Systemic, adversarial, and image crises can all have a significant impact on the organization and thus have to be handled effectively. For instance, a systemic crisis results in a domino effect, creating significant instability in the entire business sector. To handle this type of crisis effectively, PIOs have to ensure stable and comprehensive communication with the public. For example, it is crucial to ensure that all representatives broadcast the same message to the public, as this could help to avoid divergence. Moreover, using all available mediums to disseminate information is important, as it will ensure that the desired message reaches the public.
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An adversarial crisis, on the other hand, can damage the organization’s reputation and financial stability, which are usually the primary targets of an adversary’s attack. To respond to an adversarial crisis effectively, the PIO must ensure that the organization puts its best argument forward. Instead of releasing many small arguments, it is essential to choose two or three strongest points and to repeat them to the public and the media, as this can assist in winning the debate. Secondly, a PIO also needs to define the organization’s motive and the adversary’s motive, as this will help to choose the best course of action. Finally, an image crisis has the potential to destroy the organization’s reputation. To manage this type of crises efficiently, a PIO has to ensure full disclosure and transparency. To provide the public and the media with comprehensive information, the organization will need to hold an extensive press-conference and to respond to all questions from the media and the public.