This document introduces concepts related to crisis communications and management. It defines a crisis as a major negative occurrence that interrupts normal business and can threaten an organization's existence. Crisis management involves strategic planning to control risks and uncertainties, while crisis communications is dialogue with stakeholders before, during, and after a crisis to minimize reputational damage. The stages of a crisis are defined as detection, prevention/preparation, containment, recovery, and learning. Effective crisis management includes communications that can alleviate or eliminate the crisis and sometimes bring an organization a more positive reputation.

1. CRISIS COMMUNICATIONS
Introducing concept, characters, and the stages of crisis

2. DEFINING CRISIS
• The term crisis denotes something more serious than a “problem.”
• Public relations people deal with problems—solving them or avoiding them.

3. DEFINING CRISIS
A crisis is a major occurrence with a potentially negative outcome affecting the organization,
company, or industry, as well as its publics, products, services, or good name.
A crisis interrupts normal business transactions and can sometimes threaten the existence of
the organization.
A crisis can be a strike, terrorism, a fire, a boycott, product tampering, product failure, or
numerous other events

4. THE IMPORTANCE OF CRISIS COMM
In a crisis, in contrast to a problem, emotions are on edge, brains are not fully
functioning, and events are occurring so rapidly that drafting a plan during a crisis is
unthinkable. Simply following one is difficult.

5. APPROACHES TO HANDLING CRISIS
Crisis management is a process of strategic planning for a crisis or negative
turning point, a process that removes some of the risk and uncertainty from the
negative occurrence and thereby allows the organization to be in greater control
of its own destiny.
Crisis communications is the dialog between the organization and its public(s)
prior to, during, and after the negative occurrence. The dialog details strategies
and tactics designed to minimize damage to the image of the organization.

6. “
”
EFFECTIVE CRISIS MANAGEMENT INCLUDES CRISIS
COMMUNICATIONS THAT NOT ONLY CAN ALLEVIATE OR ELIMINATE
THE CRISIS BUT ALSO CAN SOMETIMES BRING THE ORGANIZATION A
MORE POSITIVE REPUTATION THAN IT HAD BEFORE THE CRISIS.

7. CRISIS & PUBLICS
• Public relations deals with publics.
• Publics are the specific audiences
targeted by programs:
• Examples of corporate publics include
the following
• employees
• customers
• stockholders
• community members
• board members
• Unions
• and retirees.

8. CRISIS & PUBLICS
• Media relations
• Community relations
• Employee/internal relations
• Consumer relations

9. PREVENTION IS BETTER THAN HEALING
• Proactive public relations programs can be used to build relationships with certain
publics. They can prevent crises; they can also make these publics supportive when
there is a crisis.
• These programs might be the following:
• Media relations
• Community relations
• Employee/internal relations
• Consumer relations

10. “
”
TOO OFTEN, AN ORGANIZATION DOES NOT CONSIDER
UTILIZING PUBLIC RELATIONS UNTIL IT IS IN A CRISIS. THEN IT
WANTS A SPEEDY RECOVERY.

11. NO ORGANIZATION IS IMMUNE TO A CRISIS
• Whether an organization is a large multinational company or a small business, a
crisis communications plan is needed.
• Research shows that companies with ongoing two-way communications often avoid
crises or endure crises of shorter duration or of lesser magnitude.
• Research also shows that companies with a crisis management and/or crisis
communications plan come out of a crisis with a more positive image than
companies without such a plan.

12. STAGES OF CRISIS
1. Detection
2. Prevention/Preparation
3. Containment
4. Recovery
5. Learning
Detection
Prevention/
Preparation
Containment
Recovery
Learning

13. STAGES OF CRISIS
• Detection
• The detection phase may begin with noting warning signs, or what Barton (1993)
referred to as prodromes or the prodromal stage. Some crises have no noticeable
prodromes, but many do.
• Prevention
• Ongoing public relations programs and regular two-way communications build
relationships with key publics and thereby prevent crises, lessen the blows of crises, or
limit the duration of crises.
• Preparation
• Crisis preparation is necessary for dealing with crises that cannot be prevented. The
company must tell its publics that it is taking appropriate action.

14. STAGES OF CRISIS
• Containment
• Containment refers to the effort to limit the duration of the crisis or to keep it from
spreading to other areas affecting the organization.
• Recovery
• Recovery involves efforts to return the company to business as usual. Organizations
want to leave the crisis behind and restore normalcy as soon as possible; may also mean
restoring the confidence of key publics, which means communicating a return to normal
business.
• Learning
• The learning phase is a process of examining the crisis and determining what was lost,
what was gained, and how the organization performed in the crisis. It is an evaluative
procedure designed to make the crisis a prodrome for the future.

15. “
”
IN A CRISIS, THE PUBLIC PERCEIVES TRUTH TO BE WHATEVER
PUBLIC OPINION SAYS. AN ORGANIZATION IN CRISIS MUST
PROVE TO ITS PUBLICS, AND OFTEN TO THE GENERAL PUBLIC,
THAT THE PREVAILING NEGATIVE OPINION IS NOT FACTUAL.

16. THANK YOU
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