Identify Crisis Potential before It’s Too Late

PRINDONESIA.CO | Saturday, November 02, 2019
Identifikasi potensi krisis yang mungkin muncul dari mana saja dan kapan saja.

“We must really understand who our stakeholders are. When there is a potential crisis, it must be dealt accordingly and immediately so as not to develop into a crisis.”


BALI, PRINDONESIA.CO – A communication crisis is a situation where a company faces a situation that threatens the relationship with the stakeholders, company reputations, and other strategic interests. Boy Kelana Soebroto, Head of Corporate Communications of Astra International was chosen to deliver the material with the theme “Issue Management and Crisis Management” on the second day of PR INDONESIA Jamboree (JAMPIRO) #5 in Bali on Wednesday (30/10/2019).

With his experience in Astra that which has 234 subsidiaries and 226.504 employees, he acknowledged that the potential of crisis could come from internal and external. Then, the role of public relations (PR) as the company’s communicator is to strengthen understanding, trust, and support from the stakeholders. In addition, PR also needs to identify crisis potentials that may arise from anywhere and anytime. Don’t underestimate the little things and opinions of a few people. Because in this digital age, an opinion from one person can spread and become the opinions of thousands of people in a matter of minutes.

Below are several tips presented by Deputy Chairperson III BPP PERHUMAS to PR practitioners in order to be able to analyze crisis potentials and anticipate a crisis.

Identify things that could cause a crisis

By understanding stakeholders, finding out and evaluating public opinion, PR can formulate issues that have the potential to be a crisis. After that, draft the questions, answers, and solutions for each of these potential problems.

Responsive to the public

Other than paying attention to public opinion, also pay attention to public requests and desires. Show openness by giving access to the public to call the company’s contact person. PR as the front guard of the company communicator also needs to ensure that the public understands the vision and mission of the company.

Identify the crisis level

Crisis management needs to be done as effectively as possible. Meanwhile, different scales of crisis in the company cannot be handled in the same way. Then it needs to be ensured that every subsidiary has a good communication function. So as much as possible the crisis can be resolved in the smallest scope.

Determine management priorities

Focus on what needs to be said in the first hours since crises arise. To be more effective, appoint a spokesperson from the start. So, when a crisis occurs, information comes out of one door and there’s no misleading of information.

Know and Control Yourself

As a PR that is directly related to the crisis and the parties involved in the crisis, PR needs to develop self-control since early on. Find a strategy to hold back, be neutral, and not reactive in giving excessive responses.

After a crisis occurred, Boy emphasized that PR must evaluate and document every step taken to overcome the crisis. This data can be used as a reference for formulating potential future crises or handling future crises. (den)