
Almost every crisis contains within itself the seeds of success as well as the roots of failure.
Crisis is not always detrimental to business organizations. It is an opportunity to manifest how strong they are amidst difficult times. As one saying goes: “Calm seas never make a skillful sailor”, when the water is stormy, seafarers are tested and their resolve is challenged.
Crisis is an event; it is a painful and difficult event. At some point in the lives of many people, crises happen and did happen during the most unexpected time. But we are not left altogether empty-handed during such turbulent times of our lives. Along with it are opportunities, exceptional benefit when they are managed properly.
It is but illogical to say that crisis needs to be managed when it is not an organizational resource. But think again… Crises happen to people, money, machines, materials, methods, data, and info. These are important organizational resources that proper management must be instituted, so the evolution of crisis management. Crisis management is a field of management that embodies the managerial functions from planning to implementation and evaluating what have been executed. Putting these principles and theories in action is managing crisis.
In his article in the Harvard Business Review on Crisis Management, Norman Augustine identified stages in managing crisis: Avoiding crisis, preparing to manage the crisis, recognizing the crisis, containing the crisis, resolving the crisis, and profiting the crisis.
Avoiding Crisis
The essence to this first stage is prevention. Most of the crises that had blown away business organizations could have been prevented. Avoiding the crisis is the least costly and the simplest way to control a potential crisis.
Prevention
- Make a list of everything that could attract troubles to the business, consider the possible consequences, and estimate the cost of prevention.
- We usually cannot seek revenue growth without also expecting increases in expenses; we cannot encourage risk taking and then be surprised if some of the risks result in greater exposure.
There are things that could attract the occurrence of crisis much as “tornadoes are caused by trailer parks,” When we speak of natural disasters, we are not simply speaking of dramatic display of natural forces. Every year there are thousands of earthquakes, large and small, and dozens of storms, cyclones, hurricanes, typhoons, volcanic eruptions, and other violent phenomena that do nothing more than become statistics in some record books. However, when such events cause great destruction of the normal way of life, they become disasters. Avoiding issues or controversies that could put the business in crisis can be very helpful in this stage of crisis management
Crisis prevention is costly, but dealing with a malignant crisis would make the cost negligible. As the economic reasoning go: “If the relevant marginal cost is greater than the relevant marginal benefit, don’t do it, if the relevant marginal benefit is greater than the relevant marginal cost, do it.”
Avoiding crisis also involves discretion and privacy. If you need to maintain secrecy, limit involvement to as few people as possible and certainly only to those whose discretion can be trusted absolutely. The real problem, however, is that perfect prevention is perfectly unattainable.
Preparing to manage the crisis
Managing crisis should involve plans how to deal with a variety of undesirable outcomes if disaster does strike. Plans can be an action plans, communication plans, fire drills or drills, essential relationships, crisis teams, and contingency plans. At this stage, a manager should view and plan for the inevitability of a crisis. Crisis, therefore, is anticipated, planned, and practiced.
Stephen Covey, the author of 7 habits of highly effective people, said that “all things are created twice.” They are first created on the mind and that is conceptual creation. When we plan for crises, we simulate as if they already happened. When they did happen, we’re no longer surprised of their occurrence because as if they already happened before.
Communications is also critical in difficult times. The best-laid plans are worthless if they cannot be communicated. Much is needed when things went wrong. Especially, some were left no one to turn to during such times.
Recognizing the crisis
One habit that causes crisis is wishful thinking. When there is a problem, we say, “There is no problem. Everything will be all right.” We make pretense that there is no problem while in fact there is a problem. We tend to postpone dealing with the crisis, because we were taught to avoid unpleasant situations and go first with the easy ones.
Problem definition is important in this stage of managing crisis. In systems approach to problem solving you start looking for the questions or problems before you look for answers. When ever you say the problem is out there, that very thought is the problem.
Containing the crisis
This stage of crisis management requires triage: stopping the hemorrhaging. In this phase decisiveness is critical—and the timeless advice of Yogi Berra is sound: Some reasonable, decisive action is almost always better than no action at all. Tough decisions have to be made and made fast. In business, though, “good decisions do not necessarily guarantee good outcomes. Dealing with the crisis, is also stating clearly that you do not know all facts. Then promptly state the facts you do know. One’s objective should to get it right, get it quick, get it out and get it over.
Resolving the crisis
“Even if you’re in the right track, you’ll get run over if you just sit there.” In this stage, speed is of the essence. A crisis simply will not wait. For instance, when there was a bad publicity escalating in 1970’s about M&M’s red dye coat of chocolate that has carcinogenic substance that can cause cancer, they pulled out the product from the market. You really need to resolve the crisis and do something about it before it is too late.
Profiting from the crisis
The final stage in crisis management is making lemonade from the abundance of available lemons. At the outset, we described crisis as an opportunity rather than a threat. Taking advantage to the opportunities can bring exceptional benefit to the business. This is an opportunity to recoup some losses at least partially and begin to repair the dislocations.
“Experience is the name everyone gives to their mistakes.” – Oscar Wilde
There can be no better way in learning than to experience it. Learning it the hard way is still learning. Pictures would mean a thousand words but experience would mean a thousand pictures. If we learned from experiences, we become braver, stronger. And the next time we encounter the same problems or crises; we are prepared to face them without hesitations.
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