A crisis is an unexpected turn of events usually bringing surprising results or consequences .It can be an opportunity to grow or shrink as a result of the occurrence .(Chaka 2023).
Organizations including Churches experience crises.The crisis may be the death of a founding leader , a news paper article publishing the organization in bad light , a fraud case involving a senior leader of the organization and so on.The list is endless .
Principles should be set before a crisis.Organizations must have a plan in place that if a crisis occur they would implement .
Types of crises include :
1.Reputational crisis
2.Financial crisis.
3.Technological crisis
4.A natural disaster.etc
Way before a crisis happens it is important to assign someone as a Spokesperson for the entire organization to manage information dissemination .
The Spokesperson should be someone who is a) a quick thinker .b) mature intellectually
c) Understands public relations dynamics .
d) steady or composed in his ways.
e) well versed with the current trends in media studies.
f) Have an appreciation of social media and a working knowledge of social media and its implications on organizations.
g) Have an appreciation of the legal framework in Zimbabwe.
This Spokesperson should work with a team as part of crisis management .
Now when a crisis strikes the team should take control of the communication systems of the organization and take some of the following steps :
1.Engage all the stakeholders and notify them about the crisis including the company employees.
2.Do not say “no comment ” when asked by the journalists .This is taken as an affirmation of whatever has been asked .
3.Ask the journalists to put the questions in writing and send to your email .This gives you time to process issues and do the necessary consultations.
4.Be as truthful as you can when updating stakeholders .
5.Disseminate information using different channels .Be proactive .
6.Only the spokesperson should speak on behalf of the organization during such times .
7.Where necessary seek legal advise and guidance from the organization’s legal advisor.
8. After the crisis do a post mortem of everything including how you managed the situation and ways of improving next time such a situation occurs.
In conclusion organizations need to do SWOT and PESTEL Analysis well in advance and put mechanisms in place.No planning is water tight .Things can happen which are beyond your planning .A good example is the advent of COVID 19.No one saw it coming .It was a surprise attack !.(Chaka 2023).That should not stop people from planning .
The writer Professor Elias Chakabwata is the Executive President of Impact Training Institute which runs a series of trainings to empower and capacitate organizations and individuals .He can be contacted on 0732288687.
