What is Crisis?
A crisis is any event that is, or is
expected to lead to an unstable and
dangerous situation affecting an
individual, group, community, or
whole society.

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• Natural Disaster
• Technological Crisis
• Confrontation
• Organizational Misdeeds
• Workplace Violence
• Rumours
• Terrorist Attacks
TYPES OF CRISIS IN
ORGANIZATION

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• Damages Public Safety
• Financial Loss to Company
• Company’s Reputation Loss
THREATS CAUSED BY CRISIS

Crisis communication is a subspecialty
of the public relations profession that is
designed to protect and defend an
individual, company or organization
who is facing a public challenge to its
reputation.
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CRISIS COMMUNICATION

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Crisis communication is designed to connect a variety of audiences to each another, such as:
• Employees
• Leadership
• Crisis management team
• PR team
• IT team
• Department heads
• Security personnel
• Local police & first responders
• Government officials
WHO NEEDS CRISIS COMMUNICATION?

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STAGES OF CRISIS COMMUNICATION

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• Competence
• Credibility
• Caring
• Capability
• Commitment
5 C’S OF CRISIS COMMUNICATION

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• PR professionals appear unsure and
tentative, since they don’t have facts or
information.
• Competence of PRO based on how they
convey the message during media interviews.
• PRO should prepare confidently to showcase
their competence.
COMPETENCE

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• The best way to gain credibility is to
concede an obvious point.
CREDIBILITY

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The PR Professional need to express
the deep commitment to communicate
with the general public, media and
other stake holders.
COMMITMENT

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• Company professionals should demonstrate caring
attitude towards the crisis and the victims of
the crisis.
• The public will be more worried about the
victims of the crisis.
CARING

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• PRO should be capable of resolving
the situation or solving the problem.
CAPABILITY

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• Be sympathetic & apologetic
• Manage information flow
• Manage crisis team to focus on the event
• Assume the worst case scenario
• Have a trained spokesperson
• Resist the aggressive approach
• Understand why the media are here
• Remember all audiences
KEY PRINCIPLES OF CRISIS
MANAGEMENT

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HTTP://WWW.CONTOSO.COM/