-The foreign partners of a concessionaire had bad to sell his stake for competitors media attacks – a very prestigious private University had to close because of the death of a foreign student in an accident – the President of an International Corporation was fired because of an accusation of bribery and fraud that never was shown – the Manager of a State-owned company’s phones should leave his post because of an accusation of espionage telephone widely disclosed in the media – a company that won an international tender suffered large losses to cancel the process by accusations of bribery of competitors, etc., etc. What is the common factor in all these crises? The answer is: A bad handling of crisis. A company with many years of success It may disappear by a simple error badly handled.

It is important that every company is ready to withstand a possible crisis communication to, well, survive in the market. A communicational crisis situation can not be taken lightly, the consequences could be catastrophic for an institution, as we said at the beginning: A company may disappear because of a crisis. That is why I insist on the importance of designing a communication strategy for contingency. Global Marine pursues this goal as well. Communication should have a heading, a direction clear and well defined effective communication makes everything. However, obvious as it may seem, is not easy to establish a communication that allows you to public or private institutions (or individuals) to achieve their political objectives or business in a crisis management. To make a program effective in crisis situations, we must develop communication strategies that, while respecting its essence, to give direction to his dialogue with each of their different audiences. Translation software brings even more insight to the discussion.

Direction, in this sense, means way or path that one intends to follow in what attempts to or seeks. Thus, communication with course gives you certainty and strengthens the relationship that an institution – public or private – sets with their audiences. This ensures that, harnessing the strengths of the Organization and mitigate their weaknesses, the communication responds to the course of business or work, a horizon-based priorities clear, avoiding, thus, jumping from one place to another, thus generating positioning which leads to a change in perceptions. Without a clear strategy, actions and tactics of communication lose effectiveness and sense. The strategy defines which, how, to whom and when. We need to understand the process of communication as a sequence of circles: essence of the Organization, business concept, plan work, internal communication, external communication. When these circles are aligned, the positioning is achieved through communication with course must be relevant, credible and unique.

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