1
Media Training|
Crisis Communication
Trainer: Aya Bach, Esther Körfgen
What is a Crisis? 2
Originates from the greek word
krísis
Meaning ‘decision’, from krinein: ‘decide’.
The general sense ‘decisive point’
dates from the early 17th century.
Types of Crises 3
Eruptive
Crises that are unpredictable (e.g. plane crashes, natural
disasters)
Creeping
Crises that unfold slowly (e.g. due to bad political /
business decisions, illegal actions, fraud)
Periodic
Crises that occur again and again at certain intervals (e.g.
floods, locust plagues)
Characteristics of a Crisis 4
Exceptional situation, Unplanned, unwanted,
enormous public often unexpected
interest
Bad handling can
damage the image
of the organisation
concerned
Dynamic, Extent and consequences
hardly controllable difficult to assess
Crisis management 5
Defensive crisis communication Proactive crisis communication
➢Publish information sparingly ➢Quick reaction
➢Ignore questions and rumours ➢Open, direct, clear und unambiguous
information
➢Admit only what can no longer be denied
➢Knock the bottom out of all speculation
➢„Salami tactics“ – policy of small steps
Gain: Generate trust,
Problem: Loss of control,
possibly save or even
possibly massive blow to
improve the
the organization‘s image
organization‘s image
7 Golden Rules of Crisis communication 6
1. Proactive instead of defensive communication
2. Act immediately instead of dragging out
3. Take on the responsibility instead of playing down
the problem
4. Truth instead of concealment or lies
5. Humility instead of arrogance
6. Sympathy instead of ignorance
7. Authenticity instead of superficiality
What matters most… 7
ATTITUDE
IS
EVERYTHING
Always the truth… 8
Mahatma Gandhi:
„Truth never damages a cause
that is just.“
However:
You do not have to communicate
all the utmost details.
But everything you communicate
must be true
Communication Consultancy &
Media training
Kurt-Schumacher-Str. 3
53113 Bonn
T +49.228.429-3505
aya.bach@dw.com
