Public Self-Demolition in Practise: The Conclusions of the Crisis Communication of the Children Cancer Foundation from the Perspective of Public Relations

Abstract

By 2014 the revenue of the Hungarian Children Cancer Foundation Non-Profit Organisation deriving from the 1% offerings of citizens’ personal income taxes dwindled to less than a third of the rates in former years, which was due to a series of scandals relating to one of Hungary’s largest nonprofit companies that lasted several months. This article focuses on the press conference organised by the president of the Children Cancer Foundation, which was supposed to clear him and the institution of the accusations received, and besides, to spread further information aiming to tackle problems regarding the general operation of the institution. There are two hypotheses that serve as the basis of my analysis; on the one hand, I argue that via the media even an insignificant event may turn into an issue of nationwide attention if it lacks an appropriate interpretation and has undefined contents. On the other hand, it is illustrated that failing to identify the different natures of the accusations received by the brand and its employees may have a negative impact on the judgement of the crisis situation and the reputation of the institution by the public. Framing is essential to my analysis, which may be observed in the changes of the public opinion regarding people’s responsibility and attitude to certain issues. Although the press featured such opinions relating to the Hungarian Children Cancer Foundation that belong to the domain of politics, the present analysis is not intended to adjudicate the activities of the organisation at all. On the contrary, the actions of the institution are investigated only through crisis communicative aspects.