Critical Vulnerability of the Leading Industries of the Polish Economy

The perspective of the division into industries gives the opportunity to implement more advanced analyses regarding the type and frequency of image crises. Scientifi c objective: The presentation of an example of how to select oppressive industries based on a model referring to the leading branches of the Polish economy. Research methods: The quantitative research using an auditorium questionnaire conducted among PR specialists and desk research, incl. 500 List of the "Rzeczpospolita" daily. Results and conclusions: Studies have shown that there is a group of industries operating on the market that are particularly vulnerable to the occurrence of communicational crisis situations. The results show that the enterprises included in this group (e.g. Companies representing the public, food, pharmaceutical or telecommunications sectors) are more likely to attract image crises and are more often forced to manage them. Therefore, the company's business activity has been analysed based on the principle of a crisis magnetism, which attracts many unfavourable phenomena from the internal and external environment of the organisation. Cognitive value: The presented results may provide support for both the assessment of the effects of public relations and media science techniques (e.g. media coverage analysis).