ANALISIS KRISIS PADA ORGANISASI BERDASARKAN MODEL ANATOMI KRISIS DAN PERSPEKTIF PUBLIC RELATIONS

Abstract

An organization whether it’s large or small, has the opportunity to be exposed to the crisis. Crisis can occur due to an internal problem within the organization, such as procedural errors, omissions organization and unresponsible action from an employee in the organization. Crisis can also be caused by external factors such as political and economic conditions, or natural disasters. According to Steven Fink, crisis in organization passing through four critical stages: prodromal phase, acute phase, chronic phase and resolution phase. In a public relations perspective, each stage requires a communication strategy that is different in each stage. This article is the result of research on the crisis that hit Citibank Indonesia in 2010. The analysis in this research follow the stages of development of crisis explained by Steven Fink and communication activities undertaken by public relations Citibank in pre-crisis, crisis and post­crisis period. The findings in this research is the development of issue­-based on literature will worsened the image of the organization, but in the case of Citibank the issue development actually beneficial for Citibank since the central issue was shifting from procedural error to personal issue of employee.

Keywords

• crisis development stages
• phase of crisis communication management
• information gap