Crisis Communication Management Manual for the SME Construcciones Talavera

Abstract

This study presented guidelines for the design of a Crisis Communication Management Manual for the SME Construcciones Talavera, conceived as a strategic tool for strengthening communication processes in adverse contexts. The humanistic paradigm was adopted and a qualitative methodology was applied through a bibliographic and documentary review, observation, and semi-structured interviews, which allowed for a comprehensive interpretation of the organization's communication dynamics. The diagnosis revealed empirical practices in crisis management, primarily due to a lack of knowledge of formal protocols, although it confirmed management's willingness to recognize the importance of communication in business development. As a result, a manual was developed that established clear protocols and defined roles for internal audiences, ensuring a rapid and consistent response, minimizing negative impacts on the institutional reputation, and strengthening the trust of clients and partners. Furthermore, the need to actively involve private sector actors in crisis communication processes was raised, in order to promote participation, regenerate the sector's image, and consolidate credibility in the community. The research provided a novel and relevant tool for crisis management in Cuban MSMEs, with the potential to be replicated in other entities in the country, as it constitutes a practical guide that integrates planning, problem-solving, and risk management from a preventive and humanistic perspective.

Keywords: Crisis Communication, Information Management, Organizational Reputation, Crisis Manual, MSMEs, Risk Management