Authors: Saila Saraniemi; Satu Nätti; Suvi Rahkolin
A deliberate and planned crisis communication strategy is an important part of key account relationships. Although the influences of crisis on those relationships are examined in many studies (Salo, Tähtinen & Ulkuniemi, 2009: Thiessen & Ingenhoff, 2010: Coomb, 2007: Tähtinen & Vaaland, 2006), research on crisis communication in business to business key account relationships is still scarce. This study aims to comprehensively describe and define what crisis communication is like, to outline ways to communicate in a crisis situation (in order to preserve the relationships) and to draw links between key account management (KAM) and crisis communication.Our approach is qualitative and the empirical data was gathered from people responsible for strategic accounts and who are experienced in crisis communication. We analysed managers’ stories of crisis processes and related communication in relationships, as well as more general views of the phenomenon.The results of the research combine discussions of crisis communication and key account management. These results indicate that taking up the baton and communicating the importance of strategic account are important starting points of crisis communication. Furthermore, successful crisis management appears as an open, active and resolution-focused activity. The role of the key account manager as a crisis communicator and primary identifier of the crisis is emphasized, which is an important managerial idea. With the help of these results we are able to distinguish characteristics of media-based crisis communication from crisis communication in key involving relationships, and enhance more efficient communication in crisis situations with strategic accounts.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)