COMMUNICATION IN CRISIS

When it is not Business as Usual

Effective Communication

WHAT IS CRISIS

A crisis is anything that has the potential to

significantly impact an organization

A situation that :

reaches a critical phase and is threatening

towards people or property

seriously interrupts the business

significantly damages reputation

negatively impacts the bottom line

TYPES OF CRISIS

Natural Disasters: Tornadoes, earthquakes, hurricanes, floods, droughts, severe storms

Product Recall: Misbranded, adulterated, or violative product in the market

Mistakes that cause significant damage or loss to the company.

Hazardous Materials & Medical Emergencies: Spills, leaks, build up of toxic materials

Heart attacks, broken bones, lacerations

Technological Breakdowns & Utility Failure: Software failures, hardware failures, infrastructure collapse, computer

viruses,

Power outages, gas, water, sewer, garbage

Workplace Violence & Organizational Misdeeds: Violent actions against other in the workplace.

Deception, management misconduct, misrepresentation, illegalactions

CRISIS COMMUNICATIONS

Communication should be such that it :

reduces tension

demonstrates a corporate commitment to correctthe problem

takes control of the information flow

VARIED AUDIENCE

Depending upon the nature of crisis, itinvolves communicating with a variety ofaudience like :

Investors

Customer & Supplier

Regulators and Lawmakers

Press

Employees

Competitors

Public at large

DIFFERENT MEANS OF COMMUNICATION

The mode of communication to be adopted is

determined by the nature of crisis and

audience to be addressed

Mass Media

Traditional (press / TV / hoardings)

Social e-media (facebook / twitter)

Website

Email

Telephone

Facsimile

FOLLOW UPS

Post resolution of crisis it is important to keep

in touch with the affected audience by :

Focusing on the needs of those affected

Addressing their continued concerns

Thanking outside partners who helped us resolve

the crisis situation

Recapitulating the situation after crisis

Setting Emergency Procedures Manual for future

non-occurrence

DOS

Immediate action

Elect chief spokesperson

Impart TRUE information

Issue regular situation updates

Explain in detail the Action Plan

Target communication towards the affected in

courteous and compassionate language

Keep up to the commitments and regain trust

DON’TS

Keep away from passing the buck

Avoid issuing self-serving messages

Refrain from using technical jargon

Avoid issuing conditional regrets and untimely

press releases

Prevent employees from communicating on

behalf of the organization. Have a responsible

spokesperson.

KEY REFERENCES

Jonathan Bernstein(2013) “The 10 Steps Of

Crisis Communications”

Duffy, Cathy (2004). “Crisis management vs.

risk management”, Global Trade Review.

Seymour, M., Moore, S. (2000). Effective

Crisis Management: Worldwide Principles and

Practice.

THANK YOU

Emerge with reputation intact after a crisis threatens your

organisation