Levels of Communication During a Crisis

In Crisis Management last class we learned about three levels of communication when dealing with a crisis. The first is denial posture. This is when a company attacks the accuser, denies, or uses a scapegoat to get out of a crisis. Universal Music would use this tactic if they are less involved in a crisis. As an example, Universal Music Group’s has a partnership with Bally Total Fitness. If Bally Total Fitness were to under-go a crisis such as being accused overcharging it’s users for music, which is sponsored from UMG, Universal Music Group can deny having any knowledge of this action and avoid being a main target in the crisis.

A second level of communication during a crisis is the diminishing posture. This is when a company makes excuses or try’s to justify an action. This communication tactic takes place when a company is more directly involved in a crisis. As an example, if Universal Music Group served meat in their cafeteria and it got many of their employees sick, this would lead to an internal crisis. UMG would then use the diminishing posture and instead of taking responsibility blame the distribution company who their received their meat from. It is not UMG’s fault that a company they have always used to provide their cafeteria food all of a sudden supplied unsafe food products.

The third and final level of communication is the rebuilding posture. This is when a company is highly involved in a crisis and they need to compensate or apologize for an incident which took place. As an example, if one of UMG’s artists were to lash out against a certain religion on national television this would place the artist as well as UMG in a bad light and enter crisis management mode. UMG as well as the artist would have to begin to rebuild relationships by issuing a public apology for the artist’s actions. Compensation may also take place as UMG can offer free CDs and merchandise to keep their main publics at ease of the crisis.

It is important to keep positive and strong relationships with the media so when a crisis hits they will help you get out a desired message to help you get through your crisis. It is also important to train a spokesperson so they know how to address the media during a crisis. One of the worst things a spokesperson can say to the media is “no comment.” This shows lack of knowledge of the situation and makes the media, as well as your publics, think you are hiding or unable to handle the situation. Your spokesperson should be aware of every comment and concern the media has to say about your organization. It is smart to have employees monitor the internet to stay on top of the gossip. The internet is an open airway for anyone and everyone to speak their mind. A spokesperson should be aware of everything being said to be prepared for the worst when addressing the media.

After the crisis is handled an evaluation of the crisis should take place to help the company learn from their mistakes and be prepared for if this crisis should ever happen again.