No organization is immune to unexpected crises — and when they hit, the damage to reputation can be swift and brutal. Activism on social media further accelerates the organizational distress, making it critical for organizations to strike the right balance between fast, clear communication and thoughtful engagement with stakeholders. This paper examines crisis communication failures in three national-level crisis incidents, where organizations struggled to manage their organizational reputation, ultimately undermining their resilience. The study highlights how delayed, rigid, and unemotional responses detracted from organizational recovery efforts. Therefore, from the critical analysis of these cases, we propose that the employability of the 3E (Effectiveness, Efficiency, and Empathy) Crisis Communication Model shall provide a more thoughtful and proactive response to enhance stakeholder trust, manage organizational reputation, and foster long-term resilience.
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