NAME:SUHANI

ROLE OF COMMUNICATION IN CRISIS ROLL NO:6926

Crisis can have a negative effect on brand image.

The key role of strategic communication during a crisis is to stabilize and advance the
organization by inspiring confidence, earning trust and engaging stakeholders. Clear, consistent
communication is vital to successfully maintain business continuity and recover.
Crisis Communication experts are employed to save an organization’s reputation against various
threats and unwanted challenges.
Brand identity is one of the most valuable assets of an organization. The main purpose of Crisis
Communication team is to protect the brand identity and maintain the organization’s firm
standing within the industry.

Some of the Don'ts of communication practices include:

• Mixed messages from multiple experts.
• Information released so late that events make the issue moot.
• Messages that are over-reassuring.
• Recommendations to the public without a reality check.
• Leaving myths, rumors, and doomsayers unchallenged or corrected
The following principal should be followed during each
phase of a crisis
Pre-crisis Phase
• Stop trying to allay panic.
• Information should be developed that anticipates
and consistently answers the questions.
• Don’t patronize people before a crisis by telling
them they have nothing to worry about or scare
them .
Initial Phase
• Don’t over-reassure.The objective is not to
placate,but to elicit accurate,calm concern.
• Acknowledge uncertainity.Communicate only what
you know and acknowledge the public’s distress.
• Emphasize that a process is in place to learn more.
• All concerned participants/third party validators
should be immediately informed.
 Maintenance Phase RESOLUTION PHASE

• During this phase the sense of the crisis magnitude, the

concept of personal risk, and the initial steps toward • At the time when the emergency is no longer on the front
recovery and resolution have begun. page se who have been most severely affected will have
• Emotional reactions will vary and will depend a great significant emotional needs. To truly maintain trust and
deal on perceptions about the risk and the stressors people credibility at this point, expressed commitments from the
face or may anticipate. initial phases must be followed through
• Acknowledge fears. Don't disparage them for their • Be Regretful, not defensive.
misplaced fear. Acknowledge that it's normal and human • Express wishes. Say, "I wish we all could have been
to be frightened spared this tragedy, incident, etc." or "I wish our answers
• Give people things to do. When giving people something were more definitive, but we will continue to investigate
to do, give them a choice of actions matched to their level and monitor this problem and we will keep you posted.
of concern.
• Acknowledge the shared misery. Some people will be less
frightened than they are miserable, feeling hopeless and
defeated.
• Give anticipatory guidance. If you are aware of future
negative outcomes, let people know what to expect. If it's
going to be bad, tell them.
• Address the "what if" questions for instil credibility
• Be a role model.