Crisis Communication: A Case Study in Tenaga Nasional Berhad

Establishment of crisis communication by all organisations regardless of their sizes is vital to avoid chaos during crisis. Many organisations had encountered catastrophes but failed to identify the importance of crisis communication. This study was conducted specifically to determine the importance of crisis communication as a catalyst in dealing with the catastrophes in the service industries and highlighted the distinctive management function of public relations in managing crisis. Corporate Communication Department of TNB was chosen as a case in point and a case study method was applied. Determination of channel utilisation and manufactures of vivid messages as strategies in crisis communication were proven in giving the opportunity to enhance and maintain the image of organisations. Based on Information-Integration Theory and Image Restore Discourse Theory. the role of channels and messages were proven vital in establishing crisis communication. In fact, the Four Steps Process which is a basic skill for public relations planning concerning the management function i.e. research, planning, communication and evaluation has revealed the significance of communications in management. This study also proposed a brief guideline of crisis communications to be considered by the service industries. The guideline provide step-by-step communication actions to be considered before implementing crisis communication such as preparation before indulging into crisis, determine crisis team members, determine crisis stages, identifying problem to crisis and salient public, construct techniques and strategies on communications and actions, designate two separate areas in conducting crisis, producing a waterproof "Crisis Communications Kit", contact list of crisis team members are made available, educate employees concerning crisis to avoid panic, develop follow-up stage after crisis, activate crisis communication in major and minor accidents and revise crisis communications yearly.

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