Crisis Communication: The Importance Of Crisis Management

Crisis Communication

There are many definitions to crisis. According to Fink (1986), crisis is a turning point for better or worse. According to Fearn-Banks (1996), crisis is a major occurrence with a potentially negative outcome affecting an organization, company, or industry, as well as its publics, products, services, or good name. According to Barton (1993), crisis is a major unpredictable event that has potentially negative results. The event and its aftermath may significantly damage an organization and its employees, products, services, financial condition, and reputation.

Crisis communication is an important element during crisis management. During a crisis, there shall be only one person in charge of communicating to prevent the arising of any confusion due to different interpretation and delivery from different people. There must also be a continuous connection between the crisis communication team to all information or updates so that the process goes smoothly. Transparency and immediacy are important during a crisis. During a crisis, the spokesperson of an organization must tell the truth to the publics and it must be done fast through mediums such as press conference and social media to avoid unnecessary speculation or accusation from the publics which might affect the organization’s reputation.

Crisis management is a critical organizational function that designed to prevent or lessen the damages a crisis can inflict on an organization and its stakeholders. It