Crisis Communication
Organizational Crisis Defined <ul><li>A major unpredictable event that has the potential to severely damage the organizati...
Crisis Communication Has Two Goals <ul><li>Protect affected publics (ethical) </li></ul><ul><li>Restore the organization’s...
Crises Are More Frequent and Serious Than in the Past <ul><li>Globalization has created complex webs of financing, manufac...
Responsibilities of The Crisis Team <ul><li>Pre-crisis planning </li></ul><ul><li>Crisis management during the actual emer...
Ethical Crisis Communication <ul><li>Protects the health and well-being of affected publics </li></ul><ul><li>Persuades us...
Benoit’s Image Restoration Strategies <ul><li>Denial  </li></ul><ul><li>Evading of Responsibility </li></ul><ul><li>Reduci...
The Problem With Apologies  <ul><li>Although the public expects a sincere apology for a crisis, managers must also conside...
Methods of Apologizing Ambiguously <ul><li>Refer to the crisis as an “accident” </li></ul><ul><li>Express regret without a...
Guidelines for Effective Image Restoration <ul><li>Use multiple strategies in concert with one another </li></ul>
Guidelines for Effective Image Restoration <ul><li>Support all strategies with strong reasoning and evidence </li></ul>
Guidelines for Effective Image Restoration <ul><li>Exercise visible leadership from the highest executives </li></ul>
Guidelines for Effective Image Restoration <ul><li>Identify the target audience and select strategies accordingly </li></ul>
Four Audiences for Crisis Communication Severity High Low Responsibility Antagonistic Audience High Bemused Audience Conce...
Guidelines for Effective Image Restoration <ul><li>Recognize the limits of persuasive communication </li></ul>
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Crisis Communication

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  • Crisis Communication

    1. 1. Crisis Communication
    2. 2. Organizational Crisis Defined <ul><li>A major unpredictable event that has the potential to severely damage the organization’s reputation among employees, stock-holders, and the general public. </li></ul>
    3. 3. Crisis Communication Has Two Goals <ul><li>Protect affected publics (ethical) </li></ul><ul><li>Restore the organization’s image (effective) </li></ul>
    4. 4. Crises Are More Frequent and Serious Than in the Past <ul><li>Globalization has created complex webs of financing, manufacturing, and distribution </li></ul><ul><li>Consumer and environmental groups carefully scrutinize business and government </li></ul>
    5. 5. Responsibilities of The Crisis Team <ul><li>Pre-crisis planning </li></ul><ul><li>Crisis management during the actual emergency </li></ul><ul><li>Crisis communication with various publics including employees, community members, customers, and stockholders </li></ul>
    6. 6. Ethical Crisis Communication <ul><li>Protects the health and well-being of affected publics </li></ul><ul><li>Persuades using evidence and logic rather than appeals to emotion or ignorance </li></ul><ul><li>True to the facts as they are understood </li></ul>
    7. 7. Benoit’s Image Restoration Strategies <ul><li>Denial </li></ul><ul><li>Evading of Responsibility </li></ul><ul><li>Reducing Offensiveness </li></ul><ul><li>Corrective Action </li></ul><ul><li>Mortification </li></ul>Corporate Image
    8. 8. The Problem With Apologies <ul><li>Although the public expects a sincere apology for a crisis, managers must also consider the legal liability the company faces. </li></ul><ul><li>Ambiguous apologies omit details and avoid clear admissions of guilt. </li></ul><ul><li>What do you think of the effectiveness and ethics of the ambiguous apology? </li></ul>
    9. 9. Methods of Apologizing Ambiguously <ul><li>Refer to the crisis as an “accident” </li></ul><ul><li>Express regret without admitting guilt </li></ul><ul><li>Focus on prevention without admitting guilt </li></ul><ul><li>Are any of these forms of apology ethical? </li></ul>
    10. 10. Guidelines for Effective Image Restoration <ul><li>Use multiple strategies in concert with one another </li></ul>
    11. 11. Guidelines for Effective Image Restoration <ul><li>Support all strategies with strong reasoning and evidence </li></ul>
    12. 12. Guidelines for Effective Image Restoration <ul><li>Exercise visible leadership from the highest executives </li></ul>
    13. 13. Guidelines for Effective Image Restoration <ul><li>Identify the target audience and select strategies accordingly </li></ul>
    14. 14. Four Audiences for Crisis Communication Severity High Low Responsibility Antagonistic Audience High Bemused Audience Concerned Audience Animated Audience
    15. 15. Guidelines for Effective Image Restoration <ul><li>Recognize the limits of persuasive communication </li></ul>

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