Satarupa Dutta
43B
It is essential for the employees to sense the early signs of crisis and warn the
employees against the negative consequences of the same.it not only affects the
smooth functioning of the organization but also poses a threat to its brand
name.
Crisis can have a negative effect on brand image. Crisis Communication experts
are employed to save an organizations reputation against various threats and
unwanted challenges.Brand identity is one of the most valuable assets of an
organization. The main purpose of Crisis Communication team is to protect the
brand identity and maintain the organizations firm standing within the industry.
Employees should not ignore any of the external parties and important
clients .They should come out, meet them and discuss the problem with
them. There is nothing to be ashamed of.
Media must not be ignored. Their questions should be ignored. Avoiding
media makes situation all the more worse.
Criticizing individuals is a no-no. Show a feeling of care and concern for
them.
Information must flow across all departments in its desired form. One
should not rely on mere guess works or assumptions during crisis. We
need to make sure the information we have is accurate.
Crisis communication specialists must learn to take quick decisions. One
needs to respond quickly and effectively during unstable situations,think
out of the box and devise alternate plans.
SCCT identifies how key facets of the crisis situation influence attributions
about the crisis and the reputations held by stakeholders. In turn,
understanding how stakeholders will respond to the crisis informs the post-
crisis communication. The empirical research from SCCT provides a set of
guidelines for how crisis managers can use crisis response strategies to
protect a reputation from the ravages of a crisis.
THREAT POSED :
The first priority in any crisis is to protect stakeholders from harm, not to
protect the reputation.
Instructing information tells stakeholders what they must do to protect
themselves from the physical threat of a crisis.
CRISIS HISTORY
Crisis history and prior relational reputation have both a direct and indirect
effect on the reputational threat posed by the crisis. Either a history of
crises or an unfavourable prior relational reputation intensifies attributions
of crisis responsibility thereby indirectly affecting the reputational threat.
Previous research found that the primary SCCT crisis response strategies
form three groups based upon perceptions of accepting responsibility for a
crisis: (1) denial, (2) diminish and (3) rebuild.
According to Wigley and Zhang, social media have allowed for news to
break almost instantly and once it hits a conduit such as Twitter or
Facebook it is only a matter of minutes before the story is spread virally to
thousands or even millions of people .This means that the old mantra of
crisis communication regarding control of information flow has become
almost impossible for companies to perform .Public relations professionals
no longer have time to plan before crises reach social media and the
public. Thus, crisis communicators have been given the reactive role and
with that they are forced to begin reputational damage control once the
public has already discovered and evaluated the crisis