Communication in crisis

1. COMMUNICATION IN CRISIS
When it is not Business as Usual
Effective Communication

2. WHAT IS CRISIS
 A crisis is anything that has the potential to
significantly impact an organization
 A situation that :
 reaches a critical phase and is threatening
towards people or property
 seriously interrupts the business
 significantly damages reputation
 negatively impacts the bottom line

3. TYPES OF CRISIS
 Natural Disasters:
 Tornadoes, earthquakes, hurricanes, floods, droughts, severe storms
 Product Recall:
 Misbranded, adulterated, or violative product in the market
 Mistakes that cause significant damage or loss to the company.
 Hazardous Materials & Medical Emergencies:
 Spills, leaks, build up of toxic materials
 Heart attacks, broken bones, lacerations
 Technological Breakdowns & Utility Failure:
 Software failures, hardware failures, infrastructure collapse, computer
viruses,
 Power outages, gas, water, sewer, garbage
 Workplace Violence & Organizational Misdeeds:
 Violent actions against other in the workplace.
 Deception, management misconduct, misrepresentation, illegal
actions

5. CRISIS COMMUNICATIONS
 Communication should be such that it :
 reduces tension
 demonstrates a corporate commitment to correct
the problem
 takes control of the information flow

6. VARIED AUDIENCE
 Depending upon the nature of crisis, it
involves communicating with a variety of
audience like :
 Investors
 Customer & Supplier
 Regulators and Lawmakers
 Press
 Employees
 Competitors
 Public at large

7. DIFFERENT MEANS OF COMMUNICATION
 The mode of communication to be adopted is
determined by the nature of crisis and
audience to be addressed
 Mass Media
 Traditional (press / TV / hoardings)
 Social e-media (facebook / twitter)
 Website
 Email
 Telephone
 Facsimile

8. FOLLOW UPS
 Post resolution of crisis it is important to keep
in touch with the affected audience by :
 Focusing on the needs of those affected
 Addressing their continued concerns
 Thanking outside partners who helped us resolve
the crisis situation
 Recapitulating the situation after crisis
 Setting Emergency Procedures Manual for future
non-occurrence

9. DOS
 Immediate action
 Elect chief spokesperson
 Impart TRUE information
 Issue regular situation updates
 Explain in detail the Action Plan
 Target communication towards the affected in
courteous and compassionate language
 Keep up to the commitments and regain trust

10. DON’TS
 Keep away from passing the buck
 Avoid issuing self-serving messages
 Refrain from using technical jargon
 Avoid issuing conditional regrets and untimely
press releases
 Prevent employees from communicating on
behalf of the organization. Have a responsible
spokesperson.

11. KEY REFERENCES
 Jonathan Bernstein(2013) “The 10 Steps Of
Crisis Communications”
 Duffy, Cathy (2004). “Crisis management vs.
risk management”, Global Trade Review.
 Seymour, M., Moore, S. (2000). Effective
Crisis Management: Worldwide Principles and
Practice.

12. THANK YOU
Emerge with reputation intact after a crisis threatens your
organisation