Recognize the crisis

出自香港新聞網 - 樹仁新傳系學生實習習作

6-12-2006 11:37 045019 李泳儀 LEE, WING YEE

“The best preparation for the worst situation,” Kwan Chuk Fai, Corporate Communication General Manager of NWS Holdings Limited said yesterday at Hong Kong Shue Yan College.

Kwan described that organizations seem to fall into two groups: recoverers, that emerge with an enhanced reputation and value, and non-recoverers, which suffer damage to their reputation. So, they should recognize the crisis and well-prepared for it.

“Manage the crisis as soon as possible and deal with it seriously.” Kwan mentioned. He said that crisis management is to compete with the media, especially the photographers. It should be faster than the reporters to cope with the situation so that the events would not be exaggeration.

He also stated that after recognizing the crisis, containing the damage would be the next important step under the crisis management concept. Do not let the situation becomes worse as it will destroy a company’s reputation.

“If the company is false in the event, bear the responsibilities and apologize to the public is essential to a crisis.” Kwan implied that apologizing was the better to get support from the public as people felt it was a responsible company. Then the company could reduce the costs and damages in such crisis.

Kwan also said that a crisis happened because sometimes people lost their confidence of a company or a product. A successful crisis management is to gain back the confidence from the public there after.