Author : Konstantina Karatzoudi
A business organization runs always the risk to confront an issue or a crisis which can seriously affect its operations and cause damage to its reputation. In such cases, it is crucial for the organization to adopt an effective crisis communication plan when dealing with the media and its stakeholders. A good crisis communication plan targets not only to facilitate the flow of information during a crisis, but also inform and educate before a crisis develops. Key elements of a successful communication plan can be timely communications, plan customization to fit the situation, the introduction of a system of severity levels, each of that will use an appropriate response, well-trained and authorized spokespersons who will be willing to perform the job and would meet some important requirements during stressful situations. Effective crisis communication planning can also eliminate speculation and show that the organization is under control and do the right thing as well as can eliminate rumours. The more effective crisis plan an organization has, the less reputational loss the organization suffers.
In cases where an organization fails to manage a crisis communication, this failure can result in serious losses for the organization, serious harm to its stakeholders and even the end of its existence. It is taken for granted that reputational damage can cause huge financial impact to all parts that have an interest in one organization. An unsuccessful crisis communication can feed rumours which can deeply affect any organization and undermine stakeholders trust.
Lessons that could be learned from cases where organizations did not have crisis communication plans are that many companies ignore the role of crisis communication during and after a crisis. Another lesson is that stakeholders should be stay informed to feel safe and connected with the situation when a crisis occurs so they expected to receive a trustworthy reporting and a continued communication. In addition, crisis communication is much more effective when it is used to help managers to prevent situations, to reduce their probability to happen and to be more prepared to deal with the crisis.
This type of proactive communication can create credibility, trust and can help company to restore any reputational damage.
References
Bratton, M. (2012). Crisis Communications: An Organizational Balancing Act. Avalution’s Perspective on Business Continuity & IT Disaster Recovery.
Future's Management 