Every organisation has to handle a crisis.\u00a0 It could be a minor or major crisis. Sometimes it starts with something small like a negative comment on the company\u2019s product on a Facebook posting.\u00a0\u00a0 This could quickly escalate to a crisis if you do not respond quickly and effectively.<\/p>\n
In 2009, a Domino Pizza\u00a0 employee in United States, was seen assembling sandwiches, spraying snot on them, sticking cheese up his nose before placing it on a piece of bread and passing gas on a slice of salami. This stomach-turning video clip was uploaded on You Tube and went viral on social media creating a crisis for the company.\u00a0\u00a0 Initially, the company thought it would go away but later decided to respond effectively to the situation.<\/p>\n
More recently, Volkswagen faced a major crisis when United States regulators found that the manufacturer has incorporated a device in its diesel cars to cheat during emission tests.\u00a0 In Singapore, VW had sought to reach out to its customers one month later but it did not appear to appease the customers.<\/p>\n
Effective communications within the first few hours of a crisis can define the event and frame the context in which it is judged.\u00a0 Therefore, every organisation should be well prepared to manage crisis communications.<\/p>\n
Here are a few important points to remember when communicating in a crisis:<\/p>\n
When a crisis hits you, communicate effectively during and after the incident, especially within the first few hours.\u00a0 It will enhance your reputation, strengthen your relationship with key stakeholders, create goodwill and contribute to the long-term mission of the organisation.<\/p>\n