Page 21 - Crisis Communication Practical PR Strategies

2 2 Crisis Communication

Crisis Communication has been written by a team of authors from a
number of different countries. The fact that these authors are all experts
in the field of crisis communication and reputation management makes
this book a truly valuable asset, not least because it contains a wealth of
international expertise. Numerous areas in which a crisis can occur are
discussed. Throughout the book, we discover how the four key concepts
mentioned above (preparation, speed, transparency and efficiency) are
essential, whether it be in the food industry, during a takeover, a court
case, or some calamity.
First and foremost, this book aims to warn managers that their busi-
ness is not immune to crisis. If you are unprepared, there is a good
chance that a crisis will bring an end to your company. Being convinced
of the importance of crisis management and taking appropriate meas-
ures is essential. Secondly, we hope this book will serve as a guide to stu-
dents and anyone wishing to learn more about crisis communication
and reputation management.
Throughout all of the chapters, Crisis Communication demonstrates just
how vital appropriate crisis communication is for every company. Each
chapter illustrates a different aspect of this field of communication man-
agement.
In the first chapter, we become acquainted with crisis itself. Based
on multiple examples, we discover typical characteristics of a crisis.
The days when companies were only answerable to their own share-
holders are long gone. Stakeholders are not only becoming more
numerous; they are also more inquisitive and demand to be fully
informed.
A crisis plan has become an indispensable asset in our fast-changing
society. Immunity does not exist, but tackling crises and turning them
into an opportunity is an art. Effective, fast communication can even
strengthen a company’s reputation. Stakeholders and the public judge
a company by the manner in which a crisis is tackled. When human
interests are placed before those of a business, the company is often
granted a second chance. Reacting efficiently and effectively is the key
imperative.
The need for crisis control forms the basis of Chapter 2. Companies
can only benefit by controlling a crisis, hence the importance of devel-
oping a proactive crisis communication plan. Protect the reputation of
the organization by communicating the right message, at the right
time, to the right people, is the essential theme of this chapter.
First, and most importantly, the company must communicate the
crisis management plan internally in an efficient and effective manner.
What message is to be communicated? Who should communicate the
message? To whom should the message be communicated? When
should a press release be disseminated? Creating a good crisis commu-