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0:04
What is a crisis?
The dictionary defines crisis as
a time of intense
difficulty or danger.
Indeed, a crisis is an event
of a nature of magnitude that
changes, or has
the potential to change
the way an organization,
government, or an individual
conducts its operations.
It involves potential
for actual loss of life.
Serious injury has a
result of an organization,
individual or a
government's actions
and impacts ongoing
operations and reputation,
thus creating what we call
an unstable and
dangerous situation.
We are currently facing the most
unsettling and dangerous
crisis of our times.
The Covid-19 pandemic.
Like all crisis,
the coronavirus outbreak
also hit us suddenly and
the impact might be extending
further than what we think.
UN chief Antonio Guterres
has called the pandemic
"the most challenging crisis
since the Second World War
with unimaginable human
and economic costs".
A crisis can strike
us at anytime,
create uncertainty, and is seen
as a threat to important goals.
More so, in today's VUCA world.
1:09
In the era of digitization
with almost 3 billion people
active on social media channels
and enhanced interconnectivity,
news spread at a rapid rate.
Companies have had to
adapt fast to ensure
that any damaging content
towards their brand is managed
has swiftly as possible.
This means reputation
is always at stake.
So what would you do?
How would you respond
to the crisis?
What would be a
responsible behavior?
What matters most in
a crisis communication
situation is
not what you do in the
middle of the crisis
but more importantly, what
would you do in the weeks,
months, and years ahead of one.
