Communicating effectively. Perhaps the competency most closely identified
with crisis management is the ability to communicate effectively. Very often,
the type of communication observed during a crisis event is one that is rooted
in the public relations tradition and attempts to position the firm or the problem in relatively favorable terms. In other words, crisis communication is used
to positively shape the stakeholders’ perceptions of the crisis and the organization (Coombs, 1995; James & Wooten, 2006). During the damage control or
containment phase of a crisis leaders will identify and connect with key organizational personnel, provide or solicit necessary information and instruction,
and attempt to restore calm or provide reassurance to affected constituents.
Depending on the type of crisis, leaders also may need to be persuasive, confident, or empathic in their messaging.