In (crisis) communication, a distinction is usually made between: issue, incident and crisis. Although these categories are often confused, there is a clear difference.
What is a crisis
A crisis is a situation in which an organization's business operations or reputation can be directly damaged. A crisis is characterized by high time pressure, high emotional charge and a lot of media attention. A crisis requires immediate action and solution. The possibilities to control the situation are limited. Consider a terrorist attack or a strike by employees in a supermarket distribution center, which threatens to leave empty shelves during the holidays. The correct form of crisis communication is of great importance here.
A crisis can arise, especially if an issue is not resolved but remains dormant. This is becoming more and more common. Crises also seem to follow each other more quickly. There are two reasons for this. On the one hand, there is the quick and often blunt way in which people take a position and hold discussions. This leads to positions quickly hardening. On the other hand, people are more likely to take action these days, simply because issues become known more quickly via social media.
Where organizations used to be able to solve problems in a timely manner, they now surface very quickly. However, an organization that has its issue policy well under control can ensure that crises are prevented.
Although crises are always unpleasant, they sometimes also have a positive effect. Many organizations become aware of their vulnerability during a crisis and then actively identify and manage their issues. This is based on the realization that they would rather never experience a crisis again.
What is the difference between an issue and a crisis
Issue
- Absence of extreme time pressure, but urgent
- Illusion of control, active attitude is required
- Direct impact if organization does not address the situation
Crisis
- Extremely high time pressure
- Very limited degree of control
- Direct impact on business operations good