KOMUNIKASI KRISIS-Kuliah Komunikasi-Public relations- Prof RK-Rachmat Kriyantono

Introduction to Crisis Communication

Overview of the Course

• The speaker expresses gratitude and introduces the topic of crisis communication within the context of public relations.

• Reference is made to a book titled "Public Relations, Issue and Crisis Management," which serves as a foundational text for the discussion.

• The book is noted as the second edition and unique in its focus on critical ethnography in public relations.

Importance of Prayer

• A call for prayer is made, emphasizing the importance of seeking divine assistance in learning and acquiring knowledge.

Understanding Crisis Communication

Distinction Between Risk and Crisis Communication

• The speaker highlights a crucial difference between risk communication (preventive measures before crises occur) and crisis communication (responses during crises).

• Risk communication aims to manage potential risks to prevent escalation into crises, while crisis communication involves addressing situations that are already unfolding.

Definition of Crisis Communication

• According to Combs (2010, 2015), crisis communication encompasses collecting, processing, and disseminating information necessary for managing a crisis situation.

The Role of Perception in Crises

Essence of Communication in Crisis Management

• Effective communication is identified as central to successful crisis management; it shapes perceptions that can either mitigate or exacerbate crises.

• Crises are not solely defined by events but by public perceptions influenced through communication strategies.

Impact of Information Flow

• Insufficient or excessive information can lead to misunderstandings or rumors; thus, balanced communication is essential.

Informal vs. Formal Communication Systems

Consequences of Poor Communication

• Lack of formal channels leads people to seek informal sources for information, which may be unreliable and contribute to misinformation during crises.

Strategic Positioning in Crisis Communication

Ongoing Dialogue with Stakeholders

• Fern Banks' definition emphasizes that effective crisis communication involves continuous dialogue with stakeholders before, during, and after a crisis.

Principles Underpinning Effective Crisis Management

Transparency as a Core Principle

• Open access to information about crises aligns with fundamental principles of public relations—truthfulness and transparency are paramount.

Historical Context

• Grunig & Hunt's principle from 1984 stresses that the public must be informed about crises rather than left uninformed or ignored.

Key Strategies for Managing Crises

Immediate Action Required

• Emphasis on initiating communications promptly: "Begin it at once" while maintaining honesty throughout interactions with all audiences.

Team Structure for Crisis Management

• Establishing an integrated crisis communication team is vital; this team should include diverse expertise including external consultants when necessary.

• Clear job descriptions within this team enhance effectiveness during a crisis response.

Developing Flexible Response Plans

Adaptability in Planning

• A general guideline for crisis communications should exist but remain adaptable based on specific circumstances encountered during different crises.

Crisis Communication Strategies

Importance of Immediate Media Contact

• After establishing a crisis communication team, the next step is to contact media outlets immediately to provide initial information. This helps mitigate confusion and uncertainty during a crisis.

• The media serves as a reliable source of information, especially when it comes from top management, ensuring credibility in the messages conveyed.

Principles of Crisis Communication

• According to Register and Largin (2008), communication should begin at once from the top of the organization to ensure clarity and authority in messaging.

• The goal is to prevent speculation, rumors, and hoaxes by providing sufficient and trustworthy information early on. Unchecked speculation can lead to persistent negative narratives that may be perceived as truth.

Gathering Accurate Information

• Key questions during a crisis include identifying the cause, responsibility, impact on victims, and actions taken by the organization.

• PR practitioners must gather accurate data and facts about the situation before communicating with media outlets.

Reducing Public Panic

• Clear communication is essential to reduce public panic. Lack of clear information can lead to confusion and anxiety among stakeholders.

• Miscommunication must be avoided; timely dissemination of accurate facts is crucial for maintaining public trust.

Case Study: Sago Mine Incident

• In 2005, Sago Mine experienced a crisis due to an explosion resulting in 12 fatalities. Initial reports incorrectly stated that 12 miners were safe.

• The misinformation caused temporary relief followed by profound sadness when the true death toll was revealed just three hours later.

Consequences of Misinformation

• The incorrect information stemmed from unverified communications among staff using outdated methods like hand-held radios (HT).

• Distorted messages circulated without proper checks led to misperceptions among families waiting for news about their loved ones.

Regular Updates Through Press Conferences

• Conducting regular press conferences is vital for providing accurate updates and countering negative publicity effectively.

• Michael Blank's statement emphasizes that publicity often overshadows actual damage caused by incidents; thus managing perceptions through consistent updates is critical.

Managing Negative Information

• Organizations should not hide negative information but communicate it transparently while managing how it's presented.

• Effective public speaking skills are necessary for PR practitioners when conveying potentially damaging news without harming organizational reputation.

Handling Media Scrutiny During Crises

• During crises, organizations face intense media scrutiny; therefore, careful communication is essential to avoid errors or misleading statements.

• If valid facts are not available yet due to ongoing investigations, issuing holding statements can help manage expectations until more detailed information can be provided.

Holding Statement Example in Crisis Communication

Importance of Initial Response

• The speaker discusses a holding statement regarding an accident, emphasizing the need for ongoing investigation before releasing detailed information.

• Expresses concern for the victims and highlights the organization's commitment to prioritizing their safety and well-being.

Strategies for Crisis Communication

• Introduces crisis communication strategy number six: ensuring that the organization focuses on passenger safety first.

• Discusses strategy seven, which involves reputation management by countering public speculation and criticism through clear communication.

One Gate System of Communication

Unified Messaging

• Stresses the importance of a "one gate system" where all official communications come from a designated public relations team to avoid mixed messages.

Empathy in Communication

• Highlights the ninth strategy: empathetic communication, urging representatives to express empathy without naming victims until families are contacted.

• Emphasizes conveying condolences and support, even if the crisis is not directly caused by organizational fault.

Utilizing Multiple Communication Channels

Diverse Outreach Methods

• Advocates for using various channels to communicate with affected parties, including face-to-face interactions and media outreach.

Legal Considerations in Crisis Management

• Notes that while legal advice is important during crises, it should not overshadow effective communication strategies aimed at informing the public.

Consequences of Poor Crisis Communication

Case Study Insights

• References research on Bow Water Incorporated's crisis management failures due to lack of planning and ineffective internal communication leading to loss of credibility.

Key Takeaways from Failures

• Highlights how failing to provide timely information can exacerbate crises, stressing that human-focused messaging is crucial during such events.

Conclusion and Further Reading

Final Thoughts on Crisis Management

• Encourages further exploration into critical public relations approaches through recommended readings on crisis management.