Bite-size Case Study

Vistara Airlines: a case of crisis communication

Published on October 30, 2022 Originally recorded 2022   4 min
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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.
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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.
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Vistara Airlines: a case of crisis communication

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