Definition and Importance of Crisis, Crisis Management and Communication

0 INTRODUCTION All organizations hope to succeed. A good and effective management strategy is a necessary condition for a company to manage well. In the business there is a possibility that a crisis that may interfere with business operations (Fearn-Banks 2009, page 6) can occur at any time, so this includes the need for an appropriate crisis management plan. "Crisis management is a series of factors designed to combat the crisis and mitigate the actual damage" (Coombs 2012, p. 5). To enable effective crisis management, effective crisis communication is necessary.

Control the story: During crisis, you must continuously communicate upwards, downwards and beyond, if necessary. Being a crisis manager or designated crisis manager will be the only spokesperson and will be a source of sincere, transparent and consistent information for managing information. It is also important to document the facts you know at each stage of the process to answer potential questions (even silly questions) or litigation that may occur. It is very important to answer these questions before being asked. Actively, the most important outsider in dealing with detailed communication (and appropriate) and trust up and down within the organization

When a brand thinks about community management, others consider it as a form of digital crisis management. Crisis management is definitely an important part, but social community management is essential for humanitarian brands, which is a unique advantage of social media. Hopefully community management can help you build brand images and actively influence brand feelings in order to enhance your online community. As with all marketing strategies, setting goals is important to prove that CM strategy is effective. Do not forget to think beyond the frame and set goals based on what you want the brand to achieve. For example, tracking changes in monthly emotions can indicate whether CM can help boost brand awareness. On the other hand, you can see that the number of fan comments the community administrator replies will help your brand on social networks. Maintain clear active pages