All companies or organizations are exposed to difficult situations, derived from internal and/or external factors, which may end up becoming a crisis. A correct diagnosis and management of these events will contribute to minimizing their negative impact. Underestimation or overestimation can worsen the potential consequences.
From our point of view, it is a process characterized by a high level of uncertainty, which jeopardizes the structure, activity and procedures of some or all areas of an institution, entity, organization, etc., as well as directly or indirectly to its members, affiliates, etc.
It is essential for organizations to anticipate such scenarios and have a communication plan for this purpose, which establishes the criteria that must be followed; the channels through which you will communicate; the actors that will intervene; and other elements considered pertinent for the “solution” of the critical event.
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Its advantages are clear. Even when it is not possible to determine when, where and how a crisis will affect an organization, having a communication plan for these cases allows you to control how you react to events, reduce surprises and obtain greater security.
Businesses and crisis communication
That being said, it is also important that the plan has enough flexibility to adapt to the volatility characteristic of a critical event. A structure that is too rigid may be insufficient. The absence of a plan means the impossibility of giving an answer.
What do we look for with communication in crisis contexts? provide certainty to this uncertain context, in order to be able to minimize and/or redirect the consequences of said critical process and proceed to its closure.
For this, it is essential that the communication gather or take into account the following elements:
• Certainty
• Coordination
• Control
• Transparency
• Empathy
• Response speed
In short, the before, during and after a crisis must be considered.
Examine weak points; know the environment; establish criteria on what is understood by crisis and rank them; form a response team and train it; monitor development; analyze the results and update response plan or protocol These are some of the issues that must be included in the strategic communication of any organization regardless of its size or activity.
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