The second phase of a crisis management plan is a reactive mode phase, which is based on response, recognition and containment, with identification of the crisis and stakeholdersstrategy selection and activation of the response system.

 

There are several examples of crisis, one of the most typical in the business world being financial disasters and mismanagement, in which there may be a sharp decline in overall revenue, turnover, with autonomy at risk and stagnant growth. The communication of a crisis should justify the associated damage, minimizing the impact, with corrective action to rectify and take measures so that it is not repeated in the future. Communicating to the most impacted CSOs is part of the communication strategy.

 

Another example is the provision of a bad service, in which there is inadequate information and which implies a corrective remedial action, presenting a transparent and empathetic communication on social networks. On the other hand, a case of discrimination, with attitudes or behaviors of racism and xenophobia require an apology, accepting responsibility and asking for forgiveness from the people. stakeholdersThis is coupled with a website advertising campaign reinforcing the company's values and past good deeds.

Workplace issues such as office closures, employee layoffs, delays in wage payments and increased working hours require a rebuttal communication stating that the incidents reflect company restructuring measures, denying the existence of a crisis and affirming the company's adaptation to the situation and with the promise of rapid progress. For issues related to sexual harassment and violence (physical or psychological) in the workplace, an apology should be drafted, accepting responsibility and asking forgiveness from the victims, with subsequent compensation.

 

For rumors and rumors, with accusations that may compromise the company's activity, without support in facts, the response at the communication level will be based on an explanation and refutation, presenting real facts (figures, results, employee testimonies) in the CBOs and in the media. Social Media.

Internally, the organization will have to define operational and technical management, with the definition of general coordination, and the communicational and symbolic management of reputation. A reputation of a brand must be defended.

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