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Abstract: A nationally
known author in crisis management consulting provides guidelines about avoiding
common mistakes made during a crisis by communicators in organizations.
Introduction: All
organizations are drawn to crisis, it could come in any form; lawsuits, accusations,
Mother Nature, sudden changes in company ownership or management, audience’s
reaction, media views. The cheapest way to turn experiences to opportunity is
by learning from others mistakes. Here are eleven what not to do during a
crisis:
1-
Play Ostrick: Hoping no one knows about the
crisis, and not do anything about it.
2-
Only start working on a potential crisis
situation after its public: Make sure you prepare before your crisis gets
public, doing it last minute
3-
Let your reputation speak for you: Ignore
polishing your reputation and keep it as it is, with the world assumption of
you.
4-
Treat media like enemy: Go against the media and don’t give them
what they want, it would backfire by them going after your organization in a
negative way.
5-
Get stuck in reaction mode instead of proactive:
Instead of acting on your plan you continue to look like the guilty party
defending yourself.
6-
Use language your audience doesn’t understand:
Jargon and arcane acronyms could confuse your audience.
7-
Assume that truth will triumph over all:
perception is damaging.
8-
Address only issues and ignore feelings: Don’t
care about people’s feelings and concentrate on the issue.
9-
Make only written statement: It’s easier to send
written statement than face people.
10-Use “best guess” methods of
assessing damage: Conclude from the negative press and not find out what your
people know and want.
11-Do the same thing over and
over again expecting different results: Repeat the same mistakes from the first
crisis expecting different results.
Article by Jonathan Bernstein and Summarized by Shaymaa Al Kharusi
Journal of Promotion
Management, Vol 12(3/4) 2006
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