Brenda Mussoko CSM, MPRSK’s Post

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PR | Strategic Communication Consultant

In crisis communication, Timothy Coombs teaches us that addressing issues before they escalate is key, while also outlining response strategies for effective management of crises. One common strategy I see being used by many organizations in crisis is the denial strategy in this case, shifting blame to another party. While I understand the agency's perspective and the need to save face, I believe a more effective approach would have been to first acknowledge the crisis then followed by clarifications. Shifting blame to mitigate damage may not always be a recommended strategy as this can be perceived as defensive or negligent potentially damaging the organization's reputation further. It also diverts attention from addressing the root cause of the crisis.

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