ĐẠI HỌC FPT CẦN THƠ

Crisis Communication

Ths. Huỳnh Ngọc Đông Giao

 Overview

Preparing and planning for crises

Identifying appropriate crises communication
strategies
 Preparation for crises:
Five levels of contingency plans
 Crisis type matrix

Unintentional Intentional

Extern Faux pas Terrorism

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Intern Accidents Transgressions

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Crisis communication strategies:
Nonexistence
Crisis communication strategies:
Distance
Crisis communication strategies:
Association
 Crisis communication strategies:
Suffering

Suffering Claim that the organization suffers from the

strategy crisis

1. Victimization A tactic of portraying the organization as a

victim of the crisis in order to win public
sympathy
Crisis communication strategies:
Acceptance and Accommodation
 Communicating about crisis

Natural accidents:
Unintentional and outwit the control of organizations.
Can be easily responded to with a distancing strategy
Transgressions:
Intentional actions taken by organizations
An acceptance strategy may be utilized
 Communicating about crisis

Terrorist attacks :
Directed at the organization by external agents and
often there is very little direct organizational
responsibility or culpability
An organization may adopt a suffering strategy which
portrays the organization as an unfair victim of some
malicious, outside actor
 Crisis planning

Develop communication plans

For probable crisis scenarios
Establish key responsibilities for communication
professionals
Identify the organization’s key spokespersons

Media training
CEO, executive directors and key spokespersons
 Crisis communications team

In a major crisis:
Press office
field media enquiries and manage information
Safe crisis location/s
where the media can meet and be briefed in the event of
hazardous situations
Identify contacts at relevant external agencies who
may need to be contacted