Why urgent need Becomes Crisis Management?

By: Oscar RossignoliEditor of www.image-empresarial.com

I am a publicist with many years in the profession. The issue of crisis management to me is exciting. It is from the first day I heard of this particular professional discipline, several years ago when I had to face a communicational situation of a client company involved in a product image problem of a conflict of commercial interests.

Then I wondered: Why does it become urgent and necessary to handle a crisis?

The answer is simple: To preserve the most valuable asset of a company. Are your buildings? Are your equipment and materials? Do your employees? Does your stock of goods? None of these.

The most valuable asset of a company is its corporate image, including, of course, their brands.

But what is style? Is a state of public opinion that the organization acquired from many inputs they receive from it. The corporate image is a consequence of business management rather than a variable communication.

This means that the image is the result of culture and global corporate behavior not only of communicative action. Aspects related to quality, customer service, financial profile, the corporate identity of its employees, the internal climate ... and many others, determine the corporate image significantly and require management strategy for their control and management allow if you want to be effective.

To understand the "how? and "why? and its relationship with the image of crisis management is necessary to establish some concepts from previous:

Why is strategic and vital?

Because, again, the image is the most valuable asset because it is more expensive and difficult to build ... and very easy to destroy. Rebuilding the image of a company that has deteriorated due to a negative campaign is three times more expensive to build it.

The image of a company is built on years and can be destroyed in a few minutes in the media, which can sometimes be builders, and others, unfortunately, very destructive.

A good logo, corporate colors or striking communicative messages are not sufficient to promote, disseminate and maintain a good image

The behavior of the entire organization is the best presentation of the company! It is no use saying one thing and, in practice, do something totally different.

One of the best ways to solve a crisis situation is avoided at all costs, preventing and preparing for any eventuality of this type.

Today, many organizations (and many executives) let the public become aware of what eventually are and what they do, without worrying too much because it happens, forgetting precisely that: As you see you try ...

Therefore, the corporate image should be incorporated as part of organizational planning processes. The image must be planned and controlled at all times.

Reasons must maintain a good corporate image:

A positive corporate image is a prerequisite for the continuity and strategic success.

A strong corporate image is an incentive to sell products and services.

It helps the company to hire the best employees, attract investments, generate confidence among internal and external audiences.

A strong corporate image creates an added value to a company and ensures it is one step ahead of your competitors.

A good image helps the company to attract the people necessary for success: customers, partners and employees.

Mistakes are inevitable, what counts is how we respond to them, that's the point of crisis management.

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