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A \u201ccrisis\u201d is any sudden, unplanned event that threatens a company\u2019s reputation or undermines the trust of those who do business with it. Such an event can lead to serious consequences <\/span><\/p>\n issues such as declining trust, changes in the competitive landscape, accusations by employees or others, sudden government decisions, product shortages, or any other undesirable negative outcomes.<\/span><\/p>\n Any corporate crisis must be addressed with the media, government, and customers when the situation is precarious and calls for proactive action. \u201cCrisis management\u201d <\/span><\/p>\n is an integrated, systematic process designed to control negative effects, mitigate their impact, and prevent them from affecting the company\u2019s financial position, while also building a stronger standing <\/span><\/p>\n with everyone connected to the company, including customers, investors, employees, and the community.<\/span><\/p>\n When managing any crisis, two goals must be pursued in parallel: resolving the problem and building effective communication.<\/span><\/p>\n The first goal is to identify the cause of the \u201cproblem\u201d that led to the crisis. This is usually handled by the relevant employees within the company.<\/span><\/p>\n The second goal is effective communication: providing everyone connected to the company\u2019s operations with all information related to the crisis, including the media and the parties <\/span><\/p>\n affected by the crisis, as well as the company\u2019s staff and employees. Achieving this goal requires positive collaboration with the company\u2019s \u201cPublic Relations Department\u201d and legal experts <\/span><\/p>\n to prepare appropriate statements, press releases, announcements, and reports. This is where specialized public relations agencies come in.<\/span><\/p>\n Although most crises affecting companies share characteristics worldwide, a few years ago communication channels were limited to the mainstream media, <\/span><\/p>\n However, today we face a vast and growing world of communication channels that cannot be fully controlled or directed. We now have blogs <\/span><\/p>\n and social networks that bring together large virtual communities from everywhere. In this new environment, rumors and hearsay proliferate and spread from <\/span><\/p>\n a handful of people to millions. When a company sets up channels to communicate with the public, it must not forget its internal community of <\/span><\/p>\n employees and partners, who have their own extensive virtual communities. At times, this can undermine and diminish the impact of the company\u2019s official messages to the public.<\/span><\/p>\n Crises can arise from internal causes and, at times, external ones. Some crises, such as natural disasters and rumors, cannot be avoided. That is why it is essential to always be prepared <\/span><\/p>\n for situations like these.<\/span><\/p>\n Failing to \u201cplan\u201d for these situations can cost companies dearly. For example, studies have shown that stock prices can fall by 15 percent. <\/span><\/p>\n if a company is unable to manage the crisis it is facing. Meanwhile, stock prices rise by an average of 7 percent at companies that are adept at managing<\/span><\/p>\n \u0639 \u0647\u0630\u0647 \u0627\u0644\u0645\u0648\u0627\u0642\u0641.<\/span><\/p>\n According to the American Institute for Crisis Management,<\/span>\u062a<\/span>69 percent of crises are the kind that start small and take days, weeks, or even months before they<\/span><\/p>\n get out of control and attract public attention.<\/span><\/p>\n Sometimes a \u201ccrisis\u201d is misdiagnosed or misjudged because some people think it came out of nowhere. But that isn\u2019t true. The circumstances, facts, and data<\/span><\/p>\n confirm that most crises unfold in plain sight, but take time to catch fire.<\/span><\/p>\n Although most \u201ccrises\u201d arise from simple, peripheral issues, once they develop into major crises, they share common characteristics <\/span><\/p>\n with global crisis patterns, including:<\/span><\/p>\n - Surprise and panic<\/span><\/p>\n - Misinformation<\/span><\/p>\n - An escalating sequence of events<\/span><\/p>\n -\u0641\u0642\u062f\u0627\u0646 \u0627\u0644\u0633\u064a\u0637\u0631\u0629<\/span><\/p>\n - Strong external intervention<\/span><\/p>\n - A closed mindset<\/span><\/p>\n - A focus on short-term solutions<\/span><\/p>\n .<\/p>\n \u00a0\u0648\u064a\u0645\u0643\u0646 \u062a\u0642\u0633\u064a\u0645 \u0627\u0644\u0623\u0632\u0645\u0629 \u0625\u0644\u0649 \u062b\u0644\u0627\u062b \u0645\u0631\u0627\u062d\u0644:<\/span><\/p>\n .<\/p>\n The communications plan during this phase focuses on several key areas:<\/span><\/p>\n - Identifying areas of risk and impact through risk audits, particularly those involving the brand name<\/span><\/p>\n - Guiding the crisis management team on what to do, how to communicate with the public, and what to disclose\u2014guidance that should be included in the crisis response manual<\/span><\/p>\n -\u062a\u0632\u0648\u064a\u062f \u0641\u0631\u064a\u0642 Crisis management<\/a> Providing the team with the necessary tools and skills through training courses on crisis and media management<\/span><\/p>\n .<\/p>\n Crisis response involves efforts to minimize system downtime or shut systems down, and prevent them from reaching any other internal or external parties. It <\/span><\/p>\n Successful crisis management means communicating effectively\u2014not only limiting the impact of a crisis, but also turning the outcome around to strengthen the company\u2019s positive reputation before <\/span><\/p>\n \u062a\u062a\u0637\u0648\u0631 \u0627\u0644\u0623\u0632\u0645\u0629.<\/span><\/p>\n During a crisis, almost everyone is anxious or panicking. That\u2019s why clear guidance on the best way to manage crises is essential to help the team responsible for <\/span><\/p>\n addressing the issue take the right steps. Thoughtful communication in these situations is critical. The tools used may include: <\/span><\/p>\n press releases, advertisements, promotional videos, the website, and more. It is essential to establish a robust system for monitoring the media, press,<\/span><\/p>\n \u0627\u0644\u0627\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0648\u0622\u0631\u0627\u0621 \u0627\u0644\u062c\u0645\u0647\u0648\u0631<\/a> customers, and employees.<\/span><\/p>\n1 \u2013 Preparation \/ Prevention<\/span><\/h2>\n
2 \u2013 Crisis Response \/ Containment<\/span><\/h2>\n