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Ch1CrisisCommunicationLecture1FoundationsandDefinitions.pptxEffective Crisis Communication
Chapter 1 The Conceptual Foundation
Ulmer, R., Sellnow, T., and Seeger, M. (2019). Effective crisis communication: Moving from crisis to opportunity. Sage Publications. Thousand Oaks, CA.
Importance of Crisis Communication Skills
No community, organization, public or private is immune from crises.
The need for understanding effective crisis communication has increased in demand.
Cyber attacks, public relations disasters, natural disasters, corporate, government, and private mistakes.
Because of the prevalence of crises, crisis communication skills are some of the most sought after.
Subsequent slides offer examples of crisis situations
Sports example requiring crisis communication skills
3
Business example requiring crisis communication skills
4
Government example requiring crisis communication skills
5
Political example requiring crisis communication skills
6
Natural disaster example requiring crisis communication skills
7
Defining Crisis Communication
Bad experiences are not crises
Hermann (1963) identified 3 characteristics
Surprise
Threat
Short Response Time
Traditional Definition of Crisis
Surprise
Even natural disasters such as flooding and fires do not count unless they come with an intensity that was unpredicted or beyond expectations of government officials.
Threat
Crises involve threats beyond the normal problems faced.
Can affect an organization’s financial security, customers, residents nearby, and others.
Short Response Time
Organizations must provide effective communication immediately after the initial crisis.
Difficult because in the immediate aftermath little is often known about the cause of the crisis.
Only a short window to take control and set the tone for response and recovery.
Expanding the definition of Crisis Communication
Unexpected – Could not have anticipated or planned for.
Nonroutine – Events that cannot be managed by normal procedures and often require unique or extreme measures.
Produces Uncertainty – Cannot be aware of all causes and effects and investigations and efforts to reduce uncertainty may have to continue for months or years.
Creates Opportunities – To learn, make strategic changes, grow, or develop new competitive advantages.
Threat to image, reputation, or high-priority goals – Can be intense enough to permanently damage or destroy the organization.
Types of Crises
Intentional
Terrorism
Sabotage
Workplace violence
Poor employee relationships
Poor risk management
Unethical leadership
Unintentional
Natural disasters
Disease outbreaks
Unforeseeable technical interactions
Product failure
Downturns in the economy
Types of Crises
Intentional
Terrorism
Sabotage
Workplace violence
Poor employee relationships
Poor risk management
Unethical leadership
Types of Crises
Unintentional
Natural disasters
Disease outbreaks
Unforeseeable technical interactions
Product failure
Downturns in the economy
Misconceptions Associated with Crisis and Communication
Crises build character – No, they expose it and values
Crises do not have any positive value – No, they can possess both threat and opportunity
Crisis communication is about determining responsibility and blame – Focus should be on setting a vision for moving forward, learning, and creating meaning
CC is about getting information out to stakeholders - No prefab messages, listen and adapt to stakeholder concerns
CC involves taking rigid and defensive stances – The more flexible, the better able to respond
Misconceptions Associated with Crisis and Communication
CC about enacting elaborate prefabricated crisis plans – Plans are good, but the best predictor is strong relationship with stakeholders.
CC is about over-reassuring the public to avoid panic – Over-reassurance may kill credibility
CC is about communicating only when new information is available – Effective CC is about being open and accessible
CC is about managing the image or reputation of an organization – Effective CC is about finding solutions AND lessening impact on those affected
CC involves “Spinning” the facts surrounding the crisis – Spin only makes things worse and makes the communicator look unethical
Summary
Crisis Communication is important
Defined as unexpected, non-routine, creates uncertainty and opportunities, and represents a threat
Types are intentional and unintentional
10 Misconceptions
