Page 71 - International SOS PR Report JULY 2024

7/23/24, 2:52 PM Mastering crisis management in an unpredictable world
serves as an example, illustrating how organizations with a clear, unified pandemic strategy fared
better compared to those without such preparation.
To be efficient at all levels of an organisation (strategic, operative and tactical), a crisis management
program must be fundamentally aligned with the organization’s strategic goals for all three phases:
pre-crisis, crisis response, post-crisis.
The foundation of crisis management: Preparing for the unforeseen
Preparedness is the foundation of effective crisis management. It is essential for organizations to
implement pre-emptive planning and action, which includes careful identification and assessment of
possible systemic risks and the development of robust mitigation strategies. This phase usually
involves: detailed scenario planning; thorough critical threat assessments; creation of precise
protocols/procedures; building a strong and trained crisis response organization. By doing so,
organizations not only mitigate the impact of crises but also help contain the critical disruptions
from overall contamination and expedite the recovery process when adversity strikes. In a nutshell,
the ultimate aim of crisis management is to make sure there’s no crisis to manage at all!
Additionally, the role of documentation in crisis management is paramount. Keeping crisis
management documents pragmatic and simple to adapt to the complex and volatile modern
ecosystem is recommended. While some organizations adopt a ‘zero documentation’ policy,
focusing heavily on training instead, a balanced approach combining essential documentation with
extensive training is suggested. This ensures that the necessary guidelines are set while reinforcing
the right habits and responses through hands-on practice. Ultimately, crisis management is about
maintaining the organization’s minimum viable functions and ensuring business continuity. The goal
is not only to manage crises but also to prevent their spread to other areas of the company. Through
effective integration of crisis management strategies and rigorous training, organizations can
enhance their resilience and capability to navigate crises successfully.
Executing crisis response: Swift and strategic actions
During the crisis response phase, when a crisis arises, it is crucial to respond and act swiftly and
decisively. Having robust systems and mechanisms in place to mobilize resources, communicate
clearly, and carry out predetermined response protocols is necessary. This entails utilizing reliable
information (facts only) and state-of-the-art technology to support real-time decision-making,
coordinating seamlessly with both internal and external stakeholders, and deploying dedicated crisis
management and coordination teams. Solutions should be devised with a long-term perspective,
considering strategic decision-making under volatile conditions.
Organizations can successfully prevent the crisis from worsening and minimize its negative effects
on their operations and reputation by embracing a proactive stance throughout the crisis response
phase integrating anticipation activities all along the way. This includes continuously monitoring
potential risks, analyzing emerging threats, and staying ahead of further potential disruptions.
Furthermore, fostering a culture of anticipation during the crisis response phase involves actively
imagining how the situation could develop, both for better (opportunities) and for worse. This
means continuously evaluating possible scenarios, preparing for a range of outcomes, and being
ready to pivot strategies as needed to mitigate adverse effects or capitalize on emerging
opportunities. An increasing number of organizations worldwide are now establishing dedicated
anticipation cells focused solely on this critical task.
Learning from adversity: Post-crisis recovery and adaptation
During the post-crisis phase, organizations must focus on restarting operations. Here, restoring
personnel and operations in line with the organization’s strategic objectives is crucial. It is also a key
moment for reestablishing trust and learning significant lessons from the crisis. Post-crisis activities

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