Image Crisis of Marcin Kącki

Case Study

Abstract

In this work, the author attempts to assess whether public figures directly affected by an image crisis bear less social responsibility due to their high status. In such cases, it is crucial to analyze the course of the crisis: first responses of the parties involved, official statements and media reports. The author of the work analyzes image crisis of Polish journalist Marcin Kącki, which took place on January 5, 2024, when he published a confession article on Wyborcza.pl website. The course and consequences of the crisis are described in the form of case study. The analysis of official statements and social media reactions is based on the content analysis and confronted with the 5A principle, utilized in crisis management, which provides the insight into the narratives used by the parties of the conflict during the first week of the crisis and an assessment of their impact on the image of Marcin Kącki. The holistic approach to the problem allowed the author to formulate conclusions on the specifics of image crises of public figures.