ABSTRACT
The golden rule for crisis communication and crisis management is to do everything we can to prevent the crisis from happening in the first place. Therefore, early identification and appropriate responses to potential public themes and events that influence an organization are very important. The organizational reality is determined by stories, and the organizational community can be brought together or separated by stories. Everything that the public relates to a company is in some way expressed through stories. A corporate story is a comprehensive narrative about the whole organization, its origins, its vision and its mission. Van Riel says the story is a realistic and relevant description of the company, created in an open dialogue with all stakeholders that the company depends on. When managing, planning, analysing, forming and conveying company-related stories, companies can use an adapted Propp model that enables them to conduct accurate analysis and suggest possible endings for the story.
