BALI, PRINDONESIA.CO – Marianne Admardatine, CEO of Wunderman Thompson, said that in theory commonly studied, crises are classified into seven categories, such as technology crisis, financial crisis, natural crisis, crisis of malice, crisis of deception, crisis of organizational misdeeds, and workplace violence. Today, four additional categories appear, namely hoax, radicalism, religious exclusion, and mislead social behavior.
According to a research presented by Marianne, 80 percent of crisis is caused by public opinion, while 69 percent of crisis comes from small things that were not handled until they accumulate into large ones. From this data, it can be concluded that there are always signal of crisis. “PR practitioners need to be diligent in observing and being a good listener in order to detect crisis symptoms early. Because, crisis is an escalation product and needs to be identified early,” she said in Bali on Wednesday (30/10/2019).
Therefore, it’s important for institutions/corporations to have crisis management system that consist of crisis communication guidelines and crisis mitigation. There are 4R in crisis management, namely readiness, radar, response, and recovery. As the name implies, readiness prepares institutions/corporations in facing crises, starting from forming a special crisis management team which includes crisis advisor and social media expert. The specialties of the crisis advisor needed are media relations specialist, operations liaison, spokes-person, legal team, and PR specialist. Meanwhile, the specialties of the social media expert team include social strategist, social media/community manager, social analyst, search specialist, and content producer.
Then continue to the second R, radar. It starts from creating a Response Management SOP and Crisis, initiated by monitoring and message evaluation. Monitoring is done by monitoring tweets, videos, photos, forums, and blog posts related to the company and the trend that is related to the brand. Then, evaluate messages to determine the priority scale. “There are two key factors to detect the level of message urgency. First, relevance, tone, volume, and the speed of the message circulation. Second, how big the influence of the party who delivers the message,” Marianne said.
Third, response. Response scenarios for each level of message urgency must be prepared from the start. Don’t wait for crisis. Starting from the green code (the message contains a low threat and uploaded by a less influential party). If the threat accompanied by data, immediately give response on social media and official website of the company. Perform routine monitoring of the issue.
Yellow code (the message is quite threatening and delivered by a more influential party). Complete all steps needed for the green code first. After that, perform monitoring and reporting twice a day. Make an official clarification on various social media and company’s official website. Warn and prepare responses for the employees, stakeholders, and partners so that they are ready at any time if involved.
Red code (highly threatening issue, delivered by an influential individual/organization). Complete all actions needed for green code and yellow code as soon as possible. Make sure there is a synergy between call centers, spokesperson, and operational. Develop response tactics ranging from responses on social media, marketing through search engine, collaborating with conventional media, upload information routinely through company’s official website. “All responses issued, especially in times of crisis require speed, credible resources, and high control,” Marianne said.
Last, recovery. Recover the reputation by making reputation builder analysis. Conduct strategy audit and social media tactics. Create a reputation growth plan and protection, build an effective narrative structure and content strategy. Finally, activate the plans and immediately restore the image of the institution/company. “This crisis communication guideline needs to be arranged in order. If possible, create a crisis management application, Marianne concluded. (den)