This chapter is particularly insightful and useful in dealing with real-life situations. Crisis happens inevitably; it is how we manage them that matters the most. Proper handling can lead to minimal losses but conversely, bad management to crisis can further tarnish an organisation's reputation.
According to the reading, "the first stage of crisis, the detection or prodromal stage, is when organisations experience events that could trigger a crisis. These events are identified as issues that, if managed in a proactive manner, can prevent crisis escalation". In my opinion, anticipation is key in this stage. If a company is proactive in identifying and responding even to the slightest hint of a crisis, chances are high that the issue will not worsen further. This would save plenty of time and resources spend in crisis management.
In the event when the media picks up news of a crisis, a "lack of message management by the organisation relinquishes control to the media who will retain control throughout the remainder of the crisis and drive it towards their own agendas." It is therefore important for PR personnel to monitor the media coverage closely as well as providing them with accurate and up-to-date information. It would be disastrous if the media were to have an inaccurate or biased point of view towards the organisation.
An example of a local crisis management I can recall is the case of Prima Deli causing salmonella poisoning to 204 customers. This is an abstract of the steps they undertook.
"From the looks of it, it seems they have (as they rightly should) a crisis management plan in place to deal with such incidences. The visible steps include:
- Stopping further production
- Recalling similar products
- Set up hotlines for public enquiries
- Cooperate with health authorities on investigations and inspections"
In my opinion, the key element was openness to the media and public about their mistakes and taking deliberate steps to place public interest as their top priority. As such, all is forgiven and Prima Deli remains a strong and profitable business.
- Andy
Virtually nothing will go according to plan as you intended and there is great need to be prepared for unforeseen circumstances and do damage control when the need arises.
ReplyDeleteI agree with you that Prima Deli did handle the situation very well and you have basically a mini-handbook guide to getting out of a crisis blog post here!
ReplyDeleteYes I do agree that openness to the media and placing public interests at their top priority is also important but as read in the readings of Masterfood's crisis with the mars bars ( They did not practice openness in the beginning) one can still rebound back.
Kudos!
ZR
http://zrhasspoken.blogspot.com
Hi ZhenRu, openness is indeed important as the public seeks the truth. The public may argue that it is their rights as consumers to know the truth. Otherwise, added skepticism and criticism may creep into the already existing crisis.
ReplyDelete