Understand The Importance Of Crisis Communication

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Introduction
It is imperative for organizations to understand the importance of crisis communication to stay competitive in today’s business world. Prevention is not always possible, therefore, an organization will need to have a plan and develop possible strategies. Although, crises in the business world are unavoidable and can destroy an organization from every angle, learning to be prepared and develop strategies to guide an organization through a crisis can dull the negative impact. Creating a crisis team of experienced individuals will allow for positive outcomes and critical guidance. Allocating necessary resources for leadership and the right person to be the face of the organization is impearative. With information so readily available,
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This can be accomplished by gathering information. Gathering information is crucial to the organization for sound decision making. According to Olsson, (2014) breaking down the information into different dimension, can help to communicate the priorities as information is received. By sorting into dimensions, information can be organized from the initial stage (p.121). In the initial stages of a crisis, gathering reliable and accurate information and passing it to others can set the tone of the crisis. In the past, there have been numerous organizations that have minimized damages in the initial stages of a crisis by collecting reliable and accurate data. However, there are also situations when an organization failed to collect proper information and costly decisions were made. Therefore, attention should be focused on how information is gathered, received and deciphered by the “first information responders” (Omilion & McClain, 2016, p. …show more content…
Crisis communication experts and executives are utilized to communicate and provide up to date information. Understanding what information to share, and how often to approach all interested parties, is a critical aspect of handling a crisis. When messages are distorted and the organizations mission is not expressed correctly, the negative effects are felt from consumers to active employees. Having a clear message will aid in the organizations goal to get control of the crisis. When a message is conveyed to the public during a crisis situation, the way the message is presented will interpret the priorities of the organization. Utilizing the media and understanding the role they play in a crisis situation gives an organization advantage. With proper training and almost unlimited resources, they can reach the greatest number of people, meeting the high demands and expectation of the public. (Nistor, & Beuran, 2015, p.

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