Strategies of Anti-Crisis Communications with B2B Audience (at the Example of Russian Marketplaces)

All companies experience crises - this phenomenon is embedded in the life cycle of every organization. When a crisis occurs, it is important for companies to address not only the operational challenges of getting back on track, but also the crisis of public opinion. Reputational threats and their consequences can have a severe impact on an organization. Effective crisis communication helps to minimize the negative impact of crises, which in turn helps to maintain business sustainability. In this paper we have considered the specifics of anti-crisis communication strategies aimed at B2B audiences using the example of Russian marketplaces. The purpose of this study is to identify the key components of anti-crisis communication strategy when interacting with B2B audience of Russian marketplaces. To achieve this goal, a mixed exploratory type of design was chosen. The empirical research consisted of several stages. In the first stage, in-depth interviews with marketplace sellers were conducted and the hypotheses of the study were identified. In the next stage, a sociological survey was conducted among current marketplace partners to test the hypotheses. Based on the results, the key attributes of an anti-crisis communication strategy were identified and specific recommendations were developed.