Paradoksy w sytuacjach kryzysowych i tożsamości organizacji

The purpose of this article is to analyse the issue of paradox in crisis situations from the standpoint of communication and in the context of the corporate identity. The research shows that the dynamics of corporate identity is similar to the dynamics of the crisis situations. The empirical studies on corporate identity reveal that the categorisation strategies that operate exclusively at the level of identity structure and which regard the reaction to the threat to the corporate identity, used by the company members, indicate that the selective categorisation prioritises the attributes that are different from those prone to threats: e.g. when certain corporate identity attributes are depreciated. The research used in this work was carried out on secondary sources . Moreover, the author of this article has used the method of participant observation of expert, i.e. herself, who has spent years on dealing with the issues of corporate identity and public relations.