis management of company. Communication is presented as a tool that helps companies not only to solve the crisis, but also to prevent them effectively. Therefore, the author focuses her attention on the problem of internal communication of company, as well as the problem of crisis communication of company. The ambition of the author is to present ways (methods, practice recommendations) how to achieve effective crisis communication.