Strategic Communication 101: Crisis Communication - Crisis Management Lifecycle Precrisis Crisis Postcrisis

What This Is

The Crisis Management Lifecycle is a strategic communication framework that guides organizations through the preparation, response, and recovery phases of a crisis. It involves anticipating and mitigating potential risks, managing the crisis through effective communication, and rebuilding trust and reputation after the crisis has passed. A well-executed crisis management plan can help minimize damage to an organization's reputation, relationships, and bottom line. For example, Johnson & Johnson's response to the Tylenol tampering crisis in 1982 set the gold standard for crisis communication, demonstrating transparency, accountability, and a commitment to consumer safety.

Key Theories & Models

• Image Repair Theory (Benoit): Five strategies to repair an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification. Choose the most effective strategy based on the severity and evidence of the crisis.
• PESO Model: A framework for planning integrated campaigns across four media categories: Paid (advertising), Earned (media coverage), Shared (social media), and Owned (company-controlled media).
• Situation Crisis Communication Theory (Coombs): A framework for understanding the impact of crisis type, crisis severity, and crisis responsibility on public perception and reputation.
• Crisis Communication Competence (Coombs): A model for evaluating an organization's crisis communication skills, including preparedness, response, and recovery.
• The 5 Ps of Crisis Communication (Coombs): Preparedness, Prevention, Perception, Performance, and Post-crisis.
• The Crisis Communication Process (Coombs): A framework for understanding the steps involved in crisis communication, including preparation, response, and recovery.
• The Crisis Communication Matrix (Coombs): A tool for evaluating the effectiveness of crisis communication efforts.

Step-by-Step Application

1. Conduct a risk assessment: Identify potential crisis scenarios and assess their likelihood and potential impact.
2. Develop a crisis communication plan: Outline the steps to be taken in the event of a crisis, including a clear message, key stakeholders, and communication channels.
3. Establish a crisis management team: Assemble a team of experts to respond to the crisis, including communication, public relations, and executive leaders.
4. Monitor and respond to the crisis: Use social media, media monitoring, and other tools to track the crisis and respond promptly and effectively.
5. Measure and evaluate the crisis response: Assess the effectiveness of the crisis communication efforts and make adjustments as needed.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent and honest communication. A crisis communication plan should prioritize truth and transparency over spin.
• Misconception: "A crisis will never happen to us."
• Correction: Even well-prepared organizations can experience unexpected crises. A crisis communication plan should be in place to mitigate the impact of a crisis.
• Misconception: "Crisis communication is just about responding to the crisis."
• Correction: Crisis communication involves preparation, response, and recovery. A comprehensive plan should include all three phases.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a crisis scenario and develop a crisis communication plan, including a clear message, key stakeholders, and communication channels.
• Tricky distinctions: Understand the difference between outputs (e.g., press releases), outcomes (e.g., media coverage), and outtakes (e.g., social media engagement).
• Strategic thinking: Demonstrate how a crisis communication plan aligns with an organization's overall goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Conduct a risk assessment to determine the potential impact of the crisis. 2. Develop a clear message that acknowledges the CEO's mistake and apologizes for any offense caused. 3. Establish a crisis management team to respond to the crisis and communicate with stakeholders.

Rationale: This response is grounded in Image Repair Theory (Benoit), which suggests that a clear and sincere apology can help repair an organization's image.

Last-Minute Cram Sheet

• Image Repair Theory (Benoit): Five strategies for repairing an organization's image.
• PESO Model: A framework for planning integrated campaigns across four media categories.
• Situation Crisis Communication Theory (Coombs): A framework for understanding the impact of crisis type, crisis severity, and crisis responsibility on public perception and reputation.
• Crisis Communication Competence (Coombs): A model for evaluating an organization's crisis communication skills.
• The 5 Ps of Crisis Communication (Coombs): Preparedness, Prevention, Perception, Performance, and Post-crisis.
• The Crisis Communication Process (Coombs): A framework for understanding the steps involved in crisis communication.
• The Crisis Communication Matrix (Coombs): A tool for evaluating the effectiveness of crisis communication efforts.
• APR Code of Ethics: A set of principles for professional conduct in public relations.
• PRSA Code of Ethics: A set of principles for professional conduct in public relations.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."