THE COMPLEX APPROACH TO PREVENTIVE MANAGEMENT OF CRISIS:CRISIS MANAGEMENT AND CRISIS-PROOF PR

Complex approach is a special methodological strategy focused on multiple-aspect, interdisciplinary knowledge of difficult objects and their diversified causation the result of which is a holistic conception of the object. This strategy underlies the present interpretation of technologies of preventive management of crisis. Crisis management in a broad sense is a general management activity in a company on its conversion from unstable condition (stagnation, a collapse) to balanced reproduction. At all similarity, crisis-proof PR, understood as a complex of enabling technologies, oriented on preparation for crisis, including its forecasting, prevention and creation of crisis management plan, timely revealing and management of it, in order to form, preserve, or strengthen company's favorable reputation, as well as regulate its consequences, carried out continuously - is an independent sphere of activity which is different from crisis management.

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