Communicating in a Crisis— Choosing the Right Vehicle

Abstract

Awareness of the potential for industrial crises has risen, as the public's attention is increasingly directed at crisis situations. The ability to communicate effectively in a crisis is essential for organizations. A firm's credibility may be enhanced or dam aged depending on the perceptions created as a result of communications. The variety of crises and communication responses permits an examination of factors that need to be considered in choosing the most appropriate communications vehi cle in a crisis situation. These vehicles will be examined in light of key factors that include, the scope of the crisis, the audience to be reached, the content of messages (OA&A, 1984), its sensitivity, and the urgency in divulging information. Information technology can provide companies with a strategic competitive edge, and act as both an offensive and defensive weapon in anticipating, preventing, reacting to, and recovering from crises.