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0 INTRODUCTION

The crisis can happen at any time, in unpredictable locations and to any

organization. Incidents such as human error, industrial accidents, and natural

factors can cause a crisis. Communication during a crisis or communication crisis

is the art and science of how to communicate with the public through print,

electronic, online media during the crisis. If it is not well managed, the crisis of

communication will negatively affect a private or government organization. This

involves the expertise that should be available to public relations officers in

managing the communication crisis. Sensitivity to the need and importance of

managing the crisis of communication is increasing after the 9/11 event. It is

imperative for an organization to face a crisis that can damage the image and

strive to prevent it.

The collapse of Highland Towers, LRT accidents, melamine pollution - this

is one of the crises that occur in our lives. Crisis is an incident that causes an

organization and its operational methods, to be the focus of the public and the

media. It usually does not last long (although some may last for a couple of

weeks), but it attracts general attention and illustrates. If not properly managed, a

crisis could have a negative impact on the organization's business.

Examples of crises include accidents that cause injury or death, product

pollution, environmental pollution such as waste disposal or toxins, and corporate

misconduct. Notwithstanding the type of crisis facing an organization, there are

essentially two ways to deal with it. Whether we recognize what is happening and

face it with boldness and honestness or act like an ostrich that puts his head in the

ground. Experience teaches us that the first way is the wiser choice. The second

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option is considered a denial and no known goodness is ever produced from such

a reaction.

Almost every day we read reports of organizational crisis such as product

pollution or questionable business practices. Let's consider two Tylenol Johnson

& Johnson and Valdez Exxon case studies. In 1982, some people died of Tylenol

medicines from Johnson & Johnson. The company immediately acted by

withdrawing Tylenol from the store - not only in the state where it has been built.

In addition, companies make bold decisions to stop Tylenol sales until something

can be done to provide better protection to the product. The Company strives to

create more difficult packs to prevent the same recurring events in the future.

Tylenol recaptured its market share within six months and the case was

recorded in the history of public relations (PR) as an example of how negative

situations can be converted into opportunities to seize leadership through

effective public relations initiatives.

On the contrary, in 1989, Valdez Exxon's oil tanker was stranded in Prince

William Sound, Alaska - the cleanest and most sensitive sea in the world - shed

11 million gallons of crude oil. Exxon is strongly criticized for slow action to

clean up spills resulting in severe pollution to the environment. Exxon spent

about US $ 7 billion to manage the Valdez oil spill - considered to be one of the

worst man-made human-made natural disasters - and the case was recorded in

history as irresponsible corporate responsibility.

Notwithstanding the crisis faced by an organization, the most important thing

is to do what's right regardless of cost. Most important is health and safety. All

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 actions must be taken to save lives and to avoid injury. Response must be fast and

communication channels open all the time.

2.0 CRISIS COMMUNICATION

Crisis is an event that can undermine the existence of an organization,

product produced, business unit or financial position of an organization.

Additionally, it is also an event that can affect the health of consumers,

employees, and surrounding communities. Crisis is also often defined as an event

that can damage public trust towards organizations, images and reputation of the

organization.

Among other things, crisis deficits are an unforeseen occurrence and

negatively affecting the organization; the occurrence and consequences of the

event can have a major damage to the employee, product, service, finance and

reputation (Barton, 1993).

The crisis is a big problem that comes out suddenly. Lerbinger (1997) defines

crisis as an event that leads or potentially affects the reputation of the

organization as well as threatens profits, developments and stances and

organizations (Lerbinger, 1997). The crisis is an unstable condition or time where

the decision to change is indispensable whether to give positive results that are

expected or negatively affecting the organization (Fink, 1986).

In addition, the crisis is also a physical disorder that affects the overall

system, to the underlying assumptions and to the organization's existence

(Pauchant and Mitroff, 1992). According to Pauchant and Mitroff, the crisis can

affect the legality of the organization, can change the organizational strategic

mission and also disturb the public's view of the organization. The crisis is

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something relative and subjective because the purpose of the crisis depends on

the needs of the organization and the environment. The crisis has a direct bearing

on the achievement of organizational goals.

Crisis communication is a process of dialogue between a company and a

public that is aimed at addressing the crisis that has hit the company.

Communication strategies and tactics that organizations use when dealing with

the crisis can improve post-crisis image and reputation.

Communication crises are associated with the use of all available public

relations equipment, in order to maintain and strengthen the reputation of the

organization in the long run and at times when the organization is in a state of

danger. Every day, organizations are always faced with problems. Delays in

delivery of goods, disadvantaged consumers, unfinished work opportunities,

rising prices, and chaotic service are some of the challenges faced by the business

world. But the problem does not always mean bringing a crisis to the company.

Crisis is a big unexpected problem and has a negative and positive impact.

This problem can destroy organizations, employees, and reputation of the

company. But if the crisis can be handled well by the organization or company,

then the reputation and image of the company will be more positive.

The crisis is different from everyday issues, the crisis often attracts and

becomes public attention through media coverage. Such a situation can hamper

the company's normal operations and can have an impact on life in politics, law,

finance, and in government.

A crisis can define a person or an organisation, for better or for

worse. Crisis communication is a specialty of the public relations profession that

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is designed to protect and defend an individual, company, or organization facing

a public challenge to its reputation. The communication scholar Timothy Coombs

defines crisis as “the perception of an unpredictable event that threatens important

expectancy of stakeholders and can seriously impact an organization’s

performance and generate negative outcomes” and crisis communication as “the

collection, processing, and dissemination of information required to address a

crisis situation.

In the Malaysian context crisis communication and indeed crisis management

is still relatively misunderstood but time and time again we find ourselves in

conversations like “why didn’t they handle that better?”

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3.0 CRISIS COMMUNICATION ISSUES IN ORGANIZATION

3.1 Introduction

Crisis communication involves strategies and actions that organizations need

to take to reduce losses and destruction. When the crisis strikes, it is important for

the company to respond through various channels of communication with

stakeholders. To get a clear picture of the sign of the crisis, every organization

should analyze the characteristics and characteristics of the crisis. The crisis has 8

characteristics, including unpredictable, out-of-control, inadequate and

conflicting information, urgent decisions, potential negative impacts, increased

risks, media and government attention, and the latter can tarnish the image and

reputation of the company. In addition, the crisis is divided into 7 types of crisis

namely natural disasters, technology crisis, crisis of confrontation, malicious

crisis, organizational misconduct crisis, workplace violence and rumors.

3.2 SARS Crisis

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 Public relations are designed and forwarded efforts to create and maintain

mutual understanding and good relations between the organization and the public

(Jefkins, 1994). Public relations are about those who are important to the

organization and how their perceptions, opinions and behaviors against the

organization are positive. The organization in this case is the Ministry of Health

(MOH).

An organization will be exposed to the crisis when faced with negative media

reporting, which ultimately threatens the reputation and image of the organization.

The approach or strategy is deemed important for the organization as it may be a

preparatory event if a crisis occurs despite the fact that the crisis is difficult to

come. The crisis is inevitable but its effects can be reduced.

Public relations have an important role in the management of issues or crisis.

How the organization deals with the public, the media, the victims and other

parties shows that the ability of the crisis management team to communicate

wisely to define the image, reputation and organization's operations are not

affected by the crisis (Narimah & Saodah, 2002).

Crisis or issue like SARS is something that is unpredictable as it can happen

anytime unexpectedly.

3.3 Malaysia Airlines Crisis

As mentioned above, the crisis is divided into 7 types and in the case of

Malaysia Airlines it can be categorized into technology crisis, malicious crisis

and there may also be a crisis of confrontation. The technology crisis is related to

human application problems in a machine and technology. Accidents involving

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technology may occur when the use of machines and technology becomes too

complex to operate. Hence, the incident of MH 370 can be assumed as a

technology crisis. What happened to MH 370 was not exactly accurate but the

result of the investigation was probably due to the condition of the aircraft itself.

It was reported that MH 370 had previously suffered damage and became one of

the reasons the plane lost its control and crashed into the sea. But this speculation

is just a mere assumption and is uncertain of its validity.

The MH370 and MH 17 crashed crashed in Ukraine could also fall into a

crisis of confrontation and a malicious crisis as rumors suggest that MH 370 was

"knocked out" by certain parties without the real purpose of the incident. There

has been too much speculation from outsiders or Malaysians about the tragedy on

MH 370. While the tragedy on MH 17 is considered to be an accident as a victim

of the crisis of two countries - Ukraine and Russia.

On March 8, 2014, MH 370 aircraft carrying 227 passengers and 12 flight

crew to Beijing China were reported missing from Malaysia's civil aviation radar

at about 1.30am when approaching Vietnam's airspace. However, there was no

communication between the aircraft and the Vietnam air traffic control center

thereafter. The next day, March 9, 2014, the Malaysian Air Force chief told the

plane that it could turn its course to Kuala Lumpur without any known reason and

only citing data from the radar. The search that started in the southern china sea

expanded to the west of the peninsular Malaysia and confirmed by air forces that

the aircraft appeared in military radar until 2.15am.

In a press conference on March 15, 2014, the Prime Minister of Malaysia

stated that the aircraft had been flying for hours and was deviating from the flight

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path and at the same time the transponder and communications system were

turned off. The last location shown by satellite data is between two points on two

arcs across northern regions to Central and South Asia to the Indian Ocean. On

March 24, 2014, the Prime Minister of Malaysia, based on the latest satellite data

analysis announced that MH 370 ended up in the Indian Ocean and several days

later it produced a transcript of a pilot's conversation via radio communications

but did not give any real clues.

Black box detector technology from the United States began scanning in a

zone that was believed to be the location of a plane crashed. After that a search

ship from china detected a signal on the bottom of the ocean not on April 5, 2014

but was erased before its location was identified. Australia later announced that

search will be expanded across vast areas of the sea. After months of searching on

the search mission, the Malaysian government on January 29, 2015 finally

announced the disappearance of MH 370 as an 'accident' and all passengers and

crew were believed to have been killed. Following the announcement, the

victim's family's heirs were disappointed that the exact proof was not submitted.

Malaysia Airlines has received a massive blow due to a MH370 missing case.

The crisis faced by Malaysia Airlines did not cease so far but added with the

case of MH17 being shot down in the territory of Ukraine after 4 months of

missing MH 370. The incident that killed 280 passengers and 15 crew members

of the Boeing 777 was on a flight from Amsterdam to Kuala Lumpur and shot

down at an altitude of 30,000 feet. The shocking tragedy took place on July 17,

2014 and MAS confirmed receipt of alerts from Ukraine's Air Traffic Control at

10.15pm that it lost contact with MH 17 at 2.15am at 30km from Tamak, about

50km from the Russian-Ukrainian border . The discovery of the wreckage near

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the village of Grobovo, Ukraine, a rebel-controlled region near the Russian

border, was reported by international news on the same day.

The Prime Minister of Malaysia in turn announced an immediate

investigation into the tragedy. However, international investigative teams

including from Malaysia were not allowed into the crash site because of the fierce

fighting between the pro-Russian and Ukrainian separatist clans. On July 21,

2014, 12 Malaysian team of consultants acquired the MH17 black box and the

victim's body after 3 days negotiating with the pro-Russian separatist leader in

Donetsk, Ukraine. The black box was then sent to the netherland and then to

Farnborough, southwest of London for the purpose of checking flight data. The

victim's body was flown to Eindhoven, the Netherlands for the victim's body's

identification process.

The initial investigation report of the crash issued by the Turkish authorities

concluded that aircraft and crew had not sent any emergency signals and no

reports of aircraft technical failures. After the observation was made to the

damage, it was found that the effects of high-powered objects had penetrated the

plane from the outside. Following the shootings, Malaysia was admitted as a full

member of the MH17 Joint Inquiry Team focused on criminal investigations.

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4.0 HOW TO HANDLE CRISIS IN ORGANIZATION

4.1 SARS Crisis

The crisis handling measures implemented by MOH include:

1) Control the situation

The National SARS Movement Room as the manager of the SARS Crisis

managed to control the situation even though SARS has not shown signs of

spreading to this country. This includes defining real problems and

establishing communication strategies in order to communicate quickly and

accurately to the public

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2) Collect as much information as possible

MOH has collected as much information as possible regarding this epidemic.

While the local media channel has not been widely covered by this issue,

monitoring, particularly through information from foreign media, has been

obtained to illustrate what has happened in affected countries such as China,

Hong Kong, Taiwan and Singapore.

3) Establish crisis management team

MOH has set up a National SARS movement room as an effort to address the

SARS epidemic in the country. Although the effects of this epidemic are

unlikely to occur in other affected countries, the establishment of this motion

room is a proactive act and aims to provide a suitable platform so that all

parties can understand and resolve problems together.

4) Communicate fast

Individuals managing the crisis need to state what they want to say as quickly

as possible, particularly the issues related to them. These include the SARS

epidemic. The media is in constant need of recent updates on the progression

of SARS in the country and daily press conferences conducted by the

National SARS Movement Room is one of the best measures to present the

latest information to the public

5) Understand the media mission during the crisis

The media is very busy if the crisis hit an organization or country. For media

practitioners, the crisis is a news of value. Hence, press conferencing and

press releases on a daily basis are the best way to facilitate media access to

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 SARS information. The National SARS Movement Room has made efforts

to keep up with the latest media on SARS.

6) Communicate directly with the public involved

The person managing the crisis should always communicate with the staff

who are the SARS epidemic team. Doctors, nurses, support staff should be

provided with sufficient information. The MOH has directed all personnel

involved with SARS to communicate the pandemic to the public on the basis

of information provided by the National SARS Movement Room.

7) Focus on operations

The MOH operations went smoothly even though they were managing the

SARS outbreak. Operations at hospitals, clinics and departments run

normally and no restrictions apply to MOH staff.

8) Make plans to avoid any other crisis

The SARS crisis has opened the eyes of the Ministry of Health that troop

handling of a crisis needs to work with other heads of departments to ensure

that the emerging new outbreaks in the future can be best managed. They

need a plan or preparation to deal with the crisis available.

4.2 Malaysia Airlines Crisis

The MH 370 incident is considered a mystery because its outcome is unclear

and until now the entire world is still wondering where the disappearance of

Malaysia Airlines MH 370 aircraft. Since the first day (March 8, 2014) MH 370

was reported missing, information provided by MAS and government

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announcements vary from day to day. The MAS and the government seemed to

hide the truth as the information provided was inaccurate and dubious for the

public, especially the heirs of the victims. The problem is one of the first

tragedies in the world and no one has ever had the experience of handling this

case. Hence MH 370's communications communication by MAS and the

Malaysian government is considered unsuccessful.

The crisis that struck Malaysia Airlines following the disappearance of

MH370 and MH17 aircraft shot down had a huge impact on the company. Many

people ignore and blame the MAS blindly. Many people are unaware of the real

situation faced by MAS as a tragedy that shocked the world. However, the MAS

remains steadfast in the face of the plight and the thugs being thrown off even

though it is not true at all.

The responsibility of MAS is to the heirs. Since the first day, the related

affairs are on our shoulders "said MAS Senior Vice President / Strategic

Communications Head, Datuk Najmuddin Abdullah.

The way MAS manages the heirs, especially in terms of information

management is directly. The MAS provides caregivers (guardians) for each

beneficiary as an intermediary in delivering information. The caregiver is not just

about delivering information they are also responsible for calming the heirs when

facing or receiving information that can offend the hearts and feelings. The

caregiver provided was not part of MAS's full-time but they provided a high

commitment in providing their services. Apart from caregivers, MAS has also

helped volunteers not only to manage communications but also from various

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aspects such as managing their home in the hotel and bringing unhealthy people

to the clinic.

When the crisis occurred MAS has also opened the Family Communications

and Support Center (FCSC) in China, Australia and Indonesia to facilitate the

heirs to come to see caregivers, lawyers and government support officers for

information. In addition MAS also opens a communications center in Kuala

Lumpur that operates to make phone calls and communicate information through

other communication channels such as email, SMS, Whatsapp and others to all

beneficiaries.

As the whole world knows this is the first time that no one knows until now

where is the MH 370 flight. The debris found in the ocean can not be ascertained

by the fact that the fragment belongs to MH 370. That is why this incident is

something that MAS has never expected and the efforts made by the MAS in

resolving this communication crisis is the first attempt times and the most clear

communication to the public and the world community is seen to be unsuccessful.

This disadvantage is not due to the MAS alone but the case is too complicated to

explain because of the lack of information received about the loss of the aircraft.

Notwithstanding the difficulties or problems encountered it will be addressed if

the information on the matter is clear and complete.

However, communication between the MAS and the victim's heirs can be

categorized as well because they are in a position to help in terms of channeling

information and keeping emotions and managing their welfare while staying at

the airport while waiting for news about the victims. This is because the MAS is

responsible for all the victims involved in the MH 370 tragedy. The loss was not

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only felt by the heirs but the MAS was also victimized in this crisis as MAS lost

12 staff and they also lost the plane.

It is evidently acknowledged that MH 370's crisis management was

unsuccessful due to the lack of planning and information coordination that caused

speculation and rumors to spread in social media and foreign media. The empty

information has led the public to make assumptions and their conspiracy theories

and they believe in all the theories they create themselves. Following the problem,

it has a bad effect on the victim's heirs by raising an imbalanced assessment on

the victim's heirs' mind. Furthermore, the contradictions of information over 20

countries have made it difficult for the crisis of communication that was

experienced at that time.

Unlike the MH 17 tragedy shot down and crashed in Ukraine after being shot

by the rebel group of the country, the management of communications crisis used

is more organized and has a well-organized strategy. The weaknesses in handling

MH 370 cases were improved and ultimately MH17 crisis management led to

success.

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5.0 FIVE STAGE IN CRISIS COMMUNICATION

5.1 Pre-Crisis

Pre-crisis is a condition before a crisis arises. The seeds of the crisis are

already there so that if there is a small error, a crisis can occur. The seeds that

begin to grow at this stage are usually ignored because some aspects of the

enterprise are at risk. In addition, the company does not have a plan to deal with

the crisis.

5.2 Warning

This stage is considered one of the most important stages of the life cycle of

the crisis. In it, a problem for the first time is known, can be solved and

terminated forever, or allowed to evolve toward complete destruction. The crisis

can easily emerge at this stage because of the fear of facing 'storm' or 'problem'

and assuming it does not exist. A common reaction to this stage is shock or

denying and pretending to be safe.

5.3 Acute Crisis

At this stage the crisis began to form and the media as well as the public

began to know the problem. If the crisis has reached this stage, the company can

not keep quiet because it has begun to cause a loss. It is here that various

documents and modules for the crisis should be issued and used. Such moments

can be known whether the staff have been provided with knowledge about crisis

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management or not. Otherwise it is too late for management to get started and

solve the problem.

5.4 Clean-up

When the problem passes through the warning phase without being resolved,

then the company begins to break down the company's start up. It's time to

recover the company from the loss and or at least save whatever is left over,

whether the rest of the product (if applicable), reputation, corporate image,

performance, and production line. During recovery, companies have to deal with

matters related to law, media, public pressure, and litigation. But the wisdom that

can be taken, that is, the company can see how a crisis will arise, how to face the

crisis and to make sure the crisis will never happen again.

5.5 Post-Crisis

This is the stage mentioned earlier, that the company should react when a

crisis comes to the stage of warning. If from the beginning it is not stopped, a

crisis will occur. If the company wins back public trust and can operate again

normally it can be said that the crisis has ended.

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6.0 CONCLUSION

Communication is crucial in times of crisis. Always be open and honest to

the public. Organizational spokespersons must always be seen to control the

situation. What the spokesperson says must be supported by action.

In addition, preventive measures must be taken to ensure that the same

occurrence is not repeated and these measures must be made known to the public

to restore their confidence in the organization.

Important decisions need to be made quickly during the crisis. Hence, it is

very important for the senior or senior management officers to be actively

involved in the crisis team. Remember, even in the worst case, business or daily

business needs to be continued. That is why many organizations such as large and

multinational corporations are asking outside help to manage communication

aspects during the crisis.

The crisis communication expert services provide some advantages. They

bring a vast experience in managing such situations. They are rational and not

emotional because they have no interest in the organization. As an outsider, they

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see the problem from different perspectives and play the role of the organization's

'representative', giving honest feedback and unbiased feedback.

The crisis communication experts are always focused on the task given to

communicate effectively with internal and external parties who have interests and

the public during the crisis or in complicated situations. These stakeholders may

include staff, media, community leaders, neighborhood communities, government

officials, investors or anyone involved directly or indirectly.

Correct communication will enable an organization to effectively deal with

the crisis, maintain its reputation and accelerate the recovery process. Finally, it is

not a crisis that remains in the public mind but the way the organization reacts

and controls it. The crisis is the point of determination in the life of an

organization - how will your organization handle it?

Many companies have had a crisis in line with the history of their

establishment. What is important is that the company should be mindful and

smart in managing strategies in communication management.

In the case of SARS, the Ministry of Health has implemented 8 steps in

addressing the crisis. However, more detailed provisions need to be implemented

in order for such a crisis to happen and become more contagious in our country.

Meanwhile, for the MH 370 and MH 17 cases, Malaysia and MAS have had

much experience and lessons learned about the importance of crisis

communication. The MAS should improve its research on the issues that have

been experienced and strategize to restore the reputation of the company affected

by the disaster. In addition, the MAS should adopt bilateral communications with

the media and the public to provide updated information to interested parties.

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Media is a very important tool during the crisis. Therefore, building good

relationships with the media can prevent the company from generating negative

information and news. It is important for MAS to use effective communication

channels in disseminating information to the public.

In addition the preparations for the crisis are crucial to tackle the uncertain

crisis and at present the crisis management committee plays the most important

role to create the most effective method to deal with the potential crisis that can

happen anytime.

Every organization does not run away from the crisis that goes through

everyday affairs. But the frequency and cause of this crisis need to be emphasized

in order to succeed in organizational goals. Although the crisis in the organization

is often seen leaving a negative impact, it also has a positive impact. Crisis

control to a certain level can help increase understanding and effectiveness of

groups and organizations. Therefore, the crisis should be resolved as best as

possible by finding solutions that are appropriate to the situation. Leadership in a

credible organization will be able to manage the crisis effectively and impact on

the whole organization being led. All the variables that are the causes of the crisis

can be identified and addressed effectively.

When we are open to what's happening, we are actually opening up space for

a better solution and satisfying the crisis-facing parties. However, it all depends

on the issue of the crisis that is affecting and affecting the organization's travel.

There are things that need to be tolerant but there is also something we do not

need to do. The main thing in solving the crisis is our own attitude of patience.

Patience does not mean we do not do anything to handle the problem. If we are

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able to be patient means we are able to control anger and thus can handle the

crisis in the best possible way. Patience is indeed a blessing. If we can not be

patient, we can not afford to move anywhere. This is because of the ability to

self-control rather than the upheaval and shift in the organization, demanding that

every member of the organization have a stake and principle on factual issues.

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