CRISIS COMMUNICATION

LESSON OUTCOMES
• To define crisis communication
• To understand crisis communication characteristics
• To identify preparation for crisis
• To examine communication during crisis
Personal’s Crisis
Organisation’s Crisis
WHAT IS CRISIS COMMUNICATION
 WHAT IS CRISIS COMMUNICATION
Paul (2016):

 Major catastrophe
 Naturally or human error
 Includes tangible (e.g. destruction of lives or assets)
and intangible (e.g. losses amount of money)
 Management’s response
 Affects constituencies
 DEFINITION
 Issue: a topic of discussion, a matter in dispute or sensitive subject within an organization, industry or
society

 Accident: an unexpected and undesirable event, usually one resulting damage or injury

 Emergency: a serious situation or unexpected occurrence that demands immediate action and
communication

 Crisis: a critical or decisive point at which an organization’s response to an issue, accident or emergency
threatens the reputation and/ or future standing of organization

 Goals: prevent issues, accidents and emergencies from becoming crisis

 REALITY CHECK!

AirAsia stop their Kid having learning

operation due to Covid-19 dissorder
CHARACTERISTICS OF CRISIS
COMMUNICATION
 CHARACTERISTICS OF CRISIS
COMMUNICATION
 Three most common elements to crisis (Herman, 1963).
1. The element of surprise
2. A threat to organization
3. A short decision time
CATEGORIES OF CRISIS
 CATEGORIES OF CRISIS
 Coombs (2012).
1. Victims crisis cluster – natural disaster, rumors, workplace violence/ malevolence
2. Accidental crisis cluster – technical error product harm and organizational misdeeds
3. Preventable crisis cluster – human error, immense pressure/ or high involve in high
reputational threats to business

INTENTIONAL
1. Terrorism
2. Sabotage
3. Workplace violence
4. Poor employee relationship
5. Poor risks management
6. Hostile takeovers
TYPES OF CRISIS
UNINTENTIONAL
1. Natural crisis
2. Disease outbreak
3. Unforeseeable technical interactions
4. Product failure
 REALITY CHECK CRISIS FOR THE
PAST 25 YEARS
Pepsi tampering scare 1993
1982: Poisoned Tylenol fears in Chicago
Indian Ocean Tsunami
 REALITY CHECK
In a group.
Find one example of any existing crisis case.
Classify the category and type of the crisis.
Identify what was the issue?
Share in class and you may want to use presentation tools such PowerPoint, Canva etc.
Time limit is 20 minutes.
HOW TO PREPARE FOR CRISIS
 HOW TO PREPARE FOR CRISIS
 1st step in preparing for a crisis is to understand
that any organization – industry, and location.
 79% business leaders believe that their
companies are only 12-month away from a
potential crisis (Burson-Marsteller and Penn
Schoen Berland, 2011).
 September 11, 2001: World Trade Centre –
terror attacks, 21% had no crisis plan and
caught unprepared. 53% crisis plan was good
(Burson-Marsteller and Penn Schoen Berland,
2011).
 Lesson learnt: 1993, explosion blew out three
of the underground floors of the World Trade
Centre.
 HOW TO PREPARE FOR CRISIS
“Everybody knew about the contingency
plan. We met constantly to talk about it”
– Morgan Stanley Dean Witter
6/3,700 employees on September 11.
 HOW TO PREPARE FOR CRISIS
1. Asses the risk for your organization
- Identify potential crisis
- Determine effect on constituencies
2. Set communication objective for potential
crisis
3. Analyse channel choice
4. Assign Different team to each crisis
5. Plan for centralization
 HOW TO PREPARE FOR CRISIS
6. What to include in a formal plan
- A list of whom to notify in an emergency
- An approach to media relations
- A strategy for notifying employees
- A location to serve as crisis headquarters
- A description of the plan
COMMUNICATING DURING THE
CRISIS
 COMMUNICATING DURING THE
CRISIS
Step 1: Get control of the situation
Step 2: Gather as much information as possible
Step 3: Set up a centralized crisis management centre
Step 4: Communicate early and often
Step 5: Understand the media’s mission in a crisis
Step 6: Communicate directly with affected constituents