The Role of Crisis Prevention from the Perspective of the Biggest Polish Companies and Public Relations Agencies on the Basis of Expert Research

The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts’ opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in an organization, crisis team with a fixed membership and a system of communication trainings) was designed. Diagnosis of prevention measures of the leaders of Polish business — based on the years 2007–2017 showed major deficiencies in the degree of companies’ preparation for the risk of crisis.