Abstract:

An organization can be successful when it is supported by various groups of its stakeholders. Therefore, it is especially important to identify stakeholders and apply an appropriate way to manage and communicate with them. The article presents the crowd as a strategic force influencing an organization. Various definitions and types of crowd have been described based on the literature review. In addition, it has developed its own model of crowd management and communication. Its structure is based on the grid of emotions and engagement. It allows to distinguish four types of crowds: crowder, seeker, spectator, actor. The proper process of communicating with the crowd enables the organization to manage it. The article is theoretical in nature and is the authors‘ contribution to the discussion on crowd management by contemporary organizations.