Dublin Core
Title
The Importance Role of Employees in Responding
Crisis Communication
Crisis Communication
Subject
Crisis Communication, Employees’ Role, Social Media, Crisis Event, Communication.
Description
Past research shows that reputation and image is very important to the continuity and sustainability
of the organizations. Recently, it can be easily damaged by the uncontrolled message circulation that spread on
social media. Consumers tend to mislead by untrusted source of information causing losing their trust and give
immediate impact to sales decline. One of the vulnerable company that regularly facing this situation is food and
beverage industry. Garudafood that known for their peanuts products as the object of this case study has to deal
with the negative issues about their company which spread on social media that goes viral within second causing
crisis. In order to tackle the issues, commonly organizations held press conference and carefully appointed who will
be the spokesperson to talk to mass media and wishing media will spread clarification messages correctly. As crisis
become a more frequent occurrence, Garudafood applied different approach in handling the situation. This study
aims to examine the importance role of employee as internal stakeholders of the company in responding negative
issues that can lead to crisis. In how crisis communications plan is done by utilizing employees as source of
information to external stakeholders in particular customers. Data collections through depth interview with the
representative of corporate communications and relations of the company supported by literature and previous
research. Results shows employees are able to be an essential role in responding crisis communications since they
can be as source of information on behalf of the company to their relatives, friends and communities. However, their
credibility is being considered since they have interest therefore tend to defend their workplace. After all, the
company should release official clarification message that supported with the statement of related parties to
increase the credibility of the message and source of information.
of the organizations. Recently, it can be easily damaged by the uncontrolled message circulation that spread on
social media. Consumers tend to mislead by untrusted source of information causing losing their trust and give
immediate impact to sales decline. One of the vulnerable company that regularly facing this situation is food and
beverage industry. Garudafood that known for their peanuts products as the object of this case study has to deal
with the negative issues about their company which spread on social media that goes viral within second causing
crisis. In order to tackle the issues, commonly organizations held press conference and carefully appointed who will
be the spokesperson to talk to mass media and wishing media will spread clarification messages correctly. As crisis
become a more frequent occurrence, Garudafood applied different approach in handling the situation. This study
aims to examine the importance role of employee as internal stakeholders of the company in responding negative
issues that can lead to crisis. In how crisis communications plan is done by utilizing employees as source of
information to external stakeholders in particular customers. Data collections through depth interview with the
representative of corporate communications and relations of the company supported by literature and previous
research. Results shows employees are able to be an essential role in responding crisis communications since they
can be as source of information on behalf of the company to their relatives, friends and communities. However, their
credibility is being considered since they have interest therefore tend to defend their workplace. After all, the
company should release official clarification message that supported with the statement of related parties to
increase the credibility of the message and source of information.
Creator
Yuliani Dewi Risanti, Kismiyati El Karimah and
Masayu Nurhayati
Masayu Nurhayati
Publisher
Potekkes Kemenkes Palembang
Date
2020
Format
Pdf
Language
Inggris
Type
Jurnal Internasional