Sesi 4 kiat menghadapi krisis pr
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KIAT MENGHADAPI KRISISFirsan Nova
Managing Director Nexus Risk Mitigation and Strategic Communication
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Krisis yang dihadapi perusahaan
1. Pencemaran lingkungan oleh pabrik.2. Unjuk rasa oleh pekerja.3. Produk yang tidak bisa dipasarkan. 4. Masalah kericuhan dengan pemerintah
dalam hal peraturan yang berkaitan dengan izin usaha.
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Krisis akan menimbulkan hal-hal seperti berikut:
1. Intensitas permasalahan akan bertambah.2. Masalah akan dibawah sorotan publik baik melalui
media masa, atau informasi dari mulut kemulut.3. Masalah akan menganggu kelancaran bisnis
sehari-hari.4. Masalah menganggu nama baik perusahaan.5. Masalah dapat merusak sistim kerja dan
menggoncangkan perusahaan secara keseluruhan.
6. Masalah yang dihadapi disamping membuat perusahaan menjadi panik, juga tidak jarang membuat masyarakat menjadi panik.
7. Masalah akan membuat pemerintah ikut melakukan intervensi.
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Types of Crises According to the Cause of Their Existence
1. Natural Disaster Crisis2. Industrial Accidents Crisis3. Product Failure Crisis4. Public Perception Crisis5. Industrial relations Crisis6. Business Management Crisis7. Criminal Events Crisis8. Management Turnover Crisis9. Hostile Takeover Crisis
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Level perkembangan krisis
Suatu krisis menurut pendapat Steven Fink (1986) dapat dikategorikan kedalam empat level perkembangan, yakni :
1. Masa prekrisis (predromal crisis stage)2. Masa krisis akut (acute crisis stage)3. Masa krisis kronis (chronic crisis stage)4. Masa resolusi krisis (crisis resolution
stage)
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The five stages of a crisis life cycle are:
1. Pre-Crisis Stage2. Warning3. Acute Crisis4. Clean-Up5. Post-Crisis
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How to manage a crisis properly?1. The corporation in crisis should be prompt,
addressing the public immediately following the discovery of the crisis
2. The corporation in question should maintain honesty because the public is more willing to forgive an honest mistake than a calculated lie.
3. It is important to be informative because the media as well as the public will create their own rumors if no information given to them.
4. It is important to be concerned and show the public you care, because people will be more forgiving if it is clear that the corporation cares about the victims of the crisis.
5. Maintain two-way relationship. Corporation can learn a lot about the status of public opinion.
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Six types of responses the crisis
1. Corporations can attack the accuser attempting to eliminate the attacker’s credibility.
2. Corporation can use denial claiming that no crisis exists. (menolak bahwa ada krisis yg terjadi)
3. The third response is justification where the corporation claims no serious damage was done or that the victim was at fault.
4. The corporation can use ingratiation to appease the publics, such as giving away coupons.
5. Corporation can use corrective action to right their wrongs.
6. Corporation can give a full apology asking for forgiveness for their mistake
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Kiat menghadapi krisis
Upaya prefentif Menumbuhkan kepercayaan masyarakat pada
perusahaan Membina hubungan yang baik dengan aparat
pemerintah. Satu bagian penting dari benteng pertahanan di dalam
menghadapi krisis adalah lini terbawah mata rantai pemasaran.
Usaha preventif yang lain adalah menyiapkan ‘program manajemen krisis
Upaya Kuratif Mengidentifikasi Krisis. Mengisolasi krisis. Menangani krisis.
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Building Internal CommunicationsConsidering the wide range of crisis situations that
may occur in an organization, there consequently needs to be separate responses from different groups of people. These groups are primarily:
1. The operational people, who are responsible for keeping the disruption under control.
2. The top management people, who are responsible for allocating resources and for making critical decisions needed to resolve the situation.
3. The communications people, who are responsible for making sure that those who need to know are informed initially and are kept informed until the crisis is resolved.
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‘Crisis Impact Values
1. Adakah kemungkinan krisis akan berkembang semakin serius bila tidak diambil tindakan apa-apa? Berapa besar kemungkinan di atas terjadi ?
2. Apakah krisis akan menarik pihak luar (seperti media-massa, perubahan lain yang merupakan saingan, atau pemerintah) yang justru merugikan perusahaan? Berapa besar kemungkinan diatas terjadi ?
3. Apakah krisis akan menganggu kegiatan perusahaan secara serius? Berapa besar kemungkinan diatas terjadi ?
4. Apakah keadaaan akan membuat masyarakat kehilangan kepercayaan terhadap perusahaan? Berapa besar kemungkin diatas terjadi ?
5. Apakah keadaan akan merusak sendi-sendi perusahaan? (tidak hanya dalam artian keuangan, tetapi juga menurunnya semangat kerja karyawan). Berapa besar kemungkinan diatas terjadi ?