Crisis communication: a case study of the public relations department Nzoia Sugar Company

Abstract

The problem of negative publicity and how to manage it is a critical issue for todays communicators and Public Relation Practitioners. An organizational crisis of any kind can directly influence the financial health of the organization, and quite possibly its survival. Because an organization is a system of related elements, a disruption in one area of business can affect other elements of that system.

This research is significant because it highlights the importance of crisis communication planning at Nzoia Sugar Company Limited. A poorly managed crisis can create animosity toward a company or client, dissuade investors, slow sales, cost jobs and even lower employee morale. On the other hand, a well managed crisis can earn an organization the public's sympathy, respect. and loyalty while reestablishing the equilibrium an organization system requires to prosper.

Considering the increased risks that are a part of today's corporate environment. the understanding of how and when to implement a crisis communication plan cannot be ignored. Layoffs, financial turbulence, slanderous rumors, product recalls and environmental disasters, are risks capable of eroding Nzoia Sugar Company's good image.