Crises can negatively impact brands financially and reputationally. Effective crisis communication is important but difficult to measure. The document discusses the need to understand what message to convey, whether to respond, how to respond, and when during a crisis to maximize effectiveness and manage reputational impact. Different crisis types require tailored responses focusing on safety, addressing customer concerns, or reputational issues. Measuring crisis communication success remains a challenge requiring further research.

2. BACKGROUND
 Crises have a negative reputation, emotional, and financial
impact on a brand and organization.
 Working in a reputation economy [facing an imperative to
change].
 Growing expectations for being effective, empathy, and correct
in real-time.
How do we know how effective our crisis messages are in
a given situation?

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16. What are the differences?
• Natural
Disasters
• Workplace
Violence
• Focusing on
safety and
well being
• Product
Tampering
• Addressing
concerns
from
customers
• Hacking
• Cyber
bullying
• Reputational
misdeeds
and issues

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19. Crisis Research Partnership
• Based on theory, not necessarily
practice
• We know what must happen to
succeed, but not how to tell
whether or not it has happened
properly or even at all.
In essence - we need to focus
on
• what do you say, what do you
not say, how do you say it, and
when do you say it in a crisis

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32. .edu
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