DBU's image

Katrin Hellesøe Nygaard, Annie Saugstrup, Adiam Yohannes, Katja Ludvigsen Giesow & Mikkel Dollerup Merved

Studenteropgave: Basisprojekt


The Danish Football Association (DBU) has a long history of crisis, which has led to a bad reputation for the organisation. The current crisis on the women’s national soccer team is in particular discussed in the media. Why are DBU often in crisis? How do they manage these crises and how does it affect their image? We are interested in identifying what they can do to change this pattern, which is why we conducted the following hypothesis: “DBU does still have an image problem“. We will examine this issue through three different interviews. We conducted an interview with the head of communications at DBU, Jakob Høyer, Editor in Chief at Tipsbladet, Troels Thøgersen, and Mikkel Lundby Madsen, who is a journalist working at Ritzau. Furthermore we will examine the issue through a questionnaire survey on how our respondents view DBU. In order to understand DBU as an organization and how they are viewed from the outside, we have drawn on organization- and crisis communication theories as well.

Based on our interviews and questionnaire survey we will make an analysis of DBU as an organization, how they present themselves and an analysis of their image. The following part is a discussion and reflection on why DBU is often in crisis situations through four different factors: How DBU manage crisis and the press, how the media contribute to creating crisis situations, the organizations board and how the organizations take on the role of victim. Finally, we have made a recommendation for the organization on how to manage future crisis situations and which crisis response strategies to apply. Overall we can verify our hypothesis: DBU still has an image problem as DBU’s image is not in full compliance with the organization's identity and profile.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato18 dec. 2017
Antal sider54
VejledereKasper Bering Liisberg


  • DBU
  • Krise
  • Kommunikation
  • Organisation
  • Image