| Achoimre: | Las malas decisiones estratégicas pueden afectar en gran medida a los planes de Relaciones Públicas, y más aún en un ámbito tan difícil de controlar como el online. Observado el fenómeno de la Hostilidad Comunicativa como un paso de anticipación a las Crisis Comunicativas que la organización podría incluir en sus análisis, mostramos los efectos de dicha hostilidad mediante un sistema de análisis-auditoría de Hostilidad desarrollada a tal efecto y comprobar si se dieron las circunstancias suficientes como para haber considerado útil, de conocerla, esta herramienta. Para ello analizamos el caso de la Crisis Online de Adidas Polonia y su contendiente reactiva Adisucks. / The wrong strategic decisions can have a great impact on the PR plans, especially in the online environment that is rather difficult to control. As the results of the extensive observation of Communication Hostility being considered the previous stage to the Communication Crisis of which the analysis shall have been included by the organization, hereby the effects of such hostility are demonstrated. The principal method of the
investigation is based on the system of analysis and audit of Communication Hostility designed to specifically for the purpose of hostility management. The aim is to examine if the conditions of the case of the crisis online of Adidas Poland called Adisucks that is the subject of the present post-crisis and reactive analysis have been sufficient to apply this tool and prove its utility.
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