CRISIS COMMUNICATION

Objective:
1. To understand the definition of
crisis-crisis management-crisis
communication
2. To understand the impact of crisis
communication to company’s
reputation
3.To understand how to overcome
crisis by implementing Crisis
Management Model
 CRISIS DEFINED:
DAMAGING EVENTS & TURNING POINTS
• Crisis can damage the reputation
of the organization and prevent
management from accomplishing
its mission & strategic plan
(Robert L. Heath)
• Crisis can harm the organization’s
effort to create understanding &
foster mutually favorable
relationship with stakeholders
(Coombs & Holladay)
• A crisis is a major occurrence
with a potentially negative
outcome affecting an
organization, company, industry,
as well as its public, products,
services or good name (Fearn-
Banks)
CRISIS CHARACTERISTIC
• The Element of
Surprises
• Threat
• Short Response Time
ORGANIZATIONAL
CRISIS
• Is a process of strategic planning for a crisis or negative
turning point, a process that removes some of risks &
uncertainty from the negative occurrence & thereby
allows the organization to be in greater control of its own
destiny (Fearn-Banks)
• Is a specific, unexpected, and non-routine event or
series of events that create high levels of uncertainty and
threaten or a perceived to threaten an organization’s
high priority goals (Ulmer).
 CRISIS
COMMUNICATION

• Is the dialog between the organization &

its public prior to, during & after the
negative occurrence. The strategies &
tactics are designed to minimize damage
to the image of the organization
 TYPES OF CRISIS
1. INTENTIONAL CRISES
Terrorism, Sabotage, Workplace Violence, Poor
Employee Relationship, Poor Risk Management,
Hostile Takeovers, Unethical Leadership

2. UNINTENTIONAL CRISES
Natural Disasters, Disease Outbreaks,
Unforeseeable Technical Interactions, Product
Failure, Downturn in the economy