Journal Resume

In every organization life (whether it is profit or nonprofit) crisis become something that cant be separated on its life. This because organization is consist of human which character is dynamic then organization turns out to be dynamic as well. Due to this dynamic movement when one condition goes to another condition, a crisis should does exist then. Crisis occurred when something unplanned and unpredicted suddenly come arise. This crisis is negative condition of the organization. However crisis can be something that gives positive effect to the organization or vise versa. This effect is depending on the way its organization handle the crisis. When the organization handle the crisis in right way, the organization possibly gain positives effect over it. Then the key on solving crisis of organization is the organization communication itself.

Image comes to be crucial in the organization since the organization live in the image. Image is the perception of the people about what they see. Then the organization need to maintain its organization activity in order to create the image of organization itself. Image comes to be a thing that organization need to be focused because when the organization public did something that against the organization tried to build up among them then the organization can loose its public. When the organization loose the public it means the organization has failed to be an organization. How could it be? There are two organization public, the internal and external one. The internal public is consist of the employee, funders, etc. Then the external public is consist of the consumer, customer, etc. Can you imagine how the organization can work when they don’t have any employee? Or could the organization operated when they doesn’t have any costumer?

Maintaining, Building, Managing Image is important thing since when there is a miss about the organization image crisis can come to live. Although crisis could turn the organization into a positive position still it cant be denied that something stable more likable rather than the unstable one. In order to creating stability of organization managing image in order to avoiding crisis and also solving crises in right way come to be the solutions.   

The journals that I would like to resume are belongs to the way organization handle its crisis. The first journal is Impact of Past Crises on Current Crisis Communication, Insights from Situational Crisis Communication Theory. This journal is authorized by W. Timothy Coombs in 2004. Another journal entitle Understanding Image Restoration Strategies from Stakeholder Approach which authorized by Chutima Kessadayurat.

The first journal would like to explain on how the crisis of organization arise in the organization. Thus the author explained about the correlation between the crises history and the organization reputation. By giving the example of case study in Philips Petroleum Company in Pasadena, Texas and using theory of Situational Communication Crisis Theory, the author proved that crisis history have effect on organizational reputation. It is explained by seeing the digram below.

The second journal which entitle Understanding Image Restoration Strategies from Stakeholder Approach explained about the way on handling crisis we need to do image restoration (Benoit’s Image Restoration Theory). She explained that Image restoration strategy focus on the message which delivered along the communication process. Then according to Benoit (1995), there are five strategies to conduct it, Denial, Evasion of responsibility, Reduce the offensiveness of the act, Corrective action and Mortification. Then stakeholder point of view comes to the focus of organization because the image of organization is actually comes form those stakeholders. By understanding the stakeholders Image Restoration strategy that the organization takes wont be failure, then the crises well-handled.

            In the end the track records of organization’s crisis can created the organization reputation. Otherwise image management failure can create a crisis for the organization. Then the solution on facing that worst scenario is by doing image restoration. This Image restoration strategy can solve the crisis as if the organization did it by using Stakeholder point of view, since the organization image and reputations comes from the stakeholder reality.

References

Coombs, W.T. (2004). Impact of past crises on current crisis communication: cnsights from situational crisis communication theory. Journal Of Business Communication, 41 (3), 265-289. DOI: 10.1177/0021943604265607

Kessadayurat, C. (2011). Understanding image restoration strategies from a stakeholder approach. BU Academic Review, 10 (1), 282-287

Resumed by Ananda Nibras Khairunnisa (135120207121018)