The Effectiveness of Proactive Crisis Communication Strategies - Essay Sample

Critical Evaluation of the Effectiveness

Communication Crisis of one of the primary foci in the management literature of crisis. Strategies of crisis response strategies are interested in the situations of the crisis. Crisis communication has its roots to communication skills. These skills will determine how effective crisis communication is.

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Proactive strategies usually used to address crisis communication. Proactive strategies help prevents the crises from happening in the initial phases. Thus, it is an optimum measure of crisis communication.

Ideally, Proactive strategies have two divisions, namely Management issues and reputation management. The management issue revolves around the practitioners of the public. Thus the relationship between the public practitioners looks at the cause of the problem and formulates a plan that will help overlook and prevent the problems from further development.

Reputation management establishes positive communication measures with the public. The public is the foundation of goodwill that can decrease the damage that a crisis can do to the organization. Communication crisis focuses on apologia rhetoric, a branch of proactive approach that emphasizes on relationship management.

During the Coronavirus pandemic, Crisis communication is essential. The organization may use a proactive approach to trace the cause of the problem and establish a positive communication to the public. This communication will give the people hope and help them have a favourable view of the company during this pandemic.

In informing the public, or rather, in establishing a positive communication to the public, the responses about organization by use media to help spread their response of the crisis (Wan, & Pfau, 301, 2004). This communication should include a press conference, social media and internal briefing. These choices or rather, models reach a lot of the people, thus their preferences.

In its briefing, the organizational message should be fast, consistent and open to probe the publics' understanding. Short briefings will appeal to the publics' hearing. In the briefing, the organization should shun away from the information vacuum since silence may propel a loss in control (Wan, & Pfau, 302, 2004). Moreover, consistency will help the public to recall communication. The employees have to be informed. Openness in crisis communication is the centre of understanding. The organization should disclose information about the pandemic and uphold all the honesty.

Conclusion

In conclusion, the organization should avoid all unnecessary communication during this pandemic and always be ready to respond to the comments from the public. The organization should use proactive strategies in getting the facts so that every information briefed will the assertive and authentic.

References

Coombs, W.T. and Holladay, S.J., 1996. Communication and attributions in a crisis: An experimental study in crisis communication. Journal of public relations research, 8(4), pp.279-295. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Coombs%2C+W.T.+and+Holladay%2C+S.J.%2C+1996.+Communication+and+attributions+in+a+crisis%3A+An+experimental+study+in+crisis+communication.+Journal+of+public+relations+research%2C+8%284%29%2C+pp.279-295.&btnG=

Herrero, A.G. and Pratt, C.B., 1996. An integrated symmetrical model for crisis-communications management. Journal of Public Relations Research, 8(2), pp.79-105. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=An+Integrated+Symmetrical+Model+for+Crisis-Communications+Management++Alfonso+Gonzalez-Herrero+Department+of+Marketing++Universidad+Complutense+de+Madrid+and+Burson-Marsteller++Madrid%2C+Spain+Cornelius+B.+Pratt+Department+of+Advertising+College+of+Communication+Arts+and+Sciences+Michigan+State+University&btnG=

Wan, H.H. and Pfau, M., 2004. The relative effectiveness of inoculation, bolstering, and combined approaches in crisis communication. Journal of Public Relations Research, 16(3), pp.301-328. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Wan%2C+H.H.+and+Pfau%2C+M.%2C+2004.+The+relative+effectiveness+of+inoculation%2C+bolstering%2C+and+combined+approaches+in+crisis+communication.+Journal+of+Public+Relations+Research%2C+16%283%29%2C+pp.301-328.&btnG=