Crisis Communication and Its Role in Your Organization
Crisis communication has become a vital element in addressing various challenges, from natural disasters to corporate scandals. As a part of public relations, this approach continues to evolve, supported by theories and real-world experiences from cases worldwide, including Indonesia. From the Tylenol scandal to the Ministry of Tourism and Creative Economy’s strategies during the pandemic, each example provides valuable lessons on the importance of transparency, swift response, and empathy in building public trust.
Crisis communication began to be recognized as a specialized discipline in the second half of the 20th century. Initially, it was developed to address public relations challenges arising from conflicts, natural disasters, or corporate scandals. Major advancements occurred during the 1980s, with crises like the Tylenol scandal (1982) serving as one of the earliest case studies demonstrating the importance of communication management during emergencies.
As a part of public relations, crisis communication has grown with the support of communication theories such as the Situational Crisis Communication Theory (SCCT) developed by Coombs (2007). SCCT provides a framework for determining communication strategies based on the type of crisis faced.
One key figure in the development of crisis communication is Timothy Coombs, an academic renowned for his SCCT theory. Coombs offers systematic guidance on how organizations should respond to crises based on public perceptions of their responsibility in the situation.
Another influential figure is Edward Bernays, often referred to as the “Father of Public Relations.” Although his primary focus was on PR in general, his ideas on managing public perception significantly impacted crisis communication.
Best Practices in Crisis Communication Worldwide
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Tylenol Case (1982, United States):
Johnson & Johnson faced a major crisis when their Tylenol product was contaminated with cyanide, resulting in several consumer deaths. The company immediately recalled all products from the market, prioritized public safety, and openly provided information to the media. This became a classic case study on how transparency and swift action can restore reputation. -
BP Oil Spill (2010, United States):
British Petroleum (BP) faced severe criticism for its slow response to the oil spill in the Gulf of Mexico. While their initial response was lacking, BP later emphasized public apologies, transparent information sharing, and allocating substantial funds for environmental recovery.
Best Practices in Crisis Communication in Indonesia
- Lion Air JT610 Case (2018):
Following the crash of Lion Air JT610, the company faced significant challenges in conveying information to the public and victims’ families. Important steps such as regular press conferences, collaboration with relevant authorities, and setting up information centers highlighted the importance of proactive communication, despite room for improvement. -
Grab’s COVID-19 Response (2020):
During the COVID-19 pandemic, Grab effectively implemented crisis communication by providing regular updates to drivers and consumers through the app, social media, and press releases. Transparency about health protocols and support for partners became an example of successful crisis management. -
Ministry of Tourism and Creative Economy (Kemenparekraf RI) During the COVID-19 Pandemic (2020-2022):
Kemenparekraf applied crisis communication strategies to mitigate the impact of COVID-19 on the tourism and creative economy sectors. Measures included transparent communication of government policies, CHSE protocol campaigns through InDOnesia CARE, and leveraging digital media for virtual tourism promotions and the #DiIndonesiaAja campaign. Kemenparekraf also partnered with various stakeholders to ensure consistent messaging and supported tourism players with social aid, retraining programs, and CHSE certification.
Additionally, Kemenparekraf formed a task force named Crisis Detection Analysis to tackle hoaxes and negative issues, while crafting positive narratives to maintain optimism, such as plans for reopening priority destinations. This approach successfully kept the tourism sector relevant during the pandemic and laid the groundwork for post-pandemic recovery.
Crisis communication is not merely about managing emergency situations but also about building long-term trust. By learning from history, understanding theories, and adapting best practices, organizations can be better prepared to face future challenges.






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