Department of Media and Communications.: Priyanka. R Ii Ba-Ceopep. 16CV032T

DEPARTMENT OF MEDIA AND
COMMUNICATIONS.
PUBLIC RELATIONS ASSIGNMENT.
CRISIS MANAGEMENT AND CRISIS

COMMUNICATION ALONG WITH A CASE STUDY
PRIYANKA. R
II BA-CEOPEP.
16CV032T.
CRISIS MANAGEMENT:
Crisis management is a critical organizational function .Failure can result in

serious harm to stockholders, losses for an organization or end its very existence.
In crisis management the threat is the potential damage a crisis can inflict on an
organization, its stakeholders and an industry effective crisis management
handles the threats sequentially. The primary concern in a crisis has to be public
safety .Reputation and financial concerns are considered after public safety has
been remedied.
Crisis management is a process designed to prevent the damage a crisis can
conflict on an organization and its stakeholders. It involves dealing with threats
before, during and after they have occurred.
CRISIS PREPARATION BEST PART:

The basic steps of effective crisis communications are not difficulty, but they
require advance work in order to minimize damage .Have a crisis management
plan and update it at least annually. Have a designate crisis management team
that is properly trained. Conduct exercise at least annually to test the crisis
management plan and team. Pre-draft select crisis management messages
including content for dark web sites and templates for crisis statements. Have the
legal department review and pre-approve these messages.
Crisis management plan:

A crisis management plan (CMP) is a reference tool,not a blueprint . A CMP
provides lists of key contact information, reminders of what typically should be
done in a crisis, and forms to be used to document the crisis response. A CMP is
not step by step guide to how to manage a crisis. CMP saves time during a crisis
by pre-assigning some task .Pre-collecting some information and serving as a
reference source. Pre-assigning tasks presumes there is a designated crisis team.
CRISIS COMMUNICATION:
It is a subspecialty of the public relations profession that is designed to protect
and defend an individual, company or organization facing a public challenge to its
reputation. When an emergency occurs the need to communicate is immediate.
An important component of the preparedness program is the crisis
communication plan.
CRISIS COMMUNICATION TACTICS:

Pre-crisis:
Researching and collecting information about crisis risks specific to the
organization. Preparing press release templates for the organization’s public
relations team in the event of a crisis .A rapid response crisis communications
team should be organized during the pre-crisis stage and all individuals who will
help with the actual crisis communication response should be trained . At this
stage the communication professional focuses on detecting and identifying
possible risks that could result in a crisis.
In-crisis:
Crisis communication tactics during the crisis stage may include, the
identification of the incident as a crisis by the organization’s crisis management
team for decision making and also the dissemination of crisis messages to both
internal and external publics of the organization.
Post-crisis:
Reviewing and dissecting the successes and failure of the crisis management team
in order to make any necessary changes to the organization, its employers
,practices or procedures providing follow up crisis messages as necessary deliver
all information promised to stakeholders as soon as that information is known
keep stakeholders update on the progression of recovery efforts including any
corrective measures being taken and the progress of investigation .
COMMUNICATIONAL CHANNEL:
Communication channels refer to the way this information flows within the
organization and with other organizations .communicating data from one location
to another requires some form of pathway or medium. An organization may
create a separate web site for the crisis or designate a section of its current
website for the crisis. Taylor and kents (2007) research finds that having crisis
websites is a best practice for using an internet during a crisis . This site should be
designed prior to the crisis. This requires the crisis team to anticipate the types of
crisis an organization will face and the types of information needed for the web
site .For instance any organization that makes consumer goods is likely to have a
product harm crisis that will require a recall stakeholders, including the news
media will turn to the internet during a crisis.
CASE STUDY AND ANALYSIS:
COCA- COLA
The case discusses the crisis faced by coca-cola in Europe, particularly Belgium, in
which people mostly school children fell ill after consuming its products in mid-
1999. Coca-cola had to recall about 30million cans and bottles, the largest ever
product recall in its 113-year history. For the first time, the entire inventory of
coca-colas products in Belgium was banned from sale. The case describes the
crisis in detail and discusses how coca-cola managed it.
The way coca-cola handled the Belgian crisis was a classic example of one of the
worst public relations fiascos in the corporate history. The case also highlights the
need and importance of a crisis management plan to prevent such fiascos in
future.
Coca-colas executives came forward with an explanation of what had gone wrong.
They claimed that their experts had investigated the problem by testing the
suspect batches for chemicals and the tests showed nothing toxic in the
beverages… The Belgian health ministry ordered coca-cola products must be
withdrawn from market and warned people to not use coca-cola. The highest
priority is the quality of products. Coca-cola ignored all complaints and act like
nothing is happened.
Coca-cola financial performance suffered a major setback due to the Belgian
crisis. The recall had a negative impact on coca-colas overall second-quarter net
income in the fiscal year 1999. The recall led to a 5%decline in the bottlers
revenues and a fall in cash operating profit by 6%..
Coca-cola handled was the worst public relations fiascos in the corporate history.
The case structure to achieve: Examining the role of a person with a high degree
of accountability (such as the CEO) in managing public relations and crisis
management.
Crisis began has a negative(threat),effective crisis management can minimize the

damage and in some case it emerge stronger than before ,based on the crisis and
how they handled it.

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DEPARTMENT OF MEDIA AND

PUBLIC RELATIONS ASSIGNMENT.

CRISIS MANAGEMENT AND CRISIS

Crisis management is a critical organizational function .Failure can result in

CRISIS PREPARATION BEST PART:

Crisis management plan:

CRISIS COMMUNICATION TACTICS:

Crisis began has a negative(threat),effective crisis management can minimize the

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