corporate reputation,
anti-crisis PR response,
language manipulation,
mass media,
communication
Abstract
The article considers the linguisticpeculiarities of communications in overcoming crisis situations and analyzes how state and large business structures behave during anti-crisis communication events.The author analyzed publications in mass media and found a set of effective manipulation strategies which allowed to overcome a negative attitude of the recipient to an event or phenomenon.The main linguistic manipulation techniques are explained in the anti-crisis PR-response examples. A crisis situation requires the development of a comprehensive crisis management system. Every organization needs to protect its reputation and control information during crises. This is especially important when the organization’s current activities and reputation are being attacked.Also,all business processes need to be protected. The solution to protecting corporate reputation lies in using communication features and language manipulation techniques to form and influence public opinion, which is essential for anti-crisis PR-response.
