Understanding Crises and Crisis Management

Definition of a Crisis

• A crisis is anything that prevents an organization from fulfilling its mission.
• Can be:
  • Real or perceived
  • Caused by nature or human error
  • Out of one's control or due to negligence

Importance of Crisis Planning

• Good planning can mitigate damage or avert crises.
• Planning starts with the assumption that a crisis will happen eventually.

Steps in Crisis Management

1. Assess the Problem
   • Determine the nature and extent of the crisis.
   • Assess damage and risk to the organization's reputation.
2. Identify Key Audiences
   • Determine who needs communication during the crisis.
3. Craft Your Message
   • Decide on an appropriate and truthful message to convey.

Communication in a Crisis

• Cannot communicate out of a crisis caused by one's own behavior.
• Understanding the importance of sincerity and honesty.

Types of Crisis Work

• Preparation Work
  • The most effective type as it involves no existing damage.
• Reactive Work
  • Often more challenging, especially when involving emotional situations.

Difficult Crisis Situations

• Instances involving harm to individuals:
  • Sexual misconduct issues.
  • Vulnerable populations (e.g., disabled, elderly).

Key Actions in a Crisis

• Identify and communicate with the key audience.
• Reassure stakeholders and audiences.
• Convey capability and intention to do the right thing.
• Sometimes issuing an apology is necessary.