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Goretti Castro Rey: Análisis de la estrategia de comunicación de Spanair (Barajas-2008)
error cometido es descuidar el plano emocional del accidente. Así, el análisis nos induce a afirmar
que no existe estrategia en la gestión de comunicación de crisis.
Palabras clave
Estrategia de comunicación, gestión de la comunicación de crisis, escenario de caso peor, plan de comunicación de
crisis, fase post-traumática, estrategia del silencio.
Abstract
The project is the result of an investigation which started in 2009. This study played our attention for
its diffusion in the mass media and to analyze the communication strategy employed by Spanair’s
plane crash (Barajas-2008).
The research design is compose of written documents and declarations of primary sources chosen
intentionally and sequentially and divided into two categories: Injured Memberships flight JK5022
and press associations. These agents will be interviewed with differents survey´s methodologies.
Finally, we focus the terms in a total of 445 daily news on ABC, El Mundo and El País.
From the analysis we can observed that Spanair has made some mistakes. Firstable we can see that
Spanair hasn’t a crisis communication plan. On the other hand the company didn’t talk with the
families to inform them. The organization entered into a way of lack of information that is third and
most serious mistake of crisis management. The airline didn´t take advantage of mass media and tried
to comunicate repetitive information and stop sending press releases. The fifth mistake is avoid the
emotional crash plane. Furthermore, the analysis shows that there isn’t strategy in the management
of crisis communication.
Key words
Communication strategy, management of crisis communication, worst case scenario, crisis communication plan,
post-traumatic phase, no comment.
Introducción
Este proyecto es el resultado de un proceso de investigación iniciado en el ano 2009, con la
presentación de un trabajo para el curso “Estrategias Publicitarias en situaciones de crisis”
dentro del programa de doctorado Publicidad, Relaciones Publicas y Comunicación
Audiovisual, en la Universidad de Vigo.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 620/634 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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