CRISIS

CRISIS is defined as situation

that is unpredictable but
it is not unexpected.
A crisis is anything that has
the potential to significantly
impact an organization.

COMMON FEATURES OF A CRISIS

The situation materialises unexpectedly

Decisions are required urgently
Time is short
Specific threats are identified
Communications are increasingly difficult to
manage
Urgent demands for information are received
There is sense of loss of control
Pressures build over time
Routine business become increasingly
difficult
Outsiders take an unaccustomed interest
Reputation suffers

TYPES OF CRISIS

Natural disaster
Technological crises
Confrontation
Malevolence
Organizational Misdeeds
Workplace Violence
Rumours
Terrorist attacks/man-made disasters

WHAT IS CRISIS MANAGEMENT ?

The overall coordination of an organization's response to a
crisis, in an effective, timely manner, with the goal of
avoiding or minimizing damage to the organization's
profitability, reputation, or ability to operate.
Crisis management involves identifying a crisis, planning a
response to the crisis and confronting and resolving the
crisis.

OBJECTIVES OF CRISIS
MANAGEMENT
Reducing tension during the incident;
Demonstrating corporate commitment and
expertise
Controlling the flow and accuracy of information
Managing resources effectively

THREE MAIN STAGES

PRE-CRISIS PHASE
The pre-crisis phase is concerned with
prevention and preparation.
Prevention involves seeking to reduce known
risks that could lead to a crisis. This is part of an
Organizations risk management program.
Preparation involves creating the crisis
management Plan, selecting and training the
crisis management team, and conducting
exercises to test the Crisis management plan and
crisis management team.

CRISIS RESPONSE
The

crisis response is what management

does and says after the crisis hits. Public
relations plays a critical role in the crisis
response by helping to develop the
messages that are sent to various publics.
A great deal of research has examined the
crisis response. That research has been
divided into two sections:
(1) the initial crisis response and
(2) Reputation repair and behavioral
intentions

POST-CRISIS PHASE

In the post-crisis phase, the organization is

returning to business as usual. The crisis is no
longer the focal point of managements attention
but still requires some attention.

WAYS OF MANAGING A CRISIS

Strong

leadership :- strong leadership is key

to establishing confidence the way in which
the organisation is responding to the crisis. It
demonstrates organisation and enables
consistent clear communication.

Swift

decision making :- delays and

unnecessary debate will quickly undermine the
confidence in team and its approach however
be aware that often a good sound decision
made promptly is far more better than a
perfect decision made too late.

 Prompt,

effective action :-it is vital that the

organisation puts peoples interests far ahead
of cost consideration customers hurt needs
the attention immediately. All companies are
expected to behave morally

Proactive

action to mitigate any

environmental impact :- any industrial
accedent that leads to contamination or
damage to our environment will inevitably
attract significant attention.

 Apologies

:- apologising to the people who

were affected by the crisis is one of the
important factor in post crisis phase.

Ensure

crises management team :- having

a crisis management team is not enough it
should have had the opportunities to rehearse
and be properly trained to achieve its
objectives.

 Good

stakeholders relationships :- good

stakeholder relationships are the
cornerstone. Have a good brand image. It is
not about what the company believe in the
end it is about those around.

Effective

spokespeople:- getting the

message across clearly and with conviction it
is absolutely vital. Carefully consider who
within the organisation can convey your
message effectively.

Be transparent :- If you made a mistake, admit

it, apologize, and do everything in your power

to correct it. We are all human and humans
make mistakes. Your customers dont expect
you and your teams to be perfect, just
transparent and honest.
Do

Not Lose Your Cool Ever :- There may be

times when you disagree with your customers.
But being rude or attacking them in social
forums is absolutely unacceptable. Provide the
best information you can and do your best to
satisfy every inquiry.

 Manage

Access To Your Social Media

Accounts Carefully :- there have been
instances of employees posting personal
updates to brand accounts not realizing that
they havent switched to the right account.
Making sure you are limiting access to only
knowledgeable community managers who have
appropriate training with avoid mistakes such
as these.

And

Remember You Will Never Please

Everybody

UNDERSTANDING THE CRISIS

MANAGEMENT FROM TAJ CASE
STUDY PERSPECTIVE

Prior to 26 November, 2008 (pre-crisis phase)

26 November, 2008-29 November, 2008 (crisis phase)

29 November, 2008 onwards (post-crisis phase)