Understanding Media as a Prerequisite for Developing Crisis Communication Strategies: Evidence from a National Consumer Panel

Abstract

This paper investigates patterns of media use and trust during crises. For this work, data from the IPSOS agency were used, which were collected as part of the ongoing, syndicated research conducted by IPSOS, a significantly broader research project with over 300 market, psychographic, media, and socio-demographic variables in Croatia (N = 3,667). The research identifies the dominant sources of information and analyses the demographic determinants of media consumption and trust. Findings reveal that while the Internet is the most frequently used medium for general and crisis-related information, trust in media remains fragmented. Older demographics tend to exhibit a more substantial reliance on traditional media, including television and radio. At the same time, younger populations prefer online channels but exhibit lower levels of trust in media. The results provide an empirical foundation for constructing crisis communication strategies that ensure both reach and credibility.