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Effective Crisis Management Strategies

A crisis is an unexpected event that can negatively impact a company's reputation, from unfortunate tweets to major operational issues. Companies should annually assess potential crises through a SWOT analysis. When a crisis occurs, gather information and brief teams, designating a command center to make strategic decisions. The goal is to minimize reputational impact through responsible and fair actions, with authenticity and integrity.

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Nguyen Viet Quang Vu (K15 HCM)
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70 views2 pages

Effective Crisis Management Strategies

A crisis is an unexpected event that can negatively impact a company's reputation, from unfortunate tweets to major operational issues. Companies should annually assess potential crises through a SWOT analysis. When a crisis occurs, gather information and brief teams, designating a command center to make strategic decisions. The goal is to minimize reputational impact through responsible and fair actions, with authenticity and integrity.

Uploaded by

Nguyen Viet Quang Vu (K15 HCM)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

In short, a crisis is an unexpected event that has the potential to negatively

impact your company’s reputation. A crisis is the ultimate test of your brand
equity. When everything is going well, it’s relatively easy for a strong brand to
maintain a good relationship with the public. But what happens when a crisis
breaks?

That could include everything from unfortunate tweets that leave your
company looking crass or unprofessional to major operational crises where
lives may be at risk, or the future of the organization is at stake.

On an annual basis, companies should complete a SWOT (Strength,


Weakness, Opportunity, Threat) analysis with the aim of predicting any crises
that might come up in the next 12 months.

At the outset of the crisis, gather as much information as you can and develop
a central document with Q&A, brief your team, and clarify their roles again.
You may need to designate a room that is the ‘Command Centre’ of the crisis
with senior members of the Operations, Legal, and PR teams working
together to make key strategic decisions at the highest levels.

If you need to coordinate a company-wide response, make sure the


messaging across all departments is consistent - a one-pager with the core
message, key documents, and contact information should be enough.

The wider PR team should then operate from a breakout space in an adjacent
office or area where they can be in constant contact with those in the
Command Centre.

The goal of crisis management is to handle any scenario that comes up with a
robust strategy that minimizes reputational impact. Once the crisis passes, it’s
important that your credibility as an organization remains intact, that the media
accurately reports that the organization acted responsibly and fairly, and that
consumer sentiment hasn’t turned against you.

Authenticity, openness and integrity are crucial to achieving this. If you need
to let 500 employees go to save the company and the remaining 2,000 jobs,
this is likely to be accepted by the public. But if the media reports that your top
executives are taking huge bonuses while lower paid workers are losing their
jobs, this will not play well and public outrage is likely. Learnings are a vital
part of the crisis communications process. Any scenario that comes up once
is likely to do so again - how can you be better prepared next time? The core
team should be given the opportunity to give feedback on how the processes
worked. Additionally, every team member who took part should receive
individual feedback, and should be scheduled for more training if needed.

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