Crisis Communication

Crisis Communications A Casebook Approach

Chapter 1

Crisis Communications Today

Crisis Communications Today

Crisis communications is concerned with the transferring of information to significant persons (publics) to either help avoid or prevent a crisis (or negative occurrence), recover from a crisis, and maintain or enhance reputation.

Crisis Communications Today

What IS a “Crisis”?

A major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good name.

Example: - Catholic church scandal

Crisis Communications Today

Crisis Management A process of strategic planning for a crisis or negative turning point…  Process that removes some of the risk and

uncertainty from the negative occurrence and thereby allows the organization to be in greater control of its own destiny. Example: - Tylenol removed from shelves

- Restrict contact to prevent spread of Corona Virus



Crisis Communications Today

Crisis Communications The dialog between the organization and its public(s) prior to, during, and after the negative occurrence…to minimize damage to the image of the organization…

… or not!

Example: Richard Nixon – “I am not a crook” https://www.youtube.com/watch?v=sh163n1lJ4M

Crisis Communications Today

Public Relations Concerned with reputation, public relations exists to avoid a negative image. It exists to avoid a negative image and/or to create or enhance a positive reputation.  Too often, an organization does not

consider utilizing public relations until it is in a crisis.

 Then it wants a speedy recovery.

What is Crisis Communications?

PR Deals with Publics (covered in Ch. 4)  Internal

 Employees  Board Members  Stockholders / Retirees

 External  Community Members  Customers  Politicians / Activist groups

PR Deals with Publics  Reputation  Management Function

– Two-Way Communication – Crisis Management Plan

(includes Crisis Comm. Plan)  Results in more positive image

What is Crisis Communications?

5 Stages of a Crisis  Detection  Prevention / Preparation  Containment  Recovery  Learning

What is Crisis Communications?

1 - Detection  Prodromes

 When a company in same business suffers a crisis = warning  Exon Valdex oil spill  Tylenol  Ford / Firestone

What is Crisis Communications?

2 - Crisis Prevention  Plans

– lessen impact – shorten duration

 Program Planning – examples on p. 12 - 13

What is Crisis Communications?

2 - Crisis Preparation  Crisis that cannot be prevented  How do we deal with these

instances? – Pepsi – syringes in Diet Pepsi cans

What is Crisis Communications?

3 - Containment  Limit the duration of a crisis  Keep it from spreading

– Pepsi used an ad to end its crisis – Several hoaxes exposed – Crisis over

What is Crisis Communications?

Crisis Communications Today

4 - Crisis Recovery

Recovery involves efforts to return the company to business as usual.

One measure of success for crisis management is the speed with which normal operations are restored.

4 - Recovery  Return to business as usual  Normalcy as quickly as possible 5 - Learning  What was lost  What was gained  Change to prevent future crisis

What is Crisis Communications?

Crisis Communications Today

Crisis Learning 1. How the organization dealt with

the crisis…its crisis management performance.

2. A review of the actual damage created by the crisis.

Success: The actual crisis damage is less than the anticipated crisis damage for success.