2. Importance of communication in a
crisis
Crisis a threat to reputations of both organization and its
products/brands
Can also affect stakeholders, customers, clients
Effective communication can be helpful, useful in
alleviating, repairing reputational damage during, after
crisis
All features of communication critical in such scenario:
i. Message content
ii. Timing
iii. Channel
iv. Audience
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3. Communication in a crisis
Post-crisis communication essential in repairing
reputational damage.
Response strategies can destroy or mend
organizational reputation
Analysts: crisis management calls for “evidence-based
crisis communication guidance”
Also necessary: scientific evidence, employing
empirical research as opposed to individualistic
preferences and some intuitive experiences.
Seek to optimize recovery of positive reputation for
firm and brands in after-crisis communication.
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4. Steps to enhance communication
after crises
Upholding communication: management should
not cease to enlighten stakeholders on what is
happening, what is expected of each.
Development of product/service that promotes
the brand
Ensures communication plays its role in sensitizing
stakeholders, consumers.
Need for management's extra care on communication
method employed in publicizing new brand
Transitional period critical
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5. Steps to enhance communication
after crises
Reexamination of social commitments: does not
primarily involve communication
Social communications such as corporate social
responsibility
Communication amongst, between stakeholders
determines success of organization’s response to crisis issue
Need for crisis communication skills in enlightening
society on intentions in relation to public relations
activities
Important before rumors, information from other
unreliable quarters.
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6. Steps to enhance
communication after crises
Making an announcement to the public on revival
from the crisis.
Make known enhanced performance and productivity
To call back clients and other stakeholders who may
have lost confidence in organization
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7. Communication after crises
Need to choose message carefully
Use correct, most suitable, convenient channel of
communication
Ensure effectiveness of message in reaching right
audience
Use correct timing
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