How to deal effectively with crisis situations

Crisis is most frequently defined as undesired events (at the workplace) which lead to major disturbances and unrest among the public. It can lead to negative reputation of the organization if the organization does not do anything to protect its image. Crisis communication is a subfield of PR which deals with protecting the reputation and public image of the organization. The need for crisis communication can occur when the organization does not comply with government rules and regulations or when the organization has been involved in an unethical act which has come to the attention of NGOs. Therefore, it is essential for an organization to have a crisis management team.

What is a crisis management team?

A crisis management team is composed of the CEO, head of departments, board of directors, media advisors, HR representatives, and either the head of PR, or an externally hired consultant. The job of the crisis management team is to:

–          Identify problematic areas

–          Discuss with employees potential problematic areas of concerns

–          Prepare the crisis management plan

–           Communicate the steps of corrective actions to employees and the media once a crisis situation takes place


Why is a crisis management team important?

It is important to identify problematic areas and to discuss these areas with employees as early as possible because in this way, the organization can prevent a predictable crisis from occurring. It is crucial that for all problematic areas, there is a crisis management plan set up with possible variations of press releases. This is essential because, in such situations, the affected organization has to act quickly. This means that all decisions must be taken immediately within the team, and all involved parties to do their assigned tasks. In addition, the team has to be able to communicate what specific corrective actions it will take to resolve the situation.

By Tsveta Milanova


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