Abstract

The article simulates and analyzes a practical case of building anti-crisis communications by tennis player Maria Sharapova in the meldonium scandal. The factors of the development of the crisis are analyzed, strategic and tactical mistakes and blunders are revealed, strategic and tactical successes and achievements are indicated.

Highlights

  • Anti-crisis management and anti-crisis communications in the situation of the COVID-19 pandemic have become especially relevant for business, the social sphere and society as a whole

  • There are no detailed studies devoted to the problem of anti-crisis communications in the field of personal branding or sports

  • Today anticrisis management has moved away from the fact that it is only necessary to prepare for crises and wait, management consists of four main elements: prevention; preparation; reactions; revisions [3]

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Summary

Introduction

Anti-crisis management and anti-crisis communications in the situation of the COVID-19 pandemic have become especially relevant for business, the social sphere and society as a whole. There are no detailed studies devoted to the problem of anti-crisis communications in the field of personal branding or sports.

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