The management of banking institutions should be prepared for crisis situations. The bank must deploy different forms and channels of communication depending on the situation of the bank and in banking sector. Anti-crisis communication can be broadly divided into traditional and nontraditional, in communication with market participants (counterparties, rating agencies), regulators and customers of the bank. The effectiveness of communication manifests in restoring confidence in the bank by market and extinction of panic.
Keywords: bank reputation, bank running, marketing communications, crisis, anti-crisis resolution, panic, clientele policy, stabilization of financial system
Cite as: Bortnikov, P. (2011). Opportunities of bank anti-crisis communications in the sphere of interactions with external parties . Marketing and Management of Innovations, 41, 132-137. https://doi.org/10.21272/mmi.2011.4.1-18