What Is Corporate Crises Communication?

Almost all corporations face crisis situations, but these situations can actually serve to build the public's trust with the company if they are handled correctly. A company builds this trust by how it communicates to the public about the situation. This kind of communication is called corporate crisis communication.

  1. Definition

    • Corporations use crisis communication when an event causes the company to receive negative media attention. These situations could be as diverse as a legal dispute or some kind of disaster --- man made or natural.

    Objective

    • Corporate crisis communication seeks to minimize the damage that might be done as a result of the negative press that follows an event of this scope.

    Keys to Success

    • The key to mastering crisis communication is to tell the whole truth about the situation and tell it right away.

    People Involved

    • The company's CEO as well as the public relations team should be notified when a crisis breaks out. These people should come up with a plan of action to divert the crisis and handle communication of the company's position to the media.

    Famous Example

    • The Tylenol Scare of 1982 is an example of corporate crisis communication in action. When it was discovered that bottles of Tylenol had been laced with cyanide, which killed seven people, steps were taken by Tylenol's parent company to limit the effect of the event on the company's public image.

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