Reactive Crisis Management Model

Crisis is an ever present threat to an organization in our society. When a crisis occurs, an organization must act immediately to protect its reputation. There is a need of wide range study of crisis management. Various models regarding crisis management have been presented by various experts. These models are mainly proactive in nature having (1) Pre Crisis phase (2) Crisis phase (3) Post Crisis phase. Crisis management is a situation-based management system that includes clear roles and responsibilities and process related organizational requirements company-wide. As we know, crisis is an uncertain event, so preparing in advance for it is probably not possible. Even in diffusion of innovation theory it is discussed that during crisis, every employee should think out of the box and come up with novel ideas to overcome hard times. In this article, an attempt has been made to prepare a reactive crisis model which suggests a way to deal with crisis at the time it occurs. In this model, the crisis management protocol should follow three steps, namely, (1) GET (2) SET (3) GO. In first step, basic information regarding the crisis should be gathered viz, cause and severity of crisis. In second step, crisis management plans and teams should be formulated keeping in view the severity of crisis and the third step should deal with the execution of formulated plans with the help of crisis management team.