Crisis Management: Deliberate Actions to Alleviate Negative Results.

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Crises are often misdiagnosed. They almost always arise as conflicts, not communication problems. Since the issue or topics might be playing out in the media, some leaders will identify the crisis as a communication problem and are tempted to treat it as such. But crises are solved through operational decisions, not just PR bandages. You might have a great statement or press release, but that is not going to build back the factory that blew up or fix the quality issue that led to the product recall,.
Crisis management is a series of deliberate decisions the company makes to dampen the broader impact of what they are facing. It isn’t just communications. It is about an opportunity make the company better, strengthen relationships with the customers that matter most, improve the operations, and even solidify the alignment and positive dependencies between sales and marketing that will serve the organization well into the future.

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