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Broj pregleda rada: 25
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Naslov: CRISIS COMMUNICATION OF HEALTH INSTITUTIONS DURING THE COVID-19 PANDEMIC: WHAT COULD ARTIFICIAL INTELLIGENCE IMPROVE?
Godina: 2025
Autori: ILARIJA BAŠIĆ, ORNELA LEKO, NINO ĆORIĆ
Sažetak: Similar to other management systems, organizations are not immune to crises, regardless of their size, life cycle stage, ownership, or area of activity. Crisis situations that arise from poor organizational management and communication, or because of the actions of forces from its environment, are usually atypical and happen unexpectedly, that is to say, crisis situations are events that organizations are often not prepared for. Consequently, one of the most challenging areas of their communication activity is crisis communication. A company that has already adopted strategic preparation and a management plan holds best prospects for its success, which are reflected in complete prevention or minimization of negative consequences. The level of preparedness of an organization that faces a crisis is proportional to the success of crisis management and crisis communication processes. The speed of information collection, processing, and dissemination play an important role in these situations, while the general impression is that artificial intelligence (AI) could improve the efficiency of organizational efforts in solving the abovementioned issues. AI algorithms can help in collecting, classifying and aggregating data in accordance to the degree of importance, as well as in resource allocation with the aim of timely placement of relevant information. These algorithms represent an appropriate platform to support crisis management and crisis communication.
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DRUŠTVENE ZNANOSTI
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HUMANISTIČKE ZNANOSTI
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