Importance Of Crisis Communication

Background of Study

There are many descriptions of crisis, and although there is no commonly shared definition, scholars have made diverse attempts to characterize crises events and types. The focus of these selected definitions is on organizational crisis and although they may have conceptual similarities, they are not exactly the same. A crisis, by definition, is an event, revelation, allegation, or set of circumstances which threatens the integrity, reputation, or survival of an individual or organization. It challenges the public’s sense of safety, values, or appropriateness. The actual potential damage to the organization is considerable and the organization cannot, on its own, put an immediate end to it (Sapriel, 2003, p. 348).

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The key components in handling a crisis is to successfully in controlling the flow of information by developing and disseminating key messages to the media and also the organizations stakeholders. “Staying on message” is a terms that often used by fellow public relations practitioners during the process of engaging the public or members of the media during the crisis.

Survey have been conducted by various scholar on the importance of crisis management have reveals the importance of crisis communication. For instances, Fearn-Banks (2001) refer crisis communication as the interaction (verbal, visual, written) between on organization and its public. Kaufman (1998) said that the release of timely and accurate information to the media and also the public is very important and also pointed out that when an organization fail to release information, the later the organization drag the lesser power they will have to control over the flow of information and messages to the

Public relations practitioner are always responsible for the internal and external communication during the crisis (Burnett 1998). In the field there are many who believe that the practice of public relations is all about building and maintaining the relationship of the organization with its public (Broom, Casey & Ritchey 1997). This is why nobody is better to communicate with the public during a crisis that the Public Relations Practitioner who is doing the task of communicating message to the public daily. Besides communication, one of the majot task of publicn relations is to develop a strategic response to crisis (Burnett 1998). By developing a crisis communication plan, it allow the organization to release information and know what to do next when crisis happen (Marra 1998). As for the public relation managers, this can help to decrease any doubt or uncertainty during crisis Burnett (1998). Ultimately the goal of a Public Relations Practitioner is to prepare the best strategic plan to handle any crisis situation (Cho & Grower