Identify the Stages of a Crisis

Introduction

When organisations experience a major problem that threatens their business, they need to react quickly and effectively to protect their reputation.

Providing clear information to customers and the media can build support and help the company to recover quickly. An important part of the process is having a crisis management strategy in place before problems occur.

Crisis Stages

All crises develop at different rates and last for different durations, affecting the approach and timing of the needed communications.

Crisis Stages	Characteristics	Activities
Immediate
Crisis Events Occur Quickly	Often of the Natural disaster or major emergency type	The crisis Management Team is activated. The crisis Communication Team is assembled. Crisis Communication Channels are assigned. Immediate Execution of Communication is urgent. Access to Directors and Department Heads is critical. Access to Directors and Department Heads is critical.
Emerging
Crisis Events Occur Over Time	Can be anticipated and minimised at early stages	The crisis Management Team is activated. The crisis Communication Team is assembled. Crisis Communication Channels are assigned. Timely Execution of Communication is vital. Access to Directors and Department Heads is critical.
Sustained
Crisis Events Continue Over Time	Involves situations that may linger for years	The crisis Management Team remains activated. The Crisis Communication Team remains activated. Crisis Communication Channels are maintained. Continued Execution of Communication is critical. A communication Team may be deployed to assist. Access to Directors and Department Heads is critical.

The Crisis Stages: Characteristics and Activities

Stages and Phases of a Crisis

The activities involved and the management issues at each stage/phase of a crisis are tabulated in the table below.

Crisis	Phase	Description
Pre-Crisis
Before	Identification/ Discovery	Prior to the event.
During Crisis
During	Preparation/ Planning Response/ Control Recovery	Warning: Indications that there are or may be or could be events liable to have a significant impact on the organisation.
		Crisis Point: When did the event begin to have a significant impact on the organisation.
		Recovery: The acute stage of the crisis has passed, and the organisation can focus on a return to normal operations
Post-crisis
After	Learning	Evaluation of the effects. Repair of the organisation.

Description of Detailed Phases and Stages of a Crisis

This section further breakdowns the details of the "Before" or Pre-crisis, “During” crisis and “After” or Post-Crisis stages.

Stages of a Crisis with Detailed Activities (Example)

Reference

Goh, M. H. (2015). A Manager's Guide to Implementing Your IT Crisis Communication Plan. Business Continuity Management Specialist Series. Singapore: GMH Pte Ltd.

Extracted from "Chapter 15: Identify the Stages of
a Crisis"

More Information About Crisis Communication Blended Learning

To know more about our blended learning program and when the next course is scheduled, feel free to contact our friendly course consultant colleagues via sales.ap@bcm-institute.org. They are the BL-CC-3 Blended Learning CC-300 Crisis Communication Implementer and the BL-CC-5 Blended Learning CC-5000 Crisis Communication Expert Implementer.