Communication as a tool to overcome crises

Table of Contents

1. INTRODUCTION

1.1 BACKGROUND

1.1.1 Crises

1.1.2 Communication as a part of Public Relations

1.2 PROBLEM DISCUSSION

1.3 OBJECTIVES

1.4 LIMITATION OF THE RESEARCH

1.5 THEORETICAL & PRACTICAL RELEVANCE

1.5.1 Theoretical Relevance

1.5.2 Practical Relevance

2. METHODOLOGY

2.1 RESEARCH JOURNEY

2.2 SCIENTIFIC PERSPECTIVES

2.2.1 Positivistic Approach versus Hermeneutic Approach

2.2.2 Deductive, Inductive and Abductive Approaches

2.3 PRE-UNDERSTANDING

2.3.1 General Knowledge of Theories

2.3.2 Specific Knowledge

2.3.3 Personal Attributes

2.4 POSITIONING OF OUR RESEARCH APPROACH

2.5 DATA COLLECTION

2.5.1 Theoretical Data Collection

2.5.2 Empirical Data Collection

2.6 RESEARCH STRATEGY - CASE STUDY

2.6.1 Qualitative versus Quantitative Approach

2.7 VALUE OF THE STUDY

3. THEORY

3.1 CRISIS MANAGEMENT

3.2 CRISIS DYNAMICS

3.3 CRISIS COMMUNICATIONS PLANNING

3.4 CRISIS COMMUNICATIONS PROCESS

3.4.1 Before the Crisis

3.4.1.1 Setting the Team

3.4.1.2 Risk Identification and Assessment

3.4.1.3 Developing the Crisis Communications Plan

3.4.1.4 Warning Stage

3.4.2 During the Crisis

3.4.2.1 Point-of-no-Return

3.4.2.2 The Response Stage

3.4.3 After the Crisis

4. EMPIRICAL DATA

4.1 ABOUT BAXTER

4.1.1 History

4.1.2 Global Presence

4.1.3 The Case

4.2 CRISIS MANAGEMENT

4. 3 CRISIS COMMUNICATIONS PROCESS

4.3.1 Before the Crisis

4.3.1.1 Setting the Team

4.3.1.2 Risk Identification and Assessment

4.3.1.3 Developing the Crisis Communications Plan

4.3.1.4 Warning Stage

4.3.2 During the Crisis

4.3.2.1 The Point-of-no-Return

4.3.2.2 The Response Stage

4.3.3 After the Crisis

5. ANALYSIS

5.1 CRISIS MANAGEMENT

5.2 CRISIS COMMUNICATIONS PROCESS

5.2.1 Before the Crisis

5.2.1.1 Setting the Team

5.2.1.2 Risk Identification and Assessment

5.2.1.3 Developing the Crisis Communications Plan

5.2.1.4 Warning Stage

5.2.2 During the Crisis

5.2.2.1 The Point-of-no-Return

5.2.2.2 The Response Stage

5.2.3 After the Crisis

6. CONCLUSIONS

6.1 RESULTS AND RECOMMENDATIONS

6.2 REFLECTIONS AND CRITICS

6.3 SUGGESTIONS FOR FURTHER RESEARCH

Objectives and Thematic Focus

This thesis examines the role of communication as a critical tool for organizations to successfully navigate and overcome crisis situations. By performing a deep case study analysis of Baxter's experience during the 2001 medical supply crisis, the authors aim to identify how effective communication strategies are implemented and where improvements in organizational preparedness can be made.

• Crisis management strategies and the organizational communication process.
• The relationship between internal preparedness, stakeholder management, and reputation.
• Analysis of specific stages of a crisis: before, during, and after.
• Evaluation of communication channels and the use of crisis response plans.
• Practical insights and guidelines derived from the Baxter case study.

Excerpt from the Book

Summary of Chapters

1. INTRODUCTION: Outlines the research background, defines the core crisis concepts, and establishes the objectives and scope of the study.

2. METHODOLOGY: Details the qualitative research journey, focusing on the hermeneutic approach, data collection methods, and the rationale behind using a case study strategy.

3. THEORY: Provides a comprehensive literature review on crisis management, crisis dynamics, and the structured steps involved in effective crisis communications planning.

4. EMPIRICAL DATA: Presents the case study of Baxter, covering its history and a detailed account of how the company managed its 2001 product crisis.

5. ANALYSIS: Combines the theoretical frameworks with the empirical findings to evaluate Baxter's performance at different stages of the crisis.

6. CONCLUSIONS: Summarizes the key findings, offers practical recommendations for future crisis preparedness, and suggests directions for further research.

Keywords

Crisis Management, Communication, Public Relations, Crisis Dynamics, Stakeholder Management, Baxter, Case Study, Risk Assessment, Crisis Planning, Crisis Communication Process, Media Relations, Corporate Reputation, Internal Communication, Qualitative Research, Crisis Preparedness

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis focuses on investigating how communication functions as a strategic tool for organizations to overcome crises effectively and maintain their reputation.

What are the central thematic areas covered in the work?

The work covers crisis dynamics, crisis management procedures, the development of communication plans, stakeholder engagement, and the post-crisis evaluation process.

What is the main objective or research question?

The primary research question is: "How does communication serve as a tool for an organisation to overcome a crisis successfully?"

Which scientific methodology is utilized?

The authors adopt a qualitative, hermeneutic approach, utilizing a single-firm case study of Baxter to gather in-depth empirical data through interviews and documentation.

What does the main body of the work address?

The main body examines the theoretical stages of a crisis (before, during, and after) and applies these frameworks to the practical actions taken by Baxter during their 2001 product recall.

Which keywords characterize the research?

Key terms include Crisis Management, Communication, Stakeholder Management, Crisis Planning, and Corporate Reputation.

How does the thesis evaluate the "Point-of-no-Return" stage?

The authors analyze how Baxter handled the immediate aftermath of the crisis discovery, noting the speed of their response and the strategic withdrawal of the affected product.

What does the author conclude regarding the "Warning Stage"?

The analysis suggests that Baxter's failure to recognize early warning signs meant the "warning stage" as defined in theoretical literature did not effectively occur in the Baxter case, leading to an immediate escalation.