The book also lacks theoretical rigor, because the authors fail to provide and stick to a rigorous definition of their domain of study. They do not define nor distinguish between risk communication and crisis communication, thus overlooking to draw the fine but important line between these two types of communication.
My main dissatisfaction stems from the fact that the authors take a cookbook, list-like approach to crisis communication that is not backed up by some fundamental theoretical principles with general applicability in crisis situations. I would have liked to see a framework for evaluating and managing crises, rather than a long list of things to keep in mind.
However, there are still a lot of things to learn from the book: one can be prepared for a number of situations that are likely to come up in certain types of crises and can find some basic advice on how to deal with them; the case studies provide nice illustrations. The book is easy and pleasant reading, informative and entertaining, but I don't consider it a major enlightening contribution to the field of crisis communication.
The book is based on a wide range of examples and case studies, including an alleged worm infestation of McDonald's hamburgers and the worldwide recall by Perrier's of 160 million bottles of mineral water when word spread that the product had been contaminated by a toxic compound. For every instance cited, an appropriate communications strategy is suggested that would gain public trust and support, as well as keep business going. In addition to product use, the authors discuss industrial and institutional crises and the kinds of endemic panic to which enterprises are subject.
Communicating in Crisis is indispensable for anyone involved in the management of an organization, whether it is privately or publicly held, and for courses in corporate communication and corporate risk.
Contents Foreword, Stephen A. Greyser Introduction · What Is Crisis Communication?
1. Product Risk and Crisis Communication · Rumors · Product Contamination · Accidents · Boycotts · New Risks and New Product Crises
2. Industrial Risk and Crisis Communication · Major Technological Accidents · Setting Up or Expanding an Industrial Site · Industrial Waste Management
3. Institutional Risk and Crisis Communication · Corporate Identity Crises · Media/Legal Crises and Scandals · Industrial Restructuring · Financial Communication in Times of Crises · Internal Crisis Communication
4. Major Collective Fears and Crisis Communication · Terrorism · Major Health Fears
5. Communicating in a Crisis · Major Principles · Developing Scenarios · Communicating with the Victims · Internal Communication First · Crisis Communication and the Media · Symbolic Communication
6. Crisis Unit Organization and Operation · Unit Organization · Unit Members and Their Roles · Working Methods · Managing the Postcrisis Period
7. Training and Preparing for Crisis Communication · Case Studies · Setting Up a Crisis Unit · Simulation Exercises · Preparing for Crisis Prevention and Avoidance
Conclusion
References
Michel Ogrizek, a medical doctor by training with a background in social/cultural anthropology, is Director of Corporate Relations worldwide for the Unilever Group.
Jean-Michel Guillery, a medical doctor, is an expert consultant in the prevention and handling of risk..