Paracriza Și Riscul Reputaţional. Perspective Asupra Comunicării De Criză În Context Digital

In today’s digital environment, organizations are increasingly faced with different forms of public pressure on social media that do not follow classic crisis patterns, but can have significant reputational effects. These situations, called “para-crises”, refer to a specific type of warning about a situation that could escalate into a crisis, but without clear or immediate harm. This study explores the conceptualization of paracrises and how social networks amplify these forms of reputational risk, turning them into critical points for strategic communication. The main typologies of paracrisis are presented, emphasizing the role of social media in reconfiguring the boundaries between warning and active crisis.