Abstract
Abstract. Effective communication may be sufficient under normal conditions, but in chaos conditions strategic communication is required. There has been cases of unsuccessful management during times of sudden huge problems due to the use of wrong communication behaviors. This work presents together an example and the requisites of a successful a strategic communicator in chaotic conditions. The study begins with examples of mismanagement behaviors in strategic communication. It establishes a link between chaos management and strategic communication. A successful example on this topic is drawn from an analysis done on the strategic communication behaviors of the vice president of Coca-Cola Company Shay Drohan considering his ability in the use of strategic communication in handling chaotic situations.
Keywords. Chaos management, strategic communication, Coca-Cola, Case study.
JEL. H12, M10, M12, L10.
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