An Integrated Symmetrical Model for Crisis-Communications Management

Authors:
  • AHAlfonso González Herrero
    Alfonso González Herrero
  • CPCornelius B. Pratt
    Cornelius B. Pratt
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Abstract
This article presents an integrated four-step symmetrical model for the effective management of crises. Although the model is also applicable to the management of accidental and operational crises, it is formulated primarily for those crises whose occurrence is more likely a consequence of the inherent fallibility of management—that is, mismanagement. It is based on Grunig's situational theory and on the emerging theoretical framework of issues management—that is, on an early identification, redirection, or influence of issues. A biological analogy is used to suggest an early crisis intervention that averts further development of a potentially troublesome issue. The model incorporates both proactivity and symmetry and has three overarching principles: issues management, planning-prevention, and implementation. Two widely known corporate crises—Intel's Pentium flaw and McDonald's hot coffee spill—are used to illustrate the model.

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