The four phases of a crisis

Every crisis contains predictable patterns concerning how the media operates. There are four distinctive phases that traditional as well as new media go through. Your reputation could be depending on how well you handle these phases in the event of a crisis.

The first phase focuses solely on the event as such. "What has happened?" is the question asked. You can call this phase the reporting phase.

Quite fast the focus is, though, moved to phase 2. Here the victims are in the limelight. "How could this happen?", "How many are wounded or dead?". In this phase the drama is sought. How this phase is handled - how well the messages are formed and delivered - will be crucial for the coming stages in the crisis. Your reputation relies on it.

It is in the third phase responsibility is demanded. Media is searching for a scapegoat - "Who is responsible?", "Who's fault is it?".

Every crisis reaches its end. The fourth phase is characterized by some kind of resolution. It could be a trial, a report or a funeral. You have to be attentive, though, and handle this phase correctly so that the crisis does not come to life again instead of evaporating.

How successful you are in handling a crisis depends on how prepared you are in advance of and during each phase. If you need help and advice or need to train possible crisis scenarios please get in touch via info@reputercommunication.com.