Seven Steps of PR to Manage Communication Crisis

PRINDONESIA.CO | Thursday, June 11, 2020
Perbaharui secara berkala lima isu tertinggi yang dianggap paling berpengaruh terhadap keberlangsungan bisnis maupun reputasi organisasi.

There are no companies/agencies in this part of the world that can be separated from issues, especially if not managed properly. Then, it is possible that the issue can develop into a crisis.

 JAKARTA, PRINDONESIA.CO – As stated by Wahyuningrat, Director of Imogen Public Affairs, while speaking at the event called "Kupas Setengah Tuntas: PR Crisis Handling 101" organized by Imogen Public Affairs through the Zoom application in Jakarta on Thursday (4/6/2020).

The issue itself is defined as everything that will affect the image, credibility, reputation of the company. Therefore, an active effort by public relations (PR) practitioners is needed to manage the issues before they become big and turn into crises. Or, we are familiar with the term issue management. "In issue management, there are tools. Usually, companies identify issues, then analyze their reactions before a crisis occurs," he said.

The classic effort that must be done first is to do stakeholder mapping. Map both the internal and external parties that are the top priority, need to get more attention, build closer relations, and parties that have the potential to protest sue when a crisis occurs. Categorize the stakeholders based on priority/interest scale.

Next, do an issue mapping. To do this, continue to update regularly the five highest issues that are considered the most influential on the sustainability of the business and the reputation of the organization. Conduct an impact/risk analysis to determine an immediate response such as holding a press conference, making an apology, or withstand.

Wahyuningrat advised us to identify potential crises and discuss them together. "Does it cause complaints, rumors, or messy events," he said. "Here is the art. Because each case requires its own approach. While in the midst of time constraints, the PR must look at the problem clearly," he added.


Rizki Akbar, the Senior Corporate Communication Practitioner, also agreed. According to him, any type of crisis whether it comes from internal or external, which certainly can have an impact on many things. Starting from reducing the level of trust from customers to business growth that is not good. Rizki then shared effective ways to deal with the communication crisis.

First, identifying and knowing the problem is key. This step makes it easier for PR in developing communication strategies. Second, prepare a crisis communication team effectively. Third, collect all data and facts. Fourth, develop communication materials, such as key messages, standby statements, press releases, document briefings, talking points, anticipating questions and answers, prepare messages/information to be distributed to all media channels.

Fifth, appoint a credible spokesperson. The spokesperson is adjusted to the size of the issue and not only has to be the president director. Sixth, identify 5W + 1H agencies/corporations, as simple as knowing when the right time to talk, recognize how strong our opponents are, to the position of the agency/corporation during a crisis, whether they are on the wrong side or right. Seventh, preparation is key. "We never know when a crisis will occur. Therefore, preparing it is the right step," Rizki concluded. (ais)