The arrival of the Internet as a mass-use communication medium has opened informative doors that were previously canceled for many members of society. Nowadays it is used to satisfy the needs of entertainment, knowledge and updating. Organizations use it to transmit their history, mission, projection and essential values. However, just as it is possible to create a positive image by reporting activities that have become public knowledge through websites, they can also seriously affect the course of an organization if messages that damage its reputation are issued, or accusations are made. that manipulate the perception of the public that revolves around companies. It is then talking about a crisis situation,where the fate of an organization depends on the communication that it is capable of providing to its various stakeholders.
KEYWORDS
Information, Crisis, Internet, Web sites, Stakeholders, Communication, Credibility.
INTRODUCTION
There is vast material on the Management of Corporate Crises topic. In recent years there has been a growing interest from managers, directors and administrators in general, in terms of the implementation of strategies that allow minimizing the effects of an organizational crisis that is public knowledge through the mass media; some scholars even argue that it is much better if organizations can prevent crises (Langer and Thorup, 2006; Sapriel, 2007). In this way, communication is itself, as a discipline and practice, a participatory element in crisis management, making use of all available resources to mitigate the effects of an unfavorable image and the flight of clients and / or users.
With the advent of the Internet as a medium for domestic use and its growing demand as the main means of information (Neil, 2000), companies must take advantage of this new technology as a key resource to manage the flow of information during a crisis.
Organizational crises are highly ambiguous situations, where the causes and effects are unknown and the events that occur indicate a great challenge: the survival of the organization. The time to respond is pressing, and they present a dilemma between the need for a decision, and at the same time sufficient judgment to make it. Unfortunately, little guidance exists to develop “effective” strategic communication through digital media (Neil, 2000 and Segars, 2003). Such guidance is crucial in the era of the World Wide Web, where the spread of strategic communication is instantaneous, and where discussion and analysis of messages are easier through means such as e-mail and electronic reports..
The following is an attempt to make a list of the mechanisms that allow an organization to take part in the treatment of a crisis and to move towards the resolution of such emergencies, but above all to identify ways to maintain or rebuild credibility.
In advance, it may be asked, is the power of the Internet real as a means of regaining reputation, prestige and trust in an organization? It all depends on your use and the timing of your response. It can both restore a company's image and lead it adrift if timing and tactics are not considered in its employment.
METHODOLOGY
Various articles located on the Web were consulted through the digital library of the Tecnológico de Monterrey, which consist of investigations carried out at various times on the treatment of corporate crises and the use of the Internet to counteract the effects of harmful messages. The databases that supported this search were Emerald Group, ProQuest, EBSCO, ACM Digital Library, and Blackwell Synergy.
CHAPTER I
Crisis: Information Distortion
How does senior management react to critical situations that put a firm's reputation, customer relationships, and profits at risk? What happens when certain messages circulate through various media and damage the profitability of a company?
How have the activities of organizations been modified with the arrival of the Internet as a means of massive use, and that with great ease can alter the perceptions of thousands of people about the performance of a company in the society where it operates? The rumor of a badly manufactured product, the use of inputs of dubious origin, mistreatment and / or inhumane conditions of workers, strange financial management, etc., are just a few examples of events that can negatively impact the image of an organization, even of those better positioned or older.
Gone are the days when the organization's spokesperson contacted his well-known journalists to ward off bad news when things went wrong (Sapriel, 2007). A proactive crisis management perspective in these times urges to anticipate the events and manage them, avoiding by all means that they become crises.
The “information age” of the present day by day increases the possibilities of citizens to appropriate a greater amount of data, to participate actively in substantial events of public importance, increasing their ability to offer information, and to demand much more from change (Palen and Liu, 2007). The foregoing shows the care that organizations must take in their relations with the various publics that are within and around them. Do not underestimate the power of a negative message, and furthermore, do not make the serious mistake of fueling rumors by ignoring the issue or trying to deny it without offering demonstrable facts.
When a crisis arises, the need for information by various groups of people is exacerbated. A crisis can turn into a time of chaos, risk and uncertainty that requires proper communication and in time to avoid, as far as possible, damage to the organization and maintain the trust of the public (Fjeld and Molesworth, 2006).
CHAPTER II
The role of Digital Media
The strength and reliability of Internet systems, their ability to connect when needed regardless of local conditions or network load, and their availability of access have elevated the importance of the Web's role as a communication system. to respond to emergencies or disasters (La Porte, 1999).
Image taken from: articulo.mercadolibre.com.pe
Thus, the expansion of the Internet as a means of communication has motivated different companies to upload information to the web. Some of the main reasons, according to Khadaroo (2005), are:
- Elimination of costs for printing and sending annual reports Accessibility of information to a much wider audience than what other conventional communication means allow Updating of information through maintenance of websites Reduction of distribution time Communication with previously unidentified users of information Complements traditional information disclosure practices Increases the amount and type of data that is disclosed Improves access by potential investors for small companies
The Internet has allowed crisis communication to advance in different ways. The study by Perry, Taylor, and Doerfel (2003) indicates that the Internet is useful for crisis management in two ways:
- Helps organizations to review the environment and prepare for a crisis. Through the Internet and the World Wide Web, they can search through vast amounts of information and create administrative strategies to detect problems before they turn into crises.Communication through computer systems allows organizations to quickly transmit decisions to stakeholders and generate feedback from your audiences. Therefore, it allows them to influence their environments.
Thus, considering its communication capabilities, the Internet is a technology that serves as a facilitator, an infrastructural tool that is used by individuals who actively communicate (Dutta-Bergman, 2006).
However, it is essential to consider that when an organization must respond to an eventuality but lacks information, the data-hungry public immediately looks for another source that might not be of support to the organization. The role of senior management in crisis management is fundamental to establish courses of action that guide the perceptions of the different stakeholders of the organization (shareholders, employees, clients, suppliers, the media, and society in general) and propose remedies. potentials.
In these terms, the perceived benefits of the Internet are enormous, given its reach to a large number of people in real time, which reduces the pressures of stakeholders. This form of communication breaks with the scheme that in a crisis key audiences must be contacted personally. Even the initiative of the public to search for information themselves on websites has resulted in the Internet having the potential to, at least partially, replace the telephone and other means by offering real facts.
Fjeld and Molesworth (2006) suggest that establishing a contingency web site is an elementary tool in dealing with crises, because it allows counteracting negative coverage from other media, and actively participating in the course of the organization's history. In general, it has been found that effectiveness in crisis communication is a combination of experienced communicators and PR, and using the Internet in both directions (allowing feedback from stakeholders).
In Figure 1 (below) a proactive crisis communication model is observed, which is associated with companies that are prepared for critical events, that express immediate concern for their consumers, their environment and the public interested in the incident. As previously stated, some research has revealed that the role of PR (Public Relations) professionals play a transcendental role in communication and dealing with critical situations.
FIGURE 1: Strategic Communication Process Model for Crisis Management By: Michael W. Corrigan and Daniel Mortensen. Source: www.users.marshall.edu
When asked what is the combination of technologies that makes the difference during a crisis? Thelwall and Stuart (2007), think that this depends on the nature of the crisis, but considers the use of the Internet, regional mass media and national, as well as personal communication technologies.
CHAPTER III
When the Internet works against us
Not everyone sees only positive aspects on the Internet. One of the most recurrent arguments in opposition to dependence on this medium is information overload (Carver and Turoff, 2007) and the sacrifice of face-to-face exchanges (Hewitt, 2006). In this sense, it serves as a “catch-up” tool, but has limited value in developing relationships.
Returning to the topic of interest, up to now the Internet has been talked about as a means that facilitates the communication of an organizational crisis, but what about the use of this same means as a crisis detonator? Let's look at the opposite side of the Internet, where it plays a crisis trigger role, as Neil (2000) has named it. According to this perspective, there are crises that arise and exist only on the Internet, and in the worst cases, they soon become the front page of other media. Many of these actions come from an annoyed employee or customer who vent their frustration by creating a parody or "shadow" web site.
- Rumors: These practices have been around since ancient times, and are stories that appear on the Internet in order to be evaluated as true, which happens when they are taken by other means that lead to audiences much larger than those reached by the Internet. The problem is that in many cases, television stations, for example, report anonymous attacks on Web sites (Berg, 2007). Thus, a crisis of confidence develops for companies. Failure to respond to a rumor reasonably puts the credibility of the organization in question in doubt. Hackers: Actions by individuals that create viruses, threaten network security, or breach the security of applications used by a business. Hackers use a number of techniques, including "denial of service" attacks,The same ones that send so many requests for Web sites to a server that it ends up breaking down; or mail bomb, which goes to the mail server of a victim and also causes its failure. The consequences, obviously, can be greater. Parody, copy or attack sites: Websites established by people who intend to air criticism and mockery of certain companies. They are usually sites launched by disgruntled ex-employees, or people with an activist political agenda. Such sites can become more than a dislike, especially when they direct other people to company sites with complaints or post the home phone numbers of top managers.The consequences, obviously, can be greater. Parody, copy or attack sites: Websites established by people who intend to air criticism and mockery of certain companies. They are usually sites launched by disgruntled ex-employees, or people with an activist political agenda. Such sites can become more than a dislike, especially when they direct other people to company sites with complaints or post the home phone numbers of top managers.The consequences, obviously, can be greater. Parody, copy or attack sites: Websites established by people who intend to air criticism and mockery of certain companies. They are usually sites launched by disgruntled ex-employees, or people with an activist political agenda. Such sites can become more than a dislike, especially when they direct other people to company sites with complaints or post the home phone numbers of top managers.Such sites can become more than a dislike, especially when they direct other people to company sites with complaints or post the home phone numbers of top managers.Such sites can become more than a dislike, especially when they direct other people to company sites with complaints or post the home phone numbers of top managers.
The practices mentioned should be considered seriously as they put a variety of organizational resources at stake. Among them are, first of all, the reputation and image that the company projects abroad. On the other hand, the risk that comes with the disruption of information systems, the copying of vital documents and data can block the strategic initiatives of any organization.
CHAPTER IV
Contingency actions
What to do to counteract the negative effects of these eventualities?
- In the case of rumors, it is important to identify and monitor those websites that may have a special interest in the activities of the organization. Once this is done, it is advisable to respond quickly and authoritatively with clear and open messages and factual information about the subject of any rumor on the web. It is also important to ensure that employees are aware of efforts to counter false information. In terms of hackers, if they are already identified, it would be helpful to arrange a meeting with them to discuss their motivations. It should be noted that in most cases their actions are more of "adventurers" than "terrorists", trying to be the first to discover weaknesses in a computer system. Parody actions,Copy and attack can be countered by preparing pages for the company's own web site that responds to the charges attributed by the other pages. You can offer to discuss the points underlying the dissatisfaction of the people carrying out the attack. In case of copying, legal action may be considered.
There is no doubt that the best way to be in a position to solve the problems that cause this type of interference to the productive activities of any organization, the permanent study of the environment is always advisable. As a company grows it is possible that it leaves behind important details whose consequences await the least convenient moment to resurface. However, making the right decisions and studying different possibilities to solve any of these mishaps favors the restoration of balance.
CHAPTER V
How to be ready for a crisis?
There is enormous potential for an organization's website to become the central avenue for communicating with concerned and / or upset audiences. Neil (2000) lists nine steps to ensure that an organization is "Web-ready" for a crisis:
- Have an Internet plan in the company's crisis communication manual Plan to use the intranet as a virtual crisis command center, so that members of crisis teams, senior executives and other employees are informed organization's emergency response program Regularly monitor appropriate news and chat groups as well as web support groups and new online services Include an IT (information technology) expert or specialist in Web in the crisis team Become familiar with the way some issues and rumors develop, move and escalate on the Web Practice downloading and transferring documents, photos, video and audio on the company website.Consider quick response web pages that can be activated when necessary and supplement them with templates (bylaws, company background, factual documents, media contact correspondence, etc.). Plan to use the web site to keep up to date. public and the media during a crisis through statements, speeches and photographs Maintain a database of email contacts of key media and stakeholders so that information can be delivered quickly.Plan to use the web site to keep the public and the media informed during a crisis through statements, speeches and photographs Maintain a database of email contacts of key media and stakeholders so that the information can be sent to them quickly.Plan to use the web site to keep the public and the media informed during a crisis through statements, speeches and photographs Maintain a database of email contacts of key media and stakeholders so that the information can be sent to them quickly.
Additionally, the study carried out by Thelwall and Stuart (2007) identifies the use of certain blog posts in crisis situations, where Flickr, Wikinews and Wikipedia have been considered useful sources of information in critical moments. It is desirable to be aware of the information that circulates through these means if necessary.
CHAPTER VI
Administrative approach
Given that an organizational crisis is always accompanied by severe losses, even when multiple tools are proposed to prevent the organization from being unharmed, this does not mean that they are effective solutions. Survival is not synonymous with success, therefore, the "effective" treatment of a crisis is one that, in addition, allows you to maintain part of your core activities, such as meeting the demands of your consumers; but beyond that, that the administration demonstrates the capacity to face the situation by offering an immediate and coherent response, transmitting credibility through digital media.
The research carried out by Segars (2003), leads to the proposal that there are five communication points that aim to offer a favorable guide for crisis management via the Web. In Figure 2 (below), the author gathers the five characteristics that make crisis communication “effective”, in such a way that it allows setting in motion the necessary mechanisms to respond to various eventualities through reporting on the Web.
- Credibility: Communication from top management creates a sense of strategic credibility. The perceived integrity and authority of the writer is particularly important in adverse situations. Effectiveness: Even in situations beyond the control of management, stakeholders insist on holding management accountable for any organizational results. Effectiveness, then, can be manifested by associating administrative actions with results. Commitment: Companies that adopt and implement consumer-engaged strategies have a meaningful message to potential customers. Responsibility: Corporate responsibility communication sends a powerful signal to employees and investors, according to the structure of values and ethics in which the organization operates.Resolution: It is the driver that an organization builds to achieve its objectives through decision making. In crisis situations, management must articulate a reasonable and achievable course of action.
The factors listed represent dimensions of effective crisis management that should support management communication with the various stakeholders.
Web-based reporting directly communicates facts about a firm, but also implicit beliefs about the organization and the world around it. So measuring those beliefs based on the context in which they emerge helps managers make more accurate conclusions about the effectiveness of their communication.
Kiger (2001), ensures that the key to crisis communications is to provide a clear, focused and timely message to stakeholders, where success will be achieved to the extent that people feel that the company has an action plan to take action. reins of the situation.
Organizational decisions and crisis responses that fail to consider audiences can be maladaptive, threatening the survival of the organization (Perry et.al., 2003). In opposition, organizations employing new media tactics and engaging the public in proactive discussions before, during, and after the crisis exemplify a communication breakthrough in a sense toward two-way interaction between the public and the organization.
CONCLUSIONS
Considering the immediate reactions to a crisis (uncertainty, fear, chaos and the need for information, mainly), it has been seen that the Internet offers a panorama where communication is possible with a large number of people in real time.
Online communication generates fewer questions than offline communication and reduces time spent in other media. Even using online forums takes advantage of a great opportunity to integrate more expertise in responses to the crisis.
However, there has also been talk of the negative implications of the use of Web pages, and not only those that can benefit the organization. The Internet facilitates the dissemination of false and harmful information, the creation of blogs that damage the reputation of organizations, and the proliferation of virtual activist groups that generate messages that could undermine the prestige of any entity. Being aware of these possibilities allows organizations to adopt a much more participatory role with respect to the communication they broadcast not only to their internal audiences, but also to those outside of them and geographically isolated. Gone was the image of the passive citizen, when mass media predominated in one sense. The use of the Internet as a “mass-personal” medium (Berg, 2007) gives significant power to any individual who wishes to use it.
It should not be forgotten that when a company is in crisis, the first place to look for information is the Internet. In addition, the press uses company Web sites as the main source of information. What lesson should be learned from this? Ideally, each company could develop a contingency website (Fjeld and Molesworth 2006), which would demonstrate that the organization is prepared and committed to providing a response to the crisis.
In addition to the above, and depending on the course of the situation, it is advisable to monitor bloggers, hire various wikis to disseminate factual information that counteracts the effects of negative messages circulating about the organization, be in contact with virtual groups and associations of the kind; in short, and most importantly, educate yourself about the arguments of your opponents (“Three Crisis Case Studies…”, Associations Now magazine, 2006). The promotion of the use of crisis communication manuals and Intranets is being considered.
In sum, crisis communication via the Internet must have five attributes to be effective: credibility, efficiency, commitment, responsibility and determination (Segars, 2003). All of them contain a message indicative of a reliable administration, that today, more than a competitive advantage, it is a question of survival.
Although various mechanisms have been listed to face a crisis, it will always be convenient to consider that these events exist at least as a possibility, and therefore, as Langer and Thorup (2006) claim, “prevention is much better than cure”.
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