Weathering the storm: mastering crisis communication for business events

In times of crisis, a robust crisis communication plan becomes a cornerstone. The imperative of delivering transparent and timely communication to navigate challenges, sustain stakeholder trust, and safeguard reputations took center stage in the "Crisis Communications" panel discussion at the Malaysia Business Events Week (MBEW) 2023 organised by the Malaysia Convention & Exhibition Bureau (MyCEB) in Kuala Lumpur.

Throughout the discussion, moderated by Xinyi Liang-Pholsena, senior editor of Meetings & Conventions Asia (M&C Asia), the resounding message from the discussion was the importance of preparedness. Anticipating potential crises and crafting a comprehensive crisis communication plan can be the difference between chaos and control.

Here are the key takeaways from the discussion:

‘No comment’ is not an option

Swift action and solution-oriented communication are key when facing a crisis. Addressing both the problem and the solution in tandem reinforces an organisation's commitment to resolving issues and recovering. Said John Burke, general manager of Kuala Lumpur Convention Centre, “Being quick to respond, letting people know that you’re trying to find out more information shows that you own the problem.”

Burke recounted an incident where a visitor's threat to harm participants went viral on social media. “From the perspective of the venue," he explained, "the key was to collaborate swiftly with the client to determine communication ownership. In this specific case, as the organiser had the quickest communication channel, we leveraged it and released a joint statement.”

Speak in one voice

A consistent message must echo across departments, maintaining clarity and unity in times of crisis. Beyond internal unity, organisations must also forge a strong external communication strategy. “Having an aligned internal narrative, where employees are on the same page, helps the efficacy of an organisation's communication strategy to external parties,” said Nadzeem Rahman, executive director, DSA Exhibition And Conference.

Speaking in one voice, both internally and externally, can effectively mitigate confusion and uphold the organisation's credibility. Nadzeem recounted the Defence Services Asia Exhibition and Conference 2022, which involved the participation of Russia, Ukraine and Belarus just as the Russia-Ukraine war broke out. While Malaysia remained neutral, concerns arose regarding potential conflicts between participants and exhibitors owing to their countries' stand towards the conflict.

“In this instance, a simple clause proved to be the game-changer and diffused the situation. But, the success of the event hinged on everyone [as the exhibition organiser] adhering to a unified narrative, especially when communicating the narrative to external parties and the media.”

Let the truth persist

“Having a crisis communications handbook is essential,” shared Ping Liu, CEO of China Star. “We want to be honest in our communication, even when addressing unfavourable situations, because it builds credibility and trust.” Having a handbook or the right protocols can provide organisations with the tools to tactfully manage the narrative, thus shaping public perception.

Reflecting on past experience, she recounted a crisis during the 2008 Beijing Olympics involving a tragic murder of her client and injury of another client and a team member while they were on a sightseeing trip in the city. The high-profile incident, which got the attention of the heads of state of both China and the US, led to an official investigation. "We upheld honesty and transparency while interacting with the investigating team. However, our responses also required diplomacy,” she explained. No wrongdoing was found for her company, and the stabbing attack has been described as an isolated incident.

Drawing upon her diplomatic service background and prior experience of being an interpreter, this experience led her to the creation of a comprehensive handbook to handle unexpected situations with integrity and tactfulness.