In this paper, I provide an overview of the most important things to consider when addressing crisis communication and management for an organization.

1. FINAL REFLECTION 1
Crisis Management: Final Reflection
Matt Gilhooly
PUR 6904: International Issues and Crisis Communications
Professor Donohue
November 28, 2020

2. FINAL REFLECTION 2
Key Crisis Management Takeaways
Crisis management was a familiar term; however, I have never directly participated in
crisis management activities. Therefore, this course provided the resources necessary to
understand crisis management better. As someone that likes order and processes, the Crisis
Communication Plan (CCP) resonated with me throughout the term. Although crises are
unpredictable, having a "plan in place, along with the roles, responsibilities, and training
needed," companies can be as prepared as possible (AON, n.d.).
I also frequently referred to the concept of a "trust bank" throughout the semester.
Melissa Agnes discusses that a "trust bank" is built when organizations proactively work to
minimize risk, thus building trust and a more substantial reputation with stakeholders (2015). If a
company follows its core values, it will likely build up the balance in its "trust bank." So when a
crisis occurs, stakeholders see that the company regularly works to avoid risks for its
stakeholders, leading to a smaller attribution of blame.
Throughout this course, resources highlighted the importance of transparency in all
communications related to a crisis (and other business practices). Although "do no harm" is the
primary, overarching ethical principle in public relations (J. Donohue, personal communication,
November 17, 2020), I feel that leaders can build trust and long-term success through consistent
and deliberate communication and decision-making based on core values. As noted in week 12,
"transparency is essential to an ethical climate in organizations and should be evident in
communications, practices, policies, meetings, and other interactions" (Lampton, 2019).
Two other areas that I have a better understanding of are: how a crisis is defined and how
to categorize risks. As noted by Coombs, "if stakeholders believe an organization is in crisis, a
crisis does exist, and stakeholders will react to the organization as if it is in crisis (2019, p.3).

3. FINAL REFLECTION 3
The idea of stakeholder perception of an event was an essential focus of this course. If
stakeholders believe a company is in a crisis, the company must respond as if it were.
Communications teams can categorize risk into three main clusters – victim, accidental,
and preventable. A victim cluster includes risks that have minimal attribution of responsibility
for the company. An accidental cluster represents risks with low attribution, and preventable
cluster risks show a high responsibility level (Coombs, 2013). During risk assessment activities
(as part of the planning process for the CCP), teams create potential action plans to use during a
crisis depending on the risk cluster identified.
Before, During, and After a Crisis
Before a company faces a crisis, a Crisis Communication Plan must be created,
rehearsed, and regularly updated. These plans include a thorough assessment of risks, strategies
for mitigating (or responding to) various risks, and a list of the crisis communication team
members (with responsibilities). The plans also provide key messages that can be used in various
risk responses, contact lists, media lists, and multiple worksheets to be used when facing a crisis
(Cassling, 2020). This CCP should be a blueprint or a guide, not a "step-by-step set of
instructions for what to do when a crisis hits" (Coombs, 2019).
As part of the planning process, a company must identify spokespeople and provide
training. A spokesperson must manage the "accuracy and consistency of the messages" from the
company (Coombs, 2019). Spokespeople must be knowledgeable about the company and the
crisis so that accurate information can be relayed. Coombs also notes that spokespeople must be
calm, genuine, and sincere (2019). A spokesperson should show empathy, be transparent, and
lead with honest communication. Training should also include how to answer difficult questions
effectively and how to appear pleasant on camera (Coombs, 2019).

4. FINAL REFLECTION 4
To help avoid crises, companies must engage in social listening or horizon scanning.
Horizon scanning consists of examining the environment, internal and external, for any risks
that might lead to a crisis. It is a methodical process that helps to identify potential threats, but it
also allows companies to find opportunities to avoid a crisis (Horizon Scanning Experts Blog,
2018). During a crisis, team members must engage in social listening by setting alerts for
conversations about the company from all media sources. "Brands must monitor their social
feeds and brand mentions closely, as a single false or negative claim has the power to spread to
millions of people at a rapid rate" (Hyder, 2019). A company should be prepared to correct any
false information about a crisis to avoid further damage.
A company has the opportunity to control the narrative during a potential crisis. Social
media platforms allow a company to be transparent and present any currently known facts and
planned actions to its stakeholders immediately. "A good organization-stakeholder relationship is
built on trust, and trust requires an organization to deliver on its promises" (Coombs, 2019,
p.133). To control the narrative, a company must be prepared to consistently update
stakeholders, even if no new information is available.
All communications should be empathetic and express care and concern for any
potential victims. "Start with an empathetic statement, then outline the big picture and action
items needed to realize it" (Meyer, 2020). As a company's goal is to protect stakeholders from
harm, victims' names must remain confidential throughout early communications (Coombs,
2019). Depending on the nature of the crisis, companies should consider stopping all scheduled
posts to prevent confusion and avoid further loss of reputation from stakeholders (Newberry &
Dawley, 2019).

5. FINAL REFLECTION 5
A company should provide its employees with consistent messaging about the crisis,
protocols, and expectations in the immediate aftermath of a crisis. "The existence of social media
networks means that every one of your employees with a presence has an impact on your brand"
(Landau, n.d.). Employees represent important brand ambassadors and must feel empowered
and confident regarding the information shared during and after a crisis (MarketingWorks 360,
2014).
Once a crisis has passed, companies must evaluate crisis response efforts, adjust future
crisis communications plans, and build back trust and reputation from stakeholders. An honest
evaluation of crisis response efforts, focusing on any issues or problems, is imperative for
preparing for future crises. "Since the desired result is to drive improved organizational
performance during future crises, the focus needs to be on finding root causes for both successes
and failures" (Folsom & Garretson, 2020). Through this evaluation, companies must develop
action items to enhance future crisis responses. Communications teams should implement the
resulting action items into the Crisis Communication Plan. The appendix can also contain crisis
evaluation data for future reference.
Finally, after a crisis, a company must begin rebuilding its reputation and "trust bank."
Companies should align all decisions with core values and share relevant information with its
stakeholders consistently and with transparency.

6. FINAL REFLECTION 6
References
AON. (n.d.). Crisis Management: Planning For The Unpredictable. The One Brief. Retrieved
November 28, 2020, from https://theonebrief.com/crisis-management-planning-for-the-
unpredictable/
Cassling. (2020, April 7). Six Elements of a Crisis Communication Plan.
https://www.cassling.com/knowledge-center/six-elements-of-a-crisis-communication-
plan
Coombs, T. (2013). Applied Crisis Communication and Crisis Management: Cases and
Exercises (1st ed.) [E-book]. SAGE Publications, Inc. Retrieved from
https://www.amazon.com/gp/product/B00GUZ04EQ
Coombs, T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding (5th
ed.) [E-book]. SAGE Publications, Inc. Retrieved from
https://www.amazon.com/Ongoing-Crisis-Communication-Planning-Responding-ebook-
dp-B07LGBT3C4/dp/B07LGBT3C4
Folsom, S., & Garretson, R. (2020, June 1). How to Conduct a Post-Crisis Evaluation – Risk
Management. Risk Management. http://www.rmmagazine.com/2020/06/01/how-to-
conduct-a-post-crisis-evaluation/
Horizon Scanning Experts Blog. (2018, December 19). The Complete Guide to Horizon
Scanning. https://horizonscan.org/what-is-horizon-scanning

7. FINAL REFLECTION 7
Hyder, S. (2019, December 18). How To Manage A Brand Crisis In 2020. Forbes.
https://www.forbes.com/sites/shamahyder/2019/12/18/how-to-manage-a-brand-crisis-in-
2020/?sh=3c1cb6f71585
Lampton, J. (2019, September 1). Transparency Is the Bedrock of Ethics. Strategic Finance.
https://sfmagazine.com/post-entry/september-2019-transparency-is-the-bedrock-of-
ethics/
Landau, C. (n.d.). How to Handle and Avoid Negative Publicity. Bplans Blog. Retrieved October
23, 2020, from https://articles.bplans.com/handle-avoid-negative-publicity/
MarketingWorks 360. (2014, March 20). 6 Ways to Rebuild Reputation with PR after a Crisis |
Marketing Works | B2B Marketing and Public Relations Firm.
https://marketingworks360.com/2014/03/marketing-tips/6-ways-to-rebuild-reputation-
with-pr-after-a-crisis/
Melissa Agnes. (2015, May 7). The Secret to Successful Crisis Management in the 21st Century -
Melissa Agnes TEDx Talk [Video]. YouTube.
https://www.youtube.com/watch?v=VQGEPEaEWtg&feature=emb_title
Meyer, C. (2020, March 31). In Crisis Communication, Start with Empathy. ASIS.
https://www.asisonline.org/security-management-magazine/latest-news/online-
exclusives/2020/In-Crisis-Communication-Start-With-Empathy/

8. FINAL REFLECTION 8
Newberry, C., & Dawley, S. (2019, February 6). How to Manage a Social Media Crisis: A
Practical Guide for Brands. Hootsuite. https://blog.hootsuite.com/social-media-crisis-
management/