Identifying the characteristics of crisis communication

Identifying the characteristics of crisis confabulationThe study begins by constituteing the characteristics of crisis dialogue. In doing so a relation was carried start with the food marketing conversation characteristics. During the beside phase a discussion was carried give a right smart to identify the ways in which crisis intercourse need to be managed and through examples (Child labour and sweat shop s arseholedal in Cambodia with regard to happy chance Nike, Johnson Johnson Tylenol crisis ) meet of crisis confabulation on co-operate report was critically analyzed. The next chapter foc expendd on the current crisis colloquy practices at MAS Intimates, where an in-depth discussion was carried pop out with the Manager Sustainability and Communication at MAS Intimates. Further analysis on of quickness level and future potential crisis which MAS Intimates might face in was discussed. The way in which the subprogram could be evaluated was discussed. In the final chapter recomm completionations were given in order to improve on the Crisis parley at MAS Intimates.What is Crisis Communication?Organizations individually day might face various types of potential crisis parts such as, work violence, explosions/fires, aggrieveful products and management misconduct etc. The term crisis colloquy could be defined as,Not necessarily catastrophic guinea pig, but rather an event that, left to usual argument processes, cases significant reputational, operational and financial harm (Doorley Gracial, 2007)The most challenging part of crisis communicating management is reacting with the right reception quickly. This is because behavior always precedes talk. Non-behavior or inappropriate behavior leads to spin, non parley (James E. Lukaszewski)Characteristics of crisis confabulationTo analyze the characteristics of crisis communicating its wise to do a similarity with marketing communication based on factors such as, target audience, commu nication objectives, lead time, communication tools means type. The undermenti unmatchabled table denotes a comparison between crisis communication and marketing communications.a) Target Group (TG)In crisis communication, it may target many stakeholders or a specialized set of group, where it would think based on the nature of the crisis which an organization faces. In marketing communication it generally targets the customers, competitors and channel members. (Retailers, suppliers etc)b) Communication objectivesThe objectives of crisis communication would be, reduce threat/ jeopardize to the business, diffuse crisis situations (Inform and persuade) where as in marketing communication the main objectives would be to differentiate and remind)c) Lead timeLead time for crisis communication would be extremely low. (Reacts as a when it happens) but in marketing communication activates atomic number 18 well pre planed. (Higher respond time)d) Communication toolsIn crisis communica tions viewing on the nature of the crisis the organization may use broad footslog or narrowcast to drop dead with its stakeholders. But generally in crisis communications tools such as PR articles websites will be used. In marketing communications tools such as, TV, piano tuner and give-and-take papers be commonly used.e) Message typeDuring crisis communication, the nitty-gritty which is been communicated need to be impartial, rational, factual and localize, where as in MC the message generally tend to be vague indirect.f) BudgetIn MC it much more easy to determine the budgets where as in crisis communication its a bit hard to determine a budget as it may differ based on the nature of the crisis.Finally it inescapably to be reconciled the crisis communication is distinctly different from routine communication carried out by the company. Therefore it requires a different type of approach.Managing Crisis communicationA corporate reputation is a valuable asset (Fombrun and forefront Riel, 2004). A crisis is a threat to the corporate reputation and crisis communication (Crisis response) can be integral parts of repairing that harm/protecting the reputational assets (Barton, 2001 Benoit, 1995).As mentioned preceding(prenominal) the characteristics identified (TG, communication objectives, lead time, communication tools, message type and budgets) ar distinctly different from the way in which the routine communication is handled at MAS Intimates. Due to this mismatch it s important to identify the way in which to manage the above characteristics during a crisis situation. Firstly its important to have a solid plan, identify who argon the stake holder group gets coined, true contingency plans, allocate resources (sufficient budgets and man power), whose the group (Its not wise to depend on the routine people, therefore MAS need to provide necessary develop and expertise to the relevant individuals), Identify which external parties would assist MAS In timates, what are the media options, and to flummox or rehearse the crisis plan for a crisis situation etcImpact of crisis communication on co-operate reputationCrises damage the reputation and such changes can affect how stakeholders interact with the organization (Barton, 2001Dowling, 2002). It need to be stated if an organization manages crisis communication in a ineffective manner it would make the crisis situation worsened where as managing effectively would give the organization the opportunity to face the crisis successfully and convert it to a positive opportunity.Negative ScenarioIn identifying the concussion on reputation one could use the crisis which cracking and Nike experienced during its allegation for prison-breaking its strict code of conducts and anti sweat shop rules which was investigated by Panaroma. (BBC) The devil internationally successful brands claim that regular monitoring ensures that most factories are free of unethical practices. But the Panaroma t eam un crossed sweatshop working conditions and squirt labour in textile factory in Cambodia which produces GAP and Nike garments.The countersign evoked the customers (University students in Oregon who lived near Nike and Gap head offices) in United of States, where they not only started to protest and reticulate on anti sweat shops claims against the Nike owner (Its suppose to be the biggest protest movement in US since Vietnam)Impact on crisis communication in GAP Nike reputationDuring the investigations it was clearly evident that both these companies knowingly have breached its code of conduct, as a result they have mislead its customers the promises given on anti sweat shop practices and banning child labour in its manufacturing processIt was evident the spokes psychenel addressed the media in this aspect didnt disclosed the remove ground situation. Instead they made an attempt to cover the existing situation by sighting vague excuses, which will no doubt cast a question in respect of the credibility with regard to GAP Nike, and as a result it will create a blackball impact in terms of companys reputation.To avoid misunderstanding and confusion, organizations need to direct the publicsattention to credible sources and ensure they hear the truth (Taylor, 2006).Positive scenarioIn 1992, Johnson and Johnson Tylenol medication commanded 35% of US over the counter market analysis. The SKU was doing growing rapidly and it showed 15% of the company profits.Crisis hits Johnson and JohnsonUnfortunately at a stage where the company sales were blossoming an individual succeededin twine drugs with cyanide. As a result seven people died of it and there were rumors ranch due to contamination in the drug were causing the deaths. At the end of the episode every(prenominal) one in US knew Tylenol was associated with the allegation. As a result of it company market value dropped by $1 billion (Impact towards the company reputation) the share price dipped drasti cally.Impact on crisis communication in Johnson and Johnson reputationa) They responded quickly by complete receptiveness and immediately removed any source,that would bring a threat by with out waiting for any evidence from other states.b) Having acted quickly they ensured every measurement was taken to avoid any similarfuture occurrences. (Providing a tame proof packaging)c) Willingness to share the cost on behalf of customer base hitFinally its important to note the crisis communication has a clear header on co-operate reputation. Therefore it ask to be managed properly to reduce impact from a crisis.Readiness level for crisis communicationProblems are inescapable in the dynamics of the twenty-first century, but it does not mean tackling them is insurmountable. Eliasson and Kreuter (2000) argues, one major(ip) complication with crisis is how to define the actual crisis variable. In doing so, the following criterias need to be assessed to check the hardening level of an organ ization to tackle any crisis situation. They are identification of the crisis, assessment of crisis in terms of impact, likelihood, which stakeholders get affected, planning and action, team appointed, spokesperson, training of people, tools and equipment knowledgeable communication.Potential crisis Readiness level at MAS IntimatesAs mentioned above the organization has position it self as a supplier who produces guilt free garments to its world renowned customers. In doing so, one could state that MAS is anticipating crisis in terms of providing guilt free garments though they havent experience or rehearsed any crisis to-date. Apart from it MAS are prone to expose in to crisis such as, loss of quality suppliers, physical injuries during production, workplace violence, explosions/fires, management misconduct etcIn analyzing the readiness level presently at MAS Intimates majority of the criterias mentioned above are not put in to practice. For an example MAS doesnt posses a specif ic team to manage any crisis situation, lack of a senior spokes person with media credibility, no proper crisis plan or a process a organize program to train personnel.Finally it needs to be stated the readiness level at MAS Intimates to face a crisis is at a write down state. Going forward the gaps identified need to be mitigated if MAS are to manage crisis in an effective manner.Evaluating the effectiveness of the Crisis Management blueprint (CMP)A CMP would present a list of contact information, reminders of what generally should be do in a crisis and it helps to develop the crisis response. A CMP is not a bit-by-bit guide on how to manage a crisis, where Barton (2001), Coombs (2007a), and Fearn-Banks (2001) have noted how a CMP saves time by pre planning tasks, collecting information prior to the crisis, and constituent as a guiding source.Once MAS Intimates execute its Crisis Management Plan its important to evaluate the effectiveness of it. In doing, so MAS Intimates co uld use the following criterias to evaluate the effectiveness of its crisis plan. They are,a) Early warning systemsThis is the ability to monitor and identify the crisis. Its the responsibility of the appointedteam to monitor the internal and external milieu on a consistent basis.Identify the scale of the crisisWhen a crisis is find by the crisis management team its important to analyze thelevel of impact the reaction of each and every stakeholder group.The plan should be flexible to cover the scope of the crisis.d) Respond timeIts one of the critical criterias in which MAS needs to consider when they are measuring the effectiveness of the crisis plan. It could measure through how closely the plan reacts to the crisis and to get through to your stakeholders. Ex- Johnson and Johnson were able to react fast and as a result they were able to get over the Tylenol crisis in spite of appearance a period of five months.e) Ability to influence stakeholder opinionThis is the fulfilment to which the plan could influence the stakeholder opinion in favour ofMAS Intimates.Media CommentsThis refers to the way in which the media reacts to the crisis situation. Ideally the crisis plan need to make sure that majority of the communication tools need to provide positive comments in favour of MAS during and post crisis. come out crisis reputationIts the extent to which the crisis plan has influenced the crisis situation. The evaluation will be through with(p) based on,The level of improvement,Has it worsen the situationIs the situation remains the akinRecommendationsThe following suggestions are recommended to improve the crisis communication at MAS Intimates.a) Internal communicationEmployees are perhaps the most important stakeholders during a crisis, where poor internal communication could undermine the efforts to manage a crisis externally. For example lack of trust, employee turnover rate and poor customer relations would make the crisis even worse if its not proper ly managed. The following practices are recommended to improve the internal communication at MAS Intimates. They are, set up crisis communication conduct, desktop alerts, message reporting tools, use social media to listen to your employees, setup target audience in advance, press out out scenario planning and plan messages ahead, provide pocket guide, have crisis communication maps etc(Paste posters on the wall)b) Recruitment of a PR agencyIts important to farm a PR urgency which would be very useful in a crisis situation for MAS. It would help MAS to link with other media communication bring specially in executing PR articles, and developing media strategies to counter access or defend against a crisis situation.Media RelationMedia relation experts are oft criticized for the ability to craft stories spin stories in favor of the relevant party. So its critical for MAS Intimates to build a tight relationship with the relevant media channels and media houses. The following te chniques could be used by MAS intimates to create a strong bondage with the media personnel.Carry out proper research and prepare ever so admit the truthMeet in person -One on one face to face goes along way in media relation. For an example coca plant Cola used to take its media personnel for lunch or meet for it cocktail gatherings.Be available for 24/7 Appoint a designated person to handle calls receiving from media channelsFinding new ways to communicate Co-operate blogs, message and business networks.d) TrainingThe nature of training would vary based on the crisis. In providing training MAS could usetechniques such as stimulations, do by ups, media training, mock plays, sharing bestpractices carried out by other companys etc.e) voxA spokesman would play a critical role in a crisis situation as the team need to preparethemselves to talk to the news media. In doing so MAS Intimates need to recruit or train aspokesman to tackle the media pressure during crisis. Lerbinger (19 97), Feran-Banks(2001), and Coombs (2007a) devote considerable attention to media relations in a crisis.Proposed article will be published in the vender and LMD magazine which would be read by leading business professionals and business students.