Analysis of Crisis Response Strategies - Case Study Example

Making Decisions Name: Professor: College: Course: Date: Introduction Crisis response strategies embody the real action a firm applies in dealing with the crisis issues. Once a disaster has occurred, and the organization has to give the right communication in both verbal and nonverbal aspects (ZEY, 1992, p.7). The verbal communication involves the use of words whereas the use of nonverbal communication entails the use of action. Crisis response strategies apply the method of communication in an effort to maintain the proper reputation of the organization from the abuse of public. As a managing director the first step I will organize the response team to prevent further spread of the onsite spillage to unaffected areas and persons. For instance, I will ensure that the injured persons get proper medication (Decrop, 2006, p.13). Moreover, the crisis team must gather relevant information that contributed to the damage of the onsite storage tank. With the pertinent information the, the local community should be informed of the catastrophe and the appropriate measures towards the recovery of the lost glory of the city. The first strategy that I will settle on is diminishment strategy. I will use this so as to limit the attributions of the Small Chemical Company control. However, if the company can take full responsibility for the crisis effects, then its reputation can be destroyed following that there had been the first incident that affected the local public. The quick response should follow; I will try as much as possible to diminish the Small Chemical Company’s responsibility for the crisis. I will repudiate the intention to cause harm to the employees. Moreover, I will make it clear through communication and action that it was never the company’s intention to affect the water body that has resulted in the death of fish stocks (KÖKSALAN, WALLENIUS & ZIONTS, 2011, p.97). In addition, I will make it clear to the public that the damage to an onsite storage tank was accidental and that it was not within the reach of the small chemical company to prevent the damage. Moreover as a manager I will justify that the perceived damages are not as much as the external stakeholders may take it to be. Furthermore, I will state that the three employees who were victims of the disaster in the process of tank damage were standing next to the reservoir when the accident took place. In the case of the spillage in the river and the death of the fish, I will clarify it is not as dangerous as it appeared to be and that only a few fish died. However, but the investigation is still underway (COOMBS & HOLLADAY, 2012, p.33). As much as I will want to make justification, I will ensure that the Small Chemical Company gives compensation to the victims. The compensation can be done by providing money and gifts. Further to these, as a manager I will assure Salmon and other members of the local community that we will organize for the cleanup of River Ure. The idea is to maintain the safety water used by the local people. Besides justification, on behalf of the Small Chemical Company I will give a partial apology and ask for forgiveness for all the affected persons. In the apology, I will show the regret and an expression of concern. On the other hand, I will not forget reminding the public the benefits of the Small Chemical Company. For instance, the company has help to reduce the level of unemployment in the community since the company has employed 1250 people from the society. Moreover another strategy I will use is the victim response plan. In this approach as a manager, I will bring out my company as also a victim of the crisis. For instance, I will show a great loss to the company as it has lost some of its staff. To add on top, as a manager I will use strengthening strategy as an additional to the response I had prior made. The strengthening policy will act as a motivational factor in the crisis that has occurred. Furthermore, enhancing strategy can be used to supplement other plans like the diminishment. It will help motivate other employees and the members of the community that the Small Chemical Company is going to make necessary corrections. Justifying the strategy I have taken Taking responsibility at the time of crisis is what most of the companies avoid because it is a threat to the reputation. In cases whereby the company is held responsible for the damages by the external stakeholders, it is most likely to lead to reputational damage. I have decided to use diminishment as one of my response strategies following the prior incident that faced the Small Chemical Company (HARDMAN, 2009, p.27). The incidence was the Formaldehyde leak from an on-site storage tank storage bund. Therefore, the diminishment strategy was in a way to build the reputation of the company. Therefore, for the business to come out clean and maintain its continued existence it has to retain its status. Credibility of the enterprise that entails trustworthiness is imperative in an organization since it will show the concern towards the stakeholders. With the credibility, the chemical company will maintain its control when during the crisis. However, the above strategy acknowledges the plight of the injured employees, and they get the priority within the organization. Furthermore, the issue of diminishing is only meant to adjust the information and what the public perceive the crisis to be. The reputation is an essential for the wellbeing of the company. Apart from the diminishment strategy I have also employed the use of rebuilding plan. The above strategy I have settled on is because of the first incident when the tank broke. Taking full responsibility arising from the damages for the crisis will mean a total rapture of the reputation of Small Chemical Company. Furthermore, the rebuilding strategy is. The redevelopment plan will help to rebuild the reputation of the Small Chemical Company. In addressing the crisis issue, me as a manager I will give words through my spokesman and take necessary actions towards the benefit of the ordinary people and rebuilding the adverse effect of the public (HAYES, BATTLES & HILTON-MORROW, 2013, p.46). The media I will use to convey the message Communication is paramount at the time of crisis so as to portray distinctive challenges during the date of response. The team dealing with the crisis should gather all relevant information related to the crisis and present them to the public (Johnson 2007, 98). Moreover, Small Chemical Company must ensure that the manager informed about the crisis so that he can address and give the progress the company made towards the recovery of the damages. One of the media that I can use to convey the message is addressing the press conference. Once the crisis has occurred, the spokesman of the company gathers the right information related to the cause of damage to the storage tank leading to leakage (JOHNSON, 2007, p.53). The communication by the business will indicate the impression that the company has shown towards the crisis. However, the communication should be done quickly with consistency and openness. As the manager, I will clearly look at the message that I presented it to the meeting to ensure that it agrees with the situation on the ground. The message should include the knowledge that gets in the ears of people without any manipulation. With my managerial role, I will ensure that all the employees have been briefed on the crisis, doing that will help curb any controversial information that can emanate from the employees. Moreover, the communication should be done as quickly as possible (Griese, 2002, p.124). The speed of communication intensifies with the advancement in technology; therefore once the press briefing is done it can go through the internet. The speed will help reduce the tension in time crisis. However, quick response does not mean making mistake therefore in passing the message to a company we ensure that the benefit of quick reply outweighs the risk that may accrue from that point forward. Furthermore, as much as the original information may not be accurate my company the information given to the stakeholders is close to the truth (Bell, 1988, p.87). However they are at times can be changes due to the level of intensity of the crisis, further communication should be made to the press as they can keep the public informed of the changes accruing. A quick response will help the participants to receive the accurate information in time, and they will be able to determine the company’s side of the story concerning the mentioned crisis. Consequently, the industrial customers supplied can know their fate in the future supplies as they will know the take of the state regarding the crisis. As much as the quick response will ascertain my company’s credibility build up, there at times where I can avoid such response. For example, when the Small Chemical Company cannot get enough information related to the spillage and the death of fish stock. In this case, I will not shy away from appearing before the press briefing with an incomplete story about the damages that occurred. Furthermore, I can tell the press to give me more time to collect enough information and give it at a future date. Elsewhere the message given to the press has to show some consistencies. To prevent inconsistency, I will ensure as a manager that there is the formal spokesperson for the company pertaining to the crisis. The spokesperson can be one of the employees who understand the structure and the operation of the plant that has caused the crisis. The spokesperson shall be well prepared to ensure consistency in the response that he or she gives the press for publication. Moreover, the other members of the staff will also get a glimpse of the document that accompanies the spokesperson to the press briefings. On the other hand for the three injured employee, I will ensure that I do defuse session with absolute urgency it deserves so as to help soothe the families of the victim and even other employees. I can promise compensation and medication to these injured persons, but it does not mean that the company is liable to the cause of injuries to the victims. Additionally the victim response strategy I have applied will ensure that the little attribution of the responsibility to the Small Chemical Company. However, the crises in the case are taken to have been out of the reach of the company. However, the internet is also another media I can use in relaying the information to the public. Internet is reliable in situations where there is fear of pressure from the press. Furthermore, it is also a very serene environment for making necessary additional of information. Additionally a case whereby the media may want to lure the company to give in and accept to take the full responsibility for the damages that accrued as a result of the tank damages (ZIMMERMANN, 1987, p.39). Conclusion The movements in trying to respond to the crisis that is having connection to the information that accrues to the cause of the crisis. It is especially important when giving information to the press conference. Moreover, the knowledge collected is also important especially at the time when the necessary actions are prudent. The main aim of any company on the date of the crisis is to return the business to its original position. However, the communication is imperative in reducing the time span in which the crisis rest upon the people. Communication follows a step of immediate response, building the reputation and readiness to do follow up so as to make necessary response and corrections. Furthermore, the initial response is important because it shows that the organization is ready to take control over and expressing compassion for the victims (Zimmermann 1987, 76). However taking quick control at the time of the crisis reduces the rumors and faulty information that the media houses and other stakeholders may give out of their findings and. In addition the response must be done as quickly as possible with a lot of consistencies; at the same time the company should continue to be uncluttered in communication with the stakeholders. On the other hand, the response strategy used by the company in combating the crisis solely depends on the type of the crisis. Therefore, the crisis team should choose the appropriate response in line with a crisis at hand. The business, therefore, should have a plan that allows the company to respond appropriately to any arising problem in the future. Bibliography BELL, D. E., RAIFFA, H., & TVERSKY, A. (1988). Decision making: descriptive, normative, and prescriptive interactions. Cambridge, Cambridge University Press. COOMBS, W. T., & HOLLADAY, S. J. (2012). The handbook of crisis communication. 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