Seven Dimensions of Crisis Communication Management
SEVEN DIMENSIONS OF CRISIS COMMUNICATION MANAGEMENT:
A STRATEGIC ANALYSIS AND PLANNING MODEL
The most challenging part of crisis communication management is reacting - with the right response - quickly. This is because behavior always precedes communication. Non-behavior or inappropriate behavior leads to spin, not communication. In emergencies, it's the non-action and the resulting spin that cause embarrassment, humiliation, prolonged visibility, and unnecessary litigation.
Helping management understand the impact of inappropriate or poorly thought out crisis response is one of the most important strategic services the public relations practitioner can provide. To have a strategic discussion requires a tool that has value without insulting the executive's intelligence, has impact without belaboring the obvious, inspires action without over-simplifying, and illustrates options and choices without teaching unnecessary, ill-advised lessons in public relations.
Examining the dimensions of a crisis, which executives can clearly recognize and relate to, helps the public relations counselor provide truly meaningful, strategic advice. It is this kind of analytical approach that helps senior management avoid career-defining moments, unless the moments are deserved.
True crises have several critical dimensions in common, any one of which, if handled poorly, can disrupt or perhaps destroy best efforts at managing any remaining opportunities to resolve the situation and recover, rehabilitate, or retain reputation. Failure to respond and communicate in ways that meet community standards and expectations will result in a series of negative outcomes. This article focuses on seven critical dimensions of crisis communication management: 1. Operations; 2. Victims; 3. Trust/credibility; 4. Behavior; 5. Professional expectations; 6. Ethics; and 7. Lessons learned
Applying the Dimensions
Using this scenario, let's do an analysis using each of
A STRATEGIC ANALYSIS AND PLANNING MODEL
The most challenging part of crisis communication management is reacting - with the right response - quickly. This is because behavior always precedes communication. Non-behavior or inappropriate behavior leads to spin, not communication. In emergencies, it's the non-action and the resulting spin that cause embarrassment, humiliation, prolonged visibility, and unnecessary litigation.
Helping management understand the impact of inappropriate or poorly thought out crisis response is one of the most important strategic services the public relations practitioner can provide. To have a strategic discussion requires a tool that has value without insulting the executive's intelligence, has impact without belaboring the obvious, inspires action without over-simplifying, and illustrates options and choices without teaching unnecessary, ill-advised lessons in public relations.
Examining the dimensions of a crisis, which executives can clearly recognize and relate to, helps the public relations counselor provide truly meaningful, strategic advice. It is this kind of analytical approach that helps senior management avoid career-defining moments, unless the moments are deserved.
True crises have several critical dimensions in common, any one of which, if handled poorly, can disrupt or perhaps destroy best efforts at managing any remaining opportunities to resolve the situation and recover, rehabilitate, or retain reputation. Failure to respond and communicate in ways that meet community standards and expectations will result in a series of negative outcomes. This article focuses on seven critical dimensions of crisis communication management: 1. Operations; 2. Victims; 3. Trust/credibility; 4. Behavior; 5. Professional expectations; 6. Ethics; and 7. Lessons learned
Applying the Dimensions
Using this scenario, let's do an analysis using each of