M. Sharapova and the meldonium scandal: anti-crisis communications in personal branding
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...
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| Veröffentlicht in: | SHS Web of Conferences 2021, Vol.110, p.4009 |
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| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | eng |
| Online-Zugang: | Volltext |
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| Zusammenfassung: | 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. |
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| ISSN: | 2261-2424 2416-5182 2261-2424 |
| DOI: | 10.1051/shsconf/202111004009 |