LSPR CC06 s25

Course : Crisis Communication (1509CC06)
elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies
LSPR eLearning Program
Session Topic : Crisis Communication Plan &

Crisis Makers
Course: Crisis Communication

By Syafiq B. Assegaff, MA, MD, CBM, IAPR
Content
Part 1
Crisis Characteristics
Part 2
8 Steps
Part 3
Crisis Communications Plan
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Part1: Crisis Characteristics
Crisis: Argenti
Crisis according to Argenti

A crisis is,
a major catastrophe that may
occur either naturally or as a
result of,
a. Human error,
b. Intervention or
c. Even malicious intent.
The latter outcomes,

may be the result of
managements response to,
tangible devastation or the result
of human error.
Paul A. Argenti
Prof. of Corporate
Communication
It can include:
tangible devastation (such as the
destruction of lives or assets),
or intangible devastation (such as
the loss of an organizations
credibility) or
other reputational damage.
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Crisis: Argenti
See this video:

https://www.youtube.com/watch?v=JxDOAZ3D
Mkg
Credibility elements:
1. Compassionate
2. Competent
3. Confident
Also watch this video: Coombs
Attribution Theory on the Situational Crisis
Communication Theory:
https://www.youtube.com/watch?v=2zctIlJUeoA
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W. Timothy Coombs
Ph.D
Prof., AdvertisingPublic Relations,
Univ.of Central Florida
S.6
Crisis: Characteristics
Crisis Characteristics
1. Element of Surprise
Many surprises
2. Insufficient Information
Organizations dont have all the facts, but
suddenly have to explain everything to media & other stakeholders.
3. The quick pace of events
Things escalates very rapidly.
4. Intense scrutiny
Executives often unprepared for the media spotlight,
which is instantaneous, as answers & results normally take time.
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S.7
Crisis: Communicating
Communicating during the Crisis

a. All the planning that an organization can gather (collect, assemble) will only
partially prepare it for an actual crisis.
b. The true measure of success is how (good) it deals with a problem when it
occurs
Common Sense: keberhasilan bisa terukur ketika organisasi dgn cara
melihat seberapa efektifnya ia menghadapi masalah saat problem itu
terjadi.
c.
If the plan is comprehensive enough,

managers (like you) will at least start from a strong position.
What follow are the most important steps to take when communicating
during a crisis.
Perhatikan video2 yg menunjukkan bagaimana CEO BP & Walikota Toronto
(Robert Ford)
berkomunikasi secara tidak efektif saat menjawab (scrutiny) wartawan.
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S.8
Crisis: Communicating (Cont.)
d. Every crisis is different,

which means that you (managers) must adapt
the following suggestions to meet their needs
(see next slides)
But crises have enough common elements for this
prescription to be a starting point for all crisis
management.
Note:
1. Apart from this communication tips by Argenti,
you can also use, separately or in combination
with, the 7 R steps.
2. To be precise, you need to read the book.
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Rob Ford
Torontos Mayor
(2010)
S.9
Part2: 8 Steps
8 Steps: Crisis
8 Steps
1.
2.
3.
4.
5.
6.
Get Control of the Situation

Gather as Much Information as Possible
Set Up a Centralized Crisis Management Center
Communicate Early and Often
Understand the Media
Communicate Directly with Affected Constituents
(Public)
7. Remember that Business Must Continue (as usual)
8. Make Plans to Avoid Another Crisis Immediately
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S.11
8 Steps: Crisis (Cont.)
8 Steps
a. Get Control of the Situation:
1) As soon as possible define the real problem with the use of reliable
information,
2) Then setting measurable communication objectives for handling it.
3) When crisis erupts everyone in the organization,
should know who needs to be contacted.
Unrealistic ?
serve as a clearinghouse.
4) Leader must know the composition of crisis team, then turn the situation
over the appropriate manager.
b. Gather as Much Information as Possible:
1) Understanding the problem at hand is the right place for communicators
to begin dealing with a crisis.
2) Often involves managing information coming from many sources.
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c. Set Up a Centralized Crisis Management Center:

1) The (center) location will serve as the platform for all communications
during the crisis.
2) All communications about the crisis (including for media) should come
from this one, centralized location.
Note: In the exam, students need to explain what are things include in the
center, & who are the team members there.
d. Communicate Early & Often
1) Spokesperson needs to say whatever she or he can as soon as possible.
2) Particularly if the crisis involves threat to lives & property,
communicators should try to shield constituencies (public) from panic by
allaying (calming, putting to rest) some of the probable fears that
people will have about the situation.
3) Employees, the media& other important public should know that the crisis
center will issue updates at regular intervals until further notice.
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e. Understand the Medias Mission in a Crisis:

1) Members of the media work in an extremely competitive environment,
which explains why they all want to get the story first.
2) They are also used to a crisis environment in their work.
3) What they are looking for is a good story with victims, villains (bad
character, rogue, criminal, lawbreaker), & visuals.
f. Communicate Directly with Affected Constituents (Public):

1) Using the media to get information is good,
but its more important to communicate with your employees, sales staff,
organized leadership, site security operators, & receptionist,
as there will be the medias best sources of information in the crisis.
2) External, as well as internal, constituencies need to be contacted as well,
based on priority.
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e. Remember That Business Must Continue:

1) Business has to run as usual.
2) Prepared during rehearsal by Crisis Team.
3) Replace all responsible people in Crisis Center, so all duties can run as
usual.
f. Make Plans to Avoid Another Crisis Immediately:
Post crisis,
corporate communications executives should work with other managers
to ensure the organization will be even better prepared next time it is
faced with a crisis.
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S.15
Part3: Crisis Communications Plan
Crisis: Crisis Inventory
Crisis Communications Plan

Crisis Inventory
Determine which crisis (or crises) we
are likely to face
Before
developing,
1) a Crisis management Plan (CMP) or
2) a Crisis Communications Plan (CCP).
For maximum effectiveness of CMP

or CCP: need to various info for
each type of crisis.
Example:
Restaurant: have 2 probable crises
Items should be available
1) Food poisoning:
its recipes, list of ingredients
stocked, list of vendors used,
kitchen precautions &
procedures, names &
contact numbers of chefs, list of
medical experts for consultation
and list for spokespersons.
2) Fire:
evacuation procedures, policy of
using inflammable dcor items
(window covering & table cloths,
floor plan of the structure, fire
experts for spokespersons).
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Crisis: Frequent Types
Frequent Types of Crises

1. Acquisition; alcohol/drug abuse;
2. Bankruptcy; boycott; bribery;
3. Chemical spill (leak); earthquake;
explosion;
4. Fire; lawsuits; layoffs; murder;
5. Product failure; protest
demonstrations; racial issues;
6. Strikes; tax problems;
transportation accident
a) Can be one or combination of the
above.
e.g.: boycott + sex discrimination.
b) Need involvement of entire

company or department reps.
we-ness penting.
c) Each employee has unique
perspective on things that can go
wrong.
e.g.: janitors more aware on
heating, or possible gas leaking.
d) Crisis identification program is
crucial.
e) If not, minimum should have staff
meetings: determine possible
crises.
f) Questions must be answered:
How likely is this crisis ?
How devastating can the crisis be
?
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S.18
Crisis: Questions Must be Answered
How likely is this crisis ? rank them
How devastating can the crisis be ?
0 Impossible: no chance to happen.

1 Nearly impossible
2 Remotely possible
3 Possible
4 More than possible probable
5 Highly probable: have occurred,
evidence of warning signs
0 No damage: not a serious

consequence.
1 Little damage: can be handled,
media (- )
2 Some damage: slight chance
media will be involved
3 Considerable damage: but not
be a major media issue
4 Considerable damage: media
++
5 Devastating: media +++
front page news, can put
company out of business.
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Crisis: Assess of Probability & Damages A Sample
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S.20
Crisis: Assess of Probability & Damages A Sample (Cont.)
Reading the graph:

1. The possibility of Company X suffering a crisis resulting from violence &
fire seem both likely, but the damage from violence looks more critical.
2. On the other hand, protest demonstration is critical, although not very likely.
3. What else can you see from the graph ?
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S.21
Crisis: Assess of Probability & Damages
a. Most organizations plan for crises which seem both probable & damaging.
b. In the case above: Company X develop Crisis Management & Crisis
Communications plans for:
workplace violence first,
c.
1)
2)
3)
Then the following in descending order of importance:

Fire
Demo &
Tax problems.
d. Some organizations with similar rankings in all categories, make general CCP
but sometimes they omit the detailed information.
e. Some, fearing all possibilities of crises equally,

will adopt a policy of open & honest response with media & all publics, &
plan to be in a total reactive mode during a crisis.
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Crisis: Assess of Probability & Damages (Cont.)
f. The importance of Crisis Inventory is,

to force organizations to think about the
possibilities.
Because sometimes the most ridiculous crisis
occurs, while no one in the company could
predict.
Remember Murphys Law: crisis for which you
have no plan will likely happen.
g. Many companies didnt expect these to
happen, Pepsi never dreamed it would
have syringes in its cans.
h. But these 2 could certainly anticipated crisis:
But Foodmaker & Jack in-the-Box
anticipate children dying from eating
hamburgers (1993).
Exxon anticipate oil slick in America.
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Source: Wikipedia
(1993)
Source: Wikipedia
(1989)
S.23
Reference
1. Argenti, Paul A. (2007) Corporate Communication. 4th Edition Chapter 10,

McGraw-Hill.
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S.24
Course : Crisis Communication (1509CC06)
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Course : Crisis Communication (1509CC06)

LSPR eLearning Program

Session Topic : Crisis Communication Plan &

Course: Crisis Communication

Crisis Communications Plan

Part1: Crisis Characteristics

Crisis according to Argenti

The latter outcomes,

See this video:

Communicating during the Crisis

If the plan is comprehensive enough,

Crisis: Communicating (Cont.)

d. Every crisis is different,

Get Control of the Situation

8 Steps: Crisis (Cont.)

8 Steps: Crisis (Cont.)

c. Set Up a Centralized Crisis Management Center:

8 Steps: Crisis (Cont.)

e. Understand the Medias Mission in a Crisis:

f. Communicate Directly with Affected Constituents (Public):

8 Steps: Crisis (Cont.)

e. Remember That Business Must Continue:

Part3: Crisis Communications Plan

Crisis: Crisis Inventory

Crisis Communications Plan

For maximum effectiveness of CMP

Crisis: Frequent Types

Frequent Types of Crises

b) Need involvement of entire

Crisis: Questions Must be Answered

How likely is this crisis ? rank them

How devastating can the crisis be ?

0 Impossible: no chance to happen.

0 No damage: not a serious

Crisis: Assess of Probability & Damages A Sample

Crisis: Assess of Probability & Damages A Sample (Cont.)

Reading the graph:

Crisis: Assess of Probability & Damages

Then the following in descending order of importance:

e. Some, fearing all possibilities of crises equally,

Crisis: Assess of Probability & Damages (Cont.)

f. The importance of Crisis Inventory is,

1. Argenti, Paul A. (2007) Corporate Communication. 4th Edition Chapter 10,

Course : Crisis Communication (1509CC06)

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