Crisis Management & Communication
Crisis management enables organizations to prevent a crisis or to minimize the effects of one on its shareholders and operations. A crisis can be viewed as a significant threat in which the negative consequences can impact public health and safety or an organization's reputation and finances. For example, tainted products or workplace accidents can result in injuries if not the deaths of innocent people. Various strategies of communication are required to handle crises effectively
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Prevention
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The most effective means of crisis management is prevention. Decisions should be made ahead of time regarding what to do if a crisis occurs. An organization's program of risk management should involve plans to deal with crises of all kinds and the training of a crisis management unit, according to the Institute for Public Relations' website. In addition, the organization should conduct simulations of crises so that management and employees are prepared to act swiftly and efficiently.
Decisive Action
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Because crises occur suddenly and quickly, the problems that result loom large. The planning for a crisis accounts for the fact that any response will not equate to the magnitude of the crisis, according to The Lukaszewski Group. Thus, the organization must take assured incremental steps toward resolving the crisis, curbing as much collateral damage as possible every step of the way.
The reasoning behind a swift and sure reaction to a crisis stems from the organization's need to tell its side of the story before an information vacuum arises. People who have been affected by the crisis want to hear what happened. This critical juncture limits misinformation from people who will readily fill the vacuum, speak to the press and possibly do damage to the organization's reputation. While an immediate response from the organization may not contain any new information, the organization must take the stand and present itself as the source.
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Unequivocal Behavior
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A pivotal component of crisis management training is how to prepare management and employees to address the media and become spokespeople. There are many instances in which executives have responded to crises by stalling or even denying the existence or severity of the crisis. These behaviors will only slow down the rehabilitation of a damaged reputation. The truth always comes out sooner or later. What needs to be said should be said in a straightforward way and with forethought.
Quick and Accurate Instruction
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If the crisis threatens the safety of the public, the organization is obligated to communicate what people need to do to in terms of protection from harm. If food products are contaminated, the public should know how to deal with any medical considerations or side effects. If toxic chemicals have been released into air or water, the public needs to know what steps to take to avoid poisoning. The organization must deliver accurate information that will minimize the danger. Inaccurate information can have the opposite effect and exacerbate a crisis situation. Given the growth of the Internet, many organizations use crisis websites as a way to publish instructional information on a crisis, according to the Institute for Public Relations.
Responsibility for Victims
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Crisis management involves taking care of the victims of a crisis. An organization must take responsibility of the damages incurred. If there have been injuries or a loss of life, organizations should provide trauma counseling and stress management services for victims and employees.
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