Pembimbing : Susi Yunarti

ABSTRAK :
Crisis communication strategy is key in preventing negative impacts on businesses when facing unforeseen situations. This research aims to analyze the role of crisis communication strategies in educing risks and maintaining a company's reputation. The research method employs a qualitative approach with case studies of several companies that have effectively managed crises. Findings indicate that the implementation of appropriate communication strategies, transparency, and responsiveness are crucial factors in mitigating potential negative impacts. Keywords in this research nclude communication strategy, crisis, prevention, negative impact, and business. The practical implication of this research underscores the need for companies to have well-structured and coordinated crisis communication plans to anticipate and effectively respond to crises, thus minimizing negative impacts on their businesses. This research contributes significantly to understanding he importance of crisis communication strategies in the context of modern dynamic and complex business environments.

Keyword : communication strategy, crisis, preventing negative impacts, and bu