Crisis management is the response plan or process an organization uses in response to a sudden event that threatens the organization’s reputation, people, or business. A crisis can be anything from a cyber attack, workplace injury, financial scandal, or, with the recent growth of social media, a social media backlash. The goal of crisis management is as simple as it can be, minimize the damage and recover as swiftly as possible.

Quick Fact: According to PwC’s 2021 Global Crisis Survey, 95% of business leaders stated their crisis management plans allowed their organization to survive a crisis.

Pro Tip: Don’t wait for a crisis to happen. Develop a crisis management plan early, practice it frequently, and review it when things change in your organization.

The four stages of crisis management

Most organizations will respond to a crisis using four basic stages of crisis management. Think of these as tools to remain calm and focused when everything hits the fan.

1. Preparation and prevention

This stage will require a lot of forward thinking. Organizations should identify possible risks that exist both internally and externally to the organization.

• Conduct a risk assessment (What could go wrong?)
• Develop a crisis response plan
• Conduct mock exercises and simulations

Did you know?  FEMA states that 40% of small organizations will never reopen after a disaster. Preparation can mean the difference between surviving and closing

2. Crisis Identification and Assessment

The goal of this step is to identify a crisis early. The sooner you identify a problem, the easier it is to minimize damage. 

• Monitor mentions of your brand on social media and news sites
• Keep track of information technology systems and operations
• Quickly assess how this issue could impact your office, employees, and clients

3. Crisis Response

Now the plan must be put into action. The goal of this phase is to respond to the crisis. 

• Clearly communicate to employees, clients, and the public.
• When appropriate, take full accountability for the actions of your office.
• Provide solutions, progress reports, and compensation as required. 

Pro Tip: Always have a trained spokesperson on standby. One well-placed incorrect statement can create more issues than any crisis at hand.

4. Recovery and Learning

Once the crisis you can begin to rebuild. This is the time to learn from the event and amend your processes to ensure the crisis does not occur again.

• Assess what you did right and wrong
• Amend your crisis plan to include your new knowledge
• To rebuild trust with staff and clients, be open and honest with them. 

Stat to Know: Businesses that recover well from a crisis can come out, sometimes, in an even stronger position than before, almost 69% of businesses surveyed by Deloitte reported enhancing their operations after a crisis.

The Role of a Crisis Manager

As a result, many corporate offices now employ a Crisis Manager – a professional specifically trained to lead companies during an unforeseen emergency. 

What Does A Crisis Manager Do? 

• Identify risks before they escalate into crises 
• Build & modify a crisis plan 
• Lead the crisis response team during emergencies 
• Manage the communication with stakeholders 

Key Skills 

• Rapid decision making
• Leadership
• Stress management
• Communication

Even if you don’t have a crisis manager come in and train a few employees to be your crisis leaders please. 

Crisis Communication: Why is it important? 

A crisis becomes critical when the public recognizes it. If you cannot manage the communication of a crisis, things can escalate quickly and worsen the situation. 

Guidelines for crisis communication:

• Be fast: Make a statement as quickly as possible
• Be honest: Do not cover up blunders
• Be clear: Develop a clear message that is easily remembered 
• Be authentic: Be invested in concern for those affected 

Great examples of crisis communication 

KFC (2018): When chicken ran out of UK stores, I think they should have just owned up right away! They gained customer appreciation with their honest apology with a clear message. 

Samsung (2016): With the Galaxy Note 7 phones starting to flame out, Samsung came out as quickly as possible to own the crisis. Activating an independent forensic investigation, they provided clear messaging on updates.

Real-Life Case Studies: Success and Failure

Failure: Facebook & Cambridge Analytica(2018)

Facebook’s failure to act quickly enough when a data crisis broke out was a major factor that undermined trust and led to the millions of users.

Success: Odwalla Juice (1990s)

Odwalla Juice experienced an E. coli outbreak that was traced back to their juice. They admitted culpability and took remedial action, and designed new processes in how they produced their product. Odwalla’s swift action demonstrates the importance of trust.

Crisis Management Tools for Corporate Offices

Fortunately, new technology can streamline the process of crisis management. Helpful tools:

• Monitoring software that allows for timely updates and immediate recognition of risk.
• Internal communication platforms like Slack or Teams
• Project management tools that allow for quick collaboration.

Pro Tip: Look into tools that allow for red flag spotting early in the process of problem, reaction, and damage. It’s cheaper to prevent than to mitigate.

Desert Hawks: Your Crisis Ready Security Partner

At Desert Hawks we know how fragile the corporate office can be during a crisis. Data breaches, workplace deficiencies, even minor safety threats can are the building blocks to major crisis management.    

We can help complete superbly trained security guards in Pakistan are well-prepared for emergencies with serious control. We will provide:

• Risk assessment for your office
• Emergency response help
• Staff security training
• 24/7 monitoring and crisis management

Corporate offices will benefit from being partnered with Desert Hawks in reducing risk, getting a head start on responding, and protecting people and reputation.

Final Thoughts: Coming Out Stronger

Crisis management isn’t only about “getting through the storm.” It’s about learning from the experience so that you can build a better business for the future. Keep in mind: 

• Prepare before the crisis occurs 
• Respond quickly and honestly 
• Recover with lessons learned 

Paul Graham said: “When a crisis comes, don’t think about how long it takes to get through it. Think of how you can come out on the other side better than before.”

At the end of the day, a crisis can either break an office or make it stronger. With the right plan, the right team like “Desert Hawks”, and the right mindset, you will always be ready for what’s next.