Today I am going to define crisis management which is very important situation of a company through a power point presentation. Today’s topic is ‘A strategic approach to crisis management in any company’. To know or to understand Crisis Management, first you need to know what is the crisis? Crisis is a specific, understanding and non-routine event or series of events that create high level of uncertainty and threat which hamper company’s business, reputation and image. There can be many kinds of crises arise in any company or organization. Here are some examples of these. Now I focus on my main topic. Crisis Management is a work method that can be used to solve the sudden problems that may arise in a company or an organisation and to compensate the company's losses due to the problem. It is also an important part of Corporate Communication. The word ‘Corporate’ refers to business related issues. So corporate communication aims at the company's work by sharing the right information with the internal public and external public of the corporate house. As a result, a good relationship developed among the members of the corporate house, which helps to advance a professional career. Here, the Crisis Management has been described by a model of Gonzalez, Herrero and Pratt. This model has been told at first, it is necessary to understand the possibility of danger before any danger comes. Then the danger can be prevented. If you take some precautions, then the problem can be prevented. Then it is said, it is very necessary to take a clear plan to get rid of the danger. At the end, it is said that keeping in mind the situation of improvement or deterioration, planning may need to be changed. I have given an example of an incident to explain the matter well. In 1993, a reputed chocolate company 'Cadbury' had faced a serious problem. Two chocolate bars were found infected with worm. At first they did not accept the complaint. All the chocolate was seized by the food department. Then they publish the whole incident through a press release and acknowledge the blame. They made an ad promo and told everyone that they had changed the packaging system. The new chocolate came in the market. They had dealt with this problem very efficiently. After solving the problem, they got the market response as before. Public relation officer, whose role is very important for performing this whole action. He plays the role of a communication medium among the members of the company. He has to make some emergency contacts. So that it is not late to solve. He may have to use personal contacts. Public relations officers use a wide range of media to build and sustain a good image for a company, organisation or brand through planned publicity campaigns and PR activity. He should have the ability for planning publicity strategies and campaigns. He writes and produces the presentations and press releases. Thank you.

1. Shrabanti Goswami
-Rabindra Bharati
University
Kolkata
West Bengal
India

2. A strategic approach to
crisis management in
any company

3. What is crisis?
Specific, unexpected and non-routine event which
create high level of uncertainty.
Element of Crisis
• A threat to the organisation.
• The element of surprise.
• A short decision time.
• A need for change.

4. 

5.  What is crisis management
1. It is a part of public relation profession.
2. It is designed to protect and defend an individual,
company or organization facing a public challenges.
 What is corporate communication
1. It is a set of activity involved in managing and
orchestrating all internal or external communication.
 Crisis management is the important part
of corporate communication
1. Public relation.
2. Emergency communication.
3. Reputation management.
4. Image building.
5. Marketing communication.

6. Understanding Crisis management model by
Gonzalez-Herrero-Pratt(1995)
Diagnose the
impending
trouble.
Choose
appropriate
turnaround
strategy
Implement
the change
process and
monitor it.
1.Successfully defusing a crisis requires an
understanding to how to handle a
problem before the occur.
2. Organization have to sort out the
turnaround measures to get rid off from
the crisis situation.
3.It is important to analyze the causes
which led to a crisis at the workplace.
Mistakes should not be incorporated a
system.
Step:1
Step:2
Step:3

7. Case Study
In 1993, two Cadbury chocolate bars were found infected
with worm in Mumbai. The Maharashtra FDA seized the
manufacturing plant.
At first they denied the allegation but after that they
launched an advertisement promo. They also did a press
conference to tell the current situation and the whole
miss up. They changed packaging of its Dairy Milk bars.
They had successfully dealt with the situation and abled to
reach their sales to the pre-crisis situation.

8. THE NECESSARY STEPS TAKEN BY A PUBLIC RELATION OFFICER TO
REMOVE THESE THREATS
1. Handle proactive Crisis
situation
More resources in the
beginning...less later
Planning for the long term
Intervening before a crisis
Allows you to “look before
you leap”
Puts you into the role of
initiator
Makes space for creativity
Outcome more predictable
2. Handle reactive Crisis Situation
• Less resources up front…more later
 Jumping from one crisis to the next
 “putting out fires”, “bop the
moles”, “keeping 100 ping-pong
balls underwater at the same
time”
 Responding to negative situations
 Makes us responders rather than
initiators
 Leaves little energy or space for
creativity
 Outcome is not predicable
 Many decisions based on emotions
rather than reason

9. THANK YOU