Internal Communication During the Crisis. Case study - Suceava County Hospital

AuthorFlorentina Popa
PositionSenior Lecturer, PhD, Danubius University of Galati, Romania
European Integration - Realities and Perspectives. Proceedings 2020
Internal Communication during the Crisis.
Case Study - Suceava County Hospital
Florentina Popa1
Abstract: Internal communication in an organization is affected by a crisis, although current research in
communication crisis through crisis plan, aimed at reducing to a minimum the increase of entropy internal
organization of staff. During the paper I want to analyze the relationship between the dynamics of crisis and
internal communication, how communication flows both vertically and horizontally within th e team may lead
to escalation of the crisis with negative consequences for the entire organization. Every crisis highlights the
weaknesses of the organization stronger, however, post-crisis analysis offers o pportunities that can be turned
into strengths. I want to highlight opportunities that can benefit Suceava County Hospital, especiall y in
internal communication in crisis COVID 19.
Keywords: crisis; crisis communication; internal communication; crisis plan
The crisis generated by the COVID-19 pandemic facing the whole world highlights the problems
faced by health systems in all countries, but in Romania this crisis overlaps with older suffering
caused by underfunding and poor management. Romania was affected by the transmission of the virus
from people who worked seasonally in other countries in the European Union and who returned to the
country with the temporary closure of companies. One of the regions with a large number of migrants
is Bucovina, respectively the area of Suceava County which soon became an outbreak of infection
with Covid 9. The first target was Suceava County Hospital, a newly built hospital and which
benefited from significant investments in equipment and funds for training medical staff. However, it
did not cope with the local crisis, which led to an organizational crisis due to poor management and
insufficient preparation for pandemic management. We analyzed the crisis situation at the Suceava
County Hospital because the magnitude of the events was high, and the entropy in the maximum
internal organization.
Internal communication in an organization is influenced by a crisis situation, although current research
in the field of crisis communication, through the crisis plan, aims to reduce to a minimum the increase
in the entropy of the internal organization of the team. For the research I used qualitative methods to
help me provide an overview of the events that took place and the causes that gave rise to the crisis
situation. From the first information received in the press, a first conclusion emerged that it was a
faulty internal communication, and from the study of the documents on the website of the hospital and
the Ministry of Health, as well as the information in the press, most of them based on information
provided by hospital staff, we were able to identify the causes that amplified the crisis situation caused
by the pandemic.
1 Senior Lecturer, PhD, Danubius University of Galati, Romania, Address: 3 Galati Blvd., 800654 Galati, Romania,
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