“Panic” or proper management of the communication crisis in organizations

Learn what the role of a PR professional is

Crises know no borders and boundaries. In the private or public sector, in small or large businesses, in any organization or business, a crisis can turn things upside down. A human error, a bad communication, the economy and even politics, are factors that can bring a crisis and then “panic” to an organization.

Naturally, a crisis will affect not only the state of the organization at all levels (finances, image of the organization, advertising, sales) but also the behavior of employees, even managers. It will affect their communication, their morale and then their psychology and productivity.

The Public Relations professional of the organization has a more important role in such a situation. A proper PR professional should be able to deal with such a situation in time, with a plan already in his drawer!

The public relations professional is the leader of a “panic situation”. The steps that will lead to exiting this situation are as follows:

Acceptance and appreciation of the crisis. Somewhere here the damage is clearly visible and the plan of action comes into play. The public relations professional defines the key persons, where they take action. He is also responsible for the composure he must convey to the employees, and the flexibility they must have to get out of the crisis situation.

Securing immediate resources and financial facilities and any actions for the “good image” of the organization is the job of the public relations leader. At the same time, the correct communication between the public relations professional, the management staff and the employees is one of the most basic elements that will lead to good understanding and then success.

Every PR professional should normally anticipate and anticipate a crisis. However, if he has not foreseen it, he should be the coolest, strongest and most stable link in the chain of the organization for such a situation.

Essentially, a crisis has four phases:

-The crisis phase. At its borders, there is a continuous drop in production. In the examined period, that is, we have a smaller volume of goods production than the previous one .

-The recession phase. The beginning of this phase begins when the downward trend of production stops and the economy passes into a phase of stagnation .

-The recovery phase . Here the production shows an increasing trend, but its level has not yet covered the pre-crisis levels and falls short of them.

-The rise phase. Production has reached pre-crisis levels and continues to grow rhythms .

Finally, businesses must be “prepared for a crisis”, whether we are talking about communication crises or crises such as natural disasters or even personal, psychological, individual or even group crises… The truth is that some crises also create opportunities and public relations managers must recognize the importance of a crisis management plan, not only when they have already been through a crisis that they may not have been able to deal with successfully, but to already have some possible communication plan “scenarios” that they can gain complete control over the message that goes out of the organization….this is the golden rule in effective crisis management.

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