When crisis happens, it can be regarded as a turning point. An efficient crisis management can not only solve the problem, and harness the responsible branding images, while a poor reaction could result in the breakdown of the company. It happens randomly. However, there may be some symptoms before its happening: growing uncertainty, loss of control, growing isolation, or even attack). A good company should prepare a plan for possible crisis. When a crisis happens, it is very important for the organization to react quickly, take control, clarify the problem and take the responsibility. In a crisis management, the company has to deal with several relationships: media relationship, relationship with victims, government relationship and response to general public. The crisis story will be interpreted in a narrative way, which means, there will be heroes and villains involving. It will be wise to figure out who is ally or enemy and how to get as many allies as possible.

Recently, there are two poor cases of crisis management.

Toyota crisis
“Toyota it’s just getting worse and worse because they didn’t come clean in the first place.”
“It came across to the public as if they were hoping the government would not find out… it looks like all they cared about was their bottom line.”
“The first rule of PR is get ahead of the story”

by Glenn Selig, founder of public relations (PR) firm The Publicity Agency.

Tiger Wood crisis
Although he apologized in public recently, he is still far away from being forgiven by the public, because of Mr. Woods’s stiff delivery and of taking several months to address the matter
“People will be Tiger golfer fans again, but that does not translate into a resurrection of an endorsement career,” said Kevin Adler, founder of Engage Marketing, a sports-marketing firm in Chicago.