Page 70 - International SOS PR Report JULY 2024

7/23/24, 2:52 PM Mastering crisis management in an unpredictable world
Mastering crisis management in an unpredictable world
Adopting proactive crisis response and embracing crises as opportunities for growth and
transformation can help businesses thrive amid uncertainty

In today’s dynamic and unpredictable landscape, marked by a myriad of uncertainties, technology
breakthroughs, geopolitical shifts and disruptions, crisis management has emerged as a crucial
component of business resilience. Gone are the days when a reactive approach sufficed. Now,
proactive strategies are indispensable for weathering the storm and emerging stronger on the other
side. From pre-crisis planning to decisive response and comprehensive post-crisis recovery, a robust
crisis management framework is no longer a luxury but a necessity for organizational survival and
growth.
Integrating crisis management into organizational strategy
Many organizations establish crisis management programs simply to fulfil a requirement, which is a
positive initial step toward resilience. However, these programs often lack vision and integration
into the overall organizational strategy. Crisis management should be fully embedded within the
sustainability vision to ensure long-term viability. Crises, by definition, are situations that threaten
an organization’s viability and have long-term impacts. Therefore, a framework for managing crises
within the context of sustainable development is essential for ensuring long-term resilience.
The importance of unity in vision and strategy across different business lines within an organization
cannot be overstated. A study indicated that less than 50 percent of major organizations shared a
unified strategy and vision internally, leading to siloed operations. This lack of alignment can
severely impact the organization’s ability to manage crises effectively. The COVID-19 pandemic

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