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 Assignment: Article Analysis

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1.

This research study was conducted on the subject of internal crisis communication, for three

years at the University Hospital (UH), in Sweden. There are two issues that have been focused in

this research study. First is the inspection of roles and practices which should be followed by the

professionals in communication for analyzing various aspects, which are the reason for the crisis

communication (Heide and Simonsson, 2013). The second purpose is to identify new practices

that can be adopted by the communication professionals to manage the internal communication

crisis.

2.

The purpose of this research study is important as in the present scenario different organizations

are facing various types of crisis specifically related to the communication. Crisis in any

organization requires a sudden and appropriate response; otherwise it may hamper the reputation

and goodwill of the organization (Heide and Simonsson, 2013). The organizations are taking

different steps to reduce the effect of the crisis on the reputation of the organization.

3.

In order to investigate the purpose of this research study, data has been collected by using

different methods including interviews, observations and analyzing various documents of the

University Hospital. In addition to this, interpretive approach has been used for data analysis. For

the collection of primary data, interview has been conducted by both the communication

professionals and the crisis managers at the hospital, to reach the conclusion of the research. A

sample size of 24 individuals had been taken among, which 8 were the communication

professionals, and 16 were crisis managers (Heide and Simonsson, 2013). The questions asked in

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the interview were semi-structured consisting 24 questions. The interviewer took 1 to 1.5 hours

for conducting interviews with each individual. For analyzing the data collected through

interview, some themes and patterns have been developed by the researcher.

4.

One of the major findings of the research study is that the University Hospital is suffering due to

crisis like; issues related to the safety of the patients admitted to the hospital, conflicts among the

different staffs, and technical errors. This crisis sometimes forces the staffs in the hospital for not

detecting the actual issues in the health of the patients. The other finding of the research study

explains that after the merger of the two hospitals, there had been changes in the management of

the hospital (Heide and Simonsson, 2013). The top communication professionals were assigned

some other duties and were not involved in the development of strategies for the crisis

management. The third finding reflects that the United Hospitals need to implement a strong

system for the management of crisis. According to the interviewees, the internal communication

channels are useful for the crisis management.

5.

Management of crisis is a very important and crucial activity for every organization, and

effective strategies need to be developed for its management. The communication professionals

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are responsible for developing these strategies. The findings of this research study have

explained that the businesses should focus on developing the effective strategies for the

dissemination of information in the whole organization. For the distribution of the information,

intranets should be used because this technique is beneficial for the management of

communication crisis in the organization. In addition to this, it is important for the organizations

to implement the fastest means of communication in their business processes, so that all the

employees in the organization can have access to the required information and the information

can be transmitted in the appropriate manner to all departments (Heide and Simonsson, 2013). It

should be ensured that the all the discussions in the organization related to crisis management

should be distributed to all active groups and proper interaction with employees at levels of

management should be maintained and feedback should be received timely. For the effective

management of crisis, the businesses need to keep the records of previous internal crisis

communication situations, take lessons from them and then develop the strategies for the future

management of crisis. The communication manager needs to take the contribution of the

employees from different departments before developing the strategies. Along with this, the

communication managers are liable to make the employees at the organization aware about the

steps that should be taken at the situation of crisis and to prevent the occurrence of crisis.

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Reference

Heide, M., and Simonsson, C. 2013. Developing Internal Crisis Communication. Clinical Cancer

Investigation Journal 19 (2), pp. 128-146.

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