Crisis Communication free essay sample

Definition A crisis can occur in a myriad of contexts, including organizational, family, national, or interpersonal. The communication before, during and after a crisis is a transactional activity that helps individuals or organizations to prepare for or cope with the crisis event (Reynolds Seeger, 2005). Crisis communication is studied primarily in the context of organizations (e. g. , Benoit 1995, Fearn-Banks, 2009), although it is critical in coping with crises in all contexts. Organizational Crisis Communication By definition, crisis communication in an organization is an interaction, dialogue, or conversation between an organization and its public and stakeholders before, during, and after the crisis occurrence (Benoit, 1995). In addition, crisis communication is a part of the crisis management process, which details a strategic plan and procedure for recovery for an organization that has suffered a negative impact as a result of a crisis and helps the organization to control the damaging situation (Coombs, 1999). Prior to 1980, crisis communication was believed to be part of the process of organizational reputation recovery after the crisis (Gottschalk, 1993); however, according to Fearn-Banks, (2006) contemporary crisis communication is viewed as an ongoing process rather than a one-time strategic response. Public relations practitioners have echoed this more expansive view of crisis communication by including stages of a crisis including crisis planning, development of contingencies, risk identification, and crisis avoidance (Gudykunst, 2002). Moreover, communication serves several important functions before, during, and after a crisis. First, resources for crisis response are systematically organized through communication (Heath, 2004). Professional crisis management agencies like the Federal Emergency Management Administration (FEMA) rely on communication for this function as a core element of crisis management procedures (Heath, 2004). In addition, communication can mitigate the damage of a crisis by coordinating the provision of tangible goods like insurance or organizational communication flow charts. According to enactment-based perspectives, communication frames the meaning of crisis events (Van Ruler Vercic, 2005). Crisis participants determine the meaning of events through communication by asking questions of cause, blame, and the ultimate consequences of the crisis (Williams Olaniran, 1998). Family/Interpersonal Crisis Communication Communication is also a central process in interpersonal and family crisis management. In fact, interpersonal influence was the earliest form of crisis communication, because information was passed through interpersonal channels before technology was possible (Garnett Kouzmin, 2007). The primary mode of interpersonal crisis communication is face-to-face, and although this type of communication may lack the perspective of organizational communication, it often has more direct relevance (Garnett Kouzmin, 2007). Moreover, communication functions to help individuals in families to resolve problems, promote resilience, and affirm beliefs (Walsh, 1996). Although this body of research is less developed than literature on organizational crisis communication, it does acknowledge the critical role of communication during a crisis. Crisis Communication Research: The Role of Theory Most research on crisis communication has focused on guidelines and procedures gathered from practitioners, rather than taking a more theoretical perspective (Ziaukas, 1999). However, Grunig (2002) argued that public relations and crisis communication need to conceptualize theoretical frameworks for their bodies of knowledge. Modern research on crisis communication has developed in two directions (Hearit, 1995). One encompasses theoretical models on corporate apologia and impression management (e. g. Benoit, 1995, 1997; Coombs, 1995). The aim of this approach is to develop strategies that will improve an organization’s image after a crisis has occurred. The other direction looks beyond post-crisis communication by focusing on the role of issues management and risk communication during crisis incubation. Crises often result from poor communication between organizations and the public (Coombs, 1999) and communication problems tend to intensify in a multicultural context. Hence, crisis communication does focus on the distribution of news releases and media relations, but also concerns community relations, consumer relations and other field related to public elations. Crisis Communication Models: Grunig Grunig (2002) outlined four models for public relations and crisis communication that indicate the relationships between an organization and its public or stakeholders: 1. Press Agentry/ Publicity Model: In this model, Crisis Communication practitioners may or may not offer truthful statements to their target audience(s). They are more interested in making their organization famous; and do not expect feedback from their public. 2. Public Information Model: The key characteristic of this model is that the practitioners of Crisis Communication resemble an information distributer. The primary difference with respect to other models one is that truthfulness and accuracy in the information that is distributed is required. 3. Two-way Asymmetric Model: This model is also known as the social science model. In other words, Crisis Communication Practitioners should use social science theories or research methods, such as surveys, to help themselves achieve their goals. They attempt to understand the characteristics of their public; however, the level of informational transparency between an organization and public is unequal. The public rarely, if ever, enjoys opportunities to access information about the organization. . Two-way Symmetric Model: This model is also known as the mutual understanding model. This is to say, there is a two-way dialogue between the public and an organization, and it is not simply a one-way form of communication. The purpose of research and social science methods in this model is not for propaganda or persuasion purposes but rather for purp oses of communication and fuller understanding. 5. Crisis Communication Management Defined 6. Following the strategic approach for public relations, we define crisis communication management as an ongoing and holistic process, in which the lace actively communicates with the public in order to minimize any damage to the place image. Knowing that having an image crisis is no longer a question of â€Å"if† but rather a question of â€Å"when†, all places should be involved in crisis communication management, regardless of their current image or the probability of a crisis. In order to gain a better understanding and elaborate the definition of crisis communication management, we can inspect the different crisis communication activities taken in the different stages of a crisis: 1. Precaution In accordance with its name, during the precaution stage most actions taken by organizations and places have nothing to do with a specific crisis situation but mainly concern preventive measures. This ongoing stage is used to create a strong and favorable image for the place through activities such as social contribution, community relations, allocating resources to PR, and creating good media relations. 2. Planning-Prevention In the second stage of crisis communication management, the places main goal is to prepare for future crises and to try to prevent them before they get out of control. The main tasks in the planning-prevention stage are the preparation of issue management plan (risk management), and the creation of a communication response strategy (also known as emergency response and action strategy). 3. Crisis Coping Crisis coping is a highly complex task in which a wide variety of measures are taken to contain the crisis, reduce its scale, and bring it to an end. As in the preceding stages, a correct, professional, and proactive use of crisis communication techniques can ease the perception of the crisis and prevent long-term damage to the places image. On the other hand, places that do not succeed in gaining control of the crisis coverage and delivering the right messages might find themselves facing a long-term image crisis. 4. Post-crisis In every crisis there is a post-crisis stage, starting once the smoke has cleared and lasting months or even years after the physical crisis has faded. From the perspective of crisis communication management, this stage is used for PR, advertising and marketing campaign aimed at altering the place’s image and re-attracting tourists, visitors and investors. isis refers to sequence of unwanted events at the workplace which lead to disturbances and major unrest amongst the individuals. Crisis generally arises on a short notice and triggers a feeling of threat and fear in the employees. In simpler words crisis leads to uncertainty and causes major harm to the organization and its employees. It is essential for the employees to sense the early signs of crisis and warn the employees against th e negative consequences of the same. Crisis not only affects the smooth functioning of the organization but also pose a threat to its brand name. What is Crisis Communication ? Crisis Communication refers to a special wing which deals with the reputation of the individuals as well as the organization. Crisis communication is an initiative which aims at protecting the reputation of the organization and maintaining its public image. Various factors such as criminal attacks, government investigations, media enquiry can tarnish the image of an organization. Crisis Communication specialists fight against several challenges which tend to harm the reputation and image of the organization. Need for Crisis Communication Crisis can have a negative effect on brand image. Crisis Communication experts are employed to save an organization’s reputation against various threats and unwanted challenges. Brand identity is one of the most valuable assets of an organization. The main purpose of Crisis Communication team is to protect the brand identity and maintain the organization’s firm standing within the industry. Crisis Communication specialists strive hard to overcome tough situations and help the organization come out of difficult situations in the best possible and quickest way. Crisis Communication Process Employees should not ignore any of the external parties and important clients Come out, meet them and discuss the problem with them. There is nothing to be ashamed of. If needed, seek their help. Media must not be ignored. Answer their questions. Avoiding media makes situation all the more worse. ?Don’t criticize individuals. Show a feeling of care and concern for them. Share the ir feelings and encourage them not to lose hope. Encourage them to deliver their level best. Put yourself in their place. Respect them and avoid playing blame games. ?Effective communication must be encouraged at the workplace during emergency situations. Employees should have an easy access to superior’s cabins to discuss critical issues with them and reach to a mutually acceptable solution. ?Information must flow across all departments in its desired form. One should not rely on mere guess works or assumptions during crisis. Make sure the information you have is accurate. ?Crisis communication specialists must learn to take quick decisions. Remember one needs to respond quickly and effectively during unstable situations. Think out of the box and devise alternate plans for the smooth functioning of organization. Make sure information is kept confidential. Serious action must be taken against employees sharing information and data with external parties. Such things are considered highly unprofessional and unethical and spoil the reputation of the organization. ?The superiors must evaluate performance of employees on a regular basis. Ask for feedbacks and reports to know what they are up to. Conduct surprise audits to track perf ormance of employees. Organizations hire crisis communication specialists to overcome tough times as well as to maintain their reputation and position in the market.