RESPONDING TO A CRISIS - PR STRATEGIES TIPS

Options when Responding to a Crisis

According to the textbook titled Public Relations: Strategies and Tactics, there are various ways organizations can respond to a crisis situation. W. Timothy Coombs argues that an organization’s response to a crisis can vary from defensive to accommodative.

The response continuum, starts on the defensive side and ends on the accommodative side.

First, organizations can attack the accuser. This response involves attacking the accusing individuals by claiming that their facts are faulty and illogical. The organization aims to take away the credibility of the attacker. Often times a lawsuit is threatened.

Second, organizations can respond using denial. This response is quite simple. Essentially, the organization claims that no crisis exists.

The third response is justification. Using this response, organizations claim that no serious damage was caused or that the victims were at fault. Firestone used this response when people died using their tires. They claimed that the victims were at fault because the tires had been used improperly.

Next, organizations have the option to use ingratiation. This response involves taking steps to appease the publics involved with the situation. Examples include giving coupons to angry customers or donating money to another organization (Wilcox).

Organizations can use corrective action to right their wrongs. This response shows that the company realizes they were wrong and are taking an active role in fixing the problem as well as making sure the problem never occurs again.

The last response on the continuum is a full apology. This means exactly what one would think. The organization takes responsibility for the crisis and asks for forgiveness. Often times, money or some other type of compensation is involved.

All responses have been used by organizations at one point or another. Additionally, all responses have resulted in both successful and unsuccessful outcomes. Each crisis situation is unique and in no way can be solved by a single response.

In order to get the appropriate results, it is important for a trained crisis communications professional to analyze the situation immediately and prescribe the appropriate response.

Wilcox, Dennis. (2006). Public Relations: Strategies and Tactics. Boston, MA. 8th Edition. Pg. 261.

PT ADYATMIKA SAKTI NUSANTARA
no.1 Communication Strategic Consultant