crisis is any event that jeopardized and or harms corporate image, reputation or financial stability

1. Defining Crisis PR
Firsan Nova
Managing Director
Nexus Risk Mitigation and Strategic Communication
PT. Denandra Stratejik

2. What is a crisis?
 Crisis is any event that jeopardizes or
harms your image, reputation, or financial
stability.
 The key here is potential impact. How
badly can you or your institution be hurt?
 The more serious the potential harm, the
greater the crisis

3. Crisis Management
 Crisis management involves identifying a crisis, planning a
response to the crisis and confronting and resolving the crisis.
 Crisis management can be applied in almost any field of
endeavor, but it is most commonly used in international relations,
political science, business and management.
 Many school districts have developed crisis response guides,
which identify potential situations such as fires and other
disasters, bomb threats, confronting unwelcome visitors, violence
(and threats there of) and the death of a student.
 In general terms, the theory of crisis management can be divided
into crisis bargaining and negotiation, crisis decision making, and
crisis dynamics.
 In a crisis, always sit down and think hard about your decision
making, and crisis dynamics.

4. In Management
 In business there are three main types of crisis :
 Financial crisis – short term liquidity or cash flow
problems; and long term bankruptcy problems. >> Enron
Corporation, Baring PLC, etc
 Public relations crisis – More commonly called “crisis
communications”, negative publicity that could adversely
affect the success of the company. >> IPDN, Maskapai
penerbangan indonesia, etc
 Strategic crisis – changes in the business environment
that call the viability of the company into question >> US in
Vietnam war & Iraq Conflict, Sony Indonesia, Matsushita,
etc

5. Defining PR Crisis
 A public relations crisis is an event, rumor, or story
that has the potential to affect your reputation,
image or credibility in a negative way.
 A significant business disruption that stimulates
extensive news media coverage. The resulting
public scrutiny will affect the organization’s normal
operations and also could have a political, legal,
financial and governmental impact on its business.
(Institute for Crisis Management)

6. Majalah Tempo: “Langit Eropa tertutup untuk
semua maskapai Penerbangan Indonesia”
 Dari Brussels, Belgia, Komisi Transportasi Uni Eropa
menyatakan bahwa pesawat kita sangat tak aman
 Langit Uni Eropa tertutup untuk semua maskapai penerbangan
Indonesia.
 Jumlah maskapai penerbangan yang di cekal di benua itu sekitar
150, dan 51 maskapai atau sepertiga diantaranya dari Indonesia
 Penilaian lembaga itu sudah terkenal kesahihannya
 FAA dan Organisasi Penerbangan Sipil Internasional juga telah
memperingatkan bahwa penerbangan sipil Indonesia tidak
memenuhi standar internasional
 Karena tak kompetitif, maskapai kita tak lagi terbang ke eropa
sejak November 2004

7. PR Crisis
 Most small businesses think that “Crisis PR” is the
concern of only Fortune 500 companies, but a crisis can
strike any organizations at any time.
 If u think that your tiny business, out of public eye, is
invulnerable to a crisis, you’re wrong. Smaller
businesses, which often rely on one or two key
customer, can lose that business at the drop of a hat.
For this seasons, you should plan for any possible crisis
that could occur.

8. Potential crisis situations
 For your business, potential crisis situations may include the following:
 Public health (for example, a toxic spill or a cancer causing
products
 Safety and security issues
 Financial and business issues
 Environmental issues
 Disasters (product tampering, service outages)
 Business practices and ethics
 Worker misconduct
 Legal issues Accident and disaster (driver accidents, crashes,
fires, building collapses)
 False advertising
 Customer complaints
 Out of stock products

9. The basic causes of a business crisis are
four in numbers:
1. Acts of God (storm, earthquakes, volcanic
action, etc).
2. Mechanical problems (ruptured pipes, metal
fatigue, etc)
3. Human resources (Human error)
4. Management decision/indecision

10. Crisis Rules
 #1 Your chief communications leader – the person
responsible for managing the chaos should it occur – the
president, agency head or nonprofit CEO must have full
confidence in your crisis abilities, and you must have
24/7 direct access to the boss.
 #2 As the chief media/PR/marketing team leader in
higher education, an independent school, government
agency, or nonprofit association, your job is to build,
strengthen, nurture, and protect the institution’s image
and reputation.
 #3 In time of crisis, you have a moral obligation to
communicate quickly and effectively with key audiences.