Pengenalan Pengurusan Krisis Organisasi Kuliah 1

Pengenalan Pengurusan Krisis Organisasi

Kuliah 1

Definisi Krisis

Krisis dan Konflik Cth krisis ekonomi krisis Kosovo konflik Chetya Krisis merangkumi- Keadaan yang merbahaya seperti penyakit Cth

H1N1- Keadaan yang mengancam keamanan dan

keselamatan- Kejadian yang boleh merosak atau memberi kesan

terhadap keseluruhan organisasiunit atau bahagian organisasi

Definisi Krisis

Kejadian yang boleh mengugat kewujudan organisasi produk yang dihasilkan unit perniagaan atau kedudukan kewangan organisasi

Kejadian yang boleh menjejas kesihatan pengguna pekerja dan persekitaran masyarakat sekeliling

Kejadiankeadaan yang boleh merosakkan kepercayaan orang ramai terhadap organisasi imej dan reputasi organisasi

Definisi Krisis

Kejadian penting yang tidak dijangkakan dan memberi kesan negatif ke atas organisasi kejadian yang berlaku dan kesan daripada kejadian tersebut boleh memberi kerosakan besar terhadap pekerja produk perkhidmatan kewangan dan reputasi (Barton 1993)

Definisi Krisis Krisis adalah satu masalah besar yang muncul secara

tiba-tiba Lerbinger (1997) ndash krisis adalah sebagai kejadian yang

membawa atau berpotensi menjejaskan reputasi organisasi serta mengancam keuntungan perkembangan dan kewujudan organisasi (Lerbinger 1997)

Krisis adalah keadaan atau masa yang tidak stabil di mana keputusan untuk berubah amat diperlukan sama ada memberi hasil yang positif yang diharapkan atau memberi kesan negatif kepada organisasi (Fink 1986)

Definisi Krisis Gangguan secara fizikal yang memberi kesan kepada

sistem secara keseluruhan kepada andaian asas dan kepada kewujudan organisasi (Pauchant dan Mitroff 1992)

Menurut Pauchant dan Mitroff krisis boleh memberi kesan terhadap kesahihan organisasi boleh mengubah misi strategik organisasi dan juga mengganggu pandangan orang ramai terhadap organisasi

Krisis adalah sesuatu yang relatif dan subjektif kerana maksud krisis bergantung kepada keperluan organisasi dan persekitaran

Krisis mempunyai kaitan terus dengan pencapaian matlamat organisasi

Pengurusan Krisis (PK)

Pengurusan krisis adalah satu kaedah yang sistematik dan tersusun bagi menangani sesuatu krisis

PK membolehkan aktiviti harian organisasi sama ada mengeluarkan produk atau memberi perkhidmatan diteruskan

Sistem pengesanan awal dibuat dengan audit Lebih kos-efektif kerana jimat kos ndash tidak

memerlukan pasukan mengurus krisis yang besar

Pengurusan Krisis (PK)

Menurut Littlejohn (1983) PK merujuk kepada penggunaan prinsip pengurusan yang dirangka bagi mengenalpasti mengatasi dan mengurus krisis

Merangkumi pemilihan ahli pasukan merangka pelan memberi latihan dan mengurus krisis

Pengurusan Krisis (PK)

Menurut Littlejohn (1983) PK merujuk kepada penggunaan prinsip pengurusan yang dirangka bagi mengenalpasti mengatasi dan mengurus krisis

Merangkumi pemilihan ahli pasukan merangka pelan memberi latihan dan mengurus krisis

Ciri-ciri Krisis OrganisasiCiri-ciri Krisis Organisasi

Mempunyai unsur kejutan tidak dijangkakan Membuat organisasi hilang kawalan Keadaan yang semakin membesar atau

meruncing Maklumat tidak cukup maklumat bertentangan Memerlukan jangkamasa membuat keputusan

yang singkat Mengugat kewujudan organisasi

Ciri-ciri Krisis OrganisasiCiri-ciri Krisis Organisasi

Berpotensi memberi kesan negatif Situasi yang mempunyai risiko yang meningkat Mendapat perhatian media dan kerajaan Mengganggu aktiviti biasa organisasi Merosakkan imej organisasi dan keupayaan

organisasi

KrisisKrisis

Berlaku secara tiba-tiba ndash krisis yang tidak dijangka seperti tindakan pihak pengganas merampas kapal terbang di India suatu ketika dahulu World Trade Centre diserang pengganas kes kapal terbang Air France terhempas dalam lautan atau produk yang dicemari dengan bahan toksid atau racun seperti kes Tylenol Johnson amp Johnson

KEADAAN-KEADAAN YANG BOLEH KEADAAN-KEADAAN YANG BOLEH MENYEBABKAN KRISISMENYEBABKAN KRISIS Kemalangan di tempat kerja Khabar angin Kematian mengejut eksekutif Kesilapan teknologi Ancamantindakan ganas pekerja yang tidak puas

hati Kerosakan disebabkan bencana alam Boikot piket mogok Sasaran pengambil-alihan Kualiti produk Tindakan undang-undang

Jenis-jenis KrisisJenis-jenis Krisis

Kegagalan komputer ndash Y2K Pencemaran Cubaan mengambil alih pengurusan syarikat Salah guna wang syarikat Kemalangan persekitaran ndash letupan logi nuklear Tembak menembak atau jenayah di premis syarikat Perletakan jawatan atau pemberhentian pengurusan

syarikat secara tiba-tiba Menarik balik produk dalam pasaran disebabkan

pencemaran dll

Jenis-jenis KrisisJenis-jenis Krisis

Bantahan daripada masyarakat setempat atau persatuan pengguna

Iklan media yang dibuat oleh pihak lawan Laporan negatif tentang produk dalam media

atau jurnal perubatan Lain-lain

KATEGORI KRISISKATEGORI KRISIS

Serangan luar terhadap ekonomi ndash perkara-perkara luaran yang menggugat keadaan ekonomi dan kewangan seperti peras ugut rasuah boikot cubaan ambil alih syarikat

Serangan luar terhadap maklumat ndash serangan dari luar terhadap maklumat penting dan sulit organisasi seperti kecurian maklumat dan khabar angin yang merosakkan

Kerosakkankegagalan berfungsi ndash kilang tidak berfungsi disebabkan peralatan dan kemudahan rosak dan pekerja yang mengahadapi tekanan kesilapan manusia kemudahan keselamatan dicerobohi

Faktor lain

ldquoPsychopathologyrdquo atau tindakan tidak siuman ndash sabotaj pencemaran produk penculikan CEO organisasi gangguan seksual

Faktor sumber manusia (kemanusiaan) ndash pekerja yang tidak bersemangat ketua organisasi yang sering bertukar ganti bahaya risiko di tempat kerja

Kesan krisis Reputasi terjejas Hilang kredibiliti kepercayaan dan keyakinan

terhadap organisasi Hilang kesetiaan daripada pekerja Menjejaskan jualan produk Keuntungan kurang Perlukan perbelanjaan tambahan Perubahan pegawai Produktiviti menurun

PENGURUSAN KRISISPENGURUSAN KRISIS

Perlu penglibatan semua jabatan dalam organisasi

Menggunakan sumber-sumber yang ada Pengurus yang boleh bertindak dalam keadaan

tertekan (stress) Pengurus yang mempunyai pengetahuan

tentang teori dan aplikasi perlakuan organisasi komunikasi organisasi etika strategi dan PR

Siapa yang terlibat

Komponen pasukan mengurus krisis pentadbiran kanan- TP pentadbiranoperasi operasi teknikal hal ehwal awam perhubungan awam hal ehwal pelanggan perhubungan pelabur periklanan

Pasukan mengurus krisis perlu bersatu dan berupaya bekerja sebagai satu pasukan

Kegagalan Mengurus Krisis

Kegagalan mengurus krisis kerana bercakap tanpa kuasa tidak tahu budaya prosedur norma organisasi (43) beri berdasarkan maklumat tidak betul yang diberi

oleh pihak lain dalam organisasi (27) mengambil tindakan yang merumitkan lagi krisis

Tindakan untuk membantu menyelesaikan krisis tetapi tidak dianggap begitu (22)

Apakah yang menyebabkan kegagalan organisasi menangani krisis

KENAPA KRISIS MENJADI SEMAKIN KENAPA KRISIS MENJADI SEMAKIN PENTINGPENTING

1 Perubahan teknologi2 Kemunculan pendapat umum secara formal3 Kadar literasi yang meningkat

CRISIS 1Faizal Tahir ldquoSUPERMANrdquo Striptease

Show 8TV Anniversary Concert Channel 8TV Venue Central Park Avenue Bandar Utama Time 830 pm to 1030 pm (prime time) Date Monday 14 January 2008 Airtime LIVE telecast

Who are involved1048766 Faizal Tahir local singer1048766 8TV producers crews and the group1048766 Cause of crisis deliberate act of striptease by Faizal Tahir for 7 minutes LIVE on air on Malaysian local broadcast station

Chronology Show was on 14 Jan rsquo08 Prime time News article (print media) was printed on the very next day

and pictures of Faizal Tahir were circulating on the Net immediately

SKMM (Suruhanjaya Komunikasi dan Multimedia Malaysia) was alerted via media reports (newspaper) SKMM initiated

own investigation on the case The case also got the attention of JAKIM (Jabatan Kemajuan Islam Malaysia) KEKKWA

(Ministry of Art Culture and Heritage) Information Ministry and Lembaga Penapisan Filem (LPF) Media Prima (MP) was alerted and the regulator asked for the recorded tape for investigation

Evaluation Evaluation of the recorded tape showed that FT had acted a planned strategy in duration of 7 minutes taken off his jacket his shirt his belt and exposing a Superman logo on his bare chest SKMM has ruled out that the act as a deliberate act of

striptease and a planned action It was a serious lapse of judgment by FT that it was lack of sensitivity of the community and inconsistent with local values

Consequences All approvals for 8TV for live concertentertainment were revoked The time frame was from 15 January to 15 April 2008 (3 months) Enforcement action was taken The station was compounded RM 5000000 Affected the HR dept in terminatingsuspending crews and staff involved The event gave high impact to the whole group and especially to Juara Lagu competition that was scheduled on 27 Jan rsquo08 (TV3)

Steps taken by 8TV in handling the crisis COO of 8TV Ahmad Izham organized a Conference to clarify and explain the repercussions of the incident to public Sponsorships HR- Manpower ndash crewsstaff suspendedterminated Future programs ndash ie Malaysian Idol and Chinese Spring Festival Faizal Tahir was banned 3 months and ordered to exercise charity works Future show case will be recorded edited and approved by LPF before airtime

Evaluation of the crisis management by 8TV Slow The group took more than 1 day to ldquodamage controlrdquo action to convey the messages to media 8TV is aware of expected crisis when airing a LIVE content No measure of quality control was taken No briefing and no training were given to crews especially cameramen The crisis had in fact brought Faizal Tahir name to rise but not to 8TV

CRISIS 2Rosnah Mat Aris Insulted the Holy Prophet Show Sensasi Channel TV3 Time 11 pm to 12 midnight Date 30 January 2007 Airtime LIVE telecast

Who are involved Rosnah Mat Aris local actress TV3 producers crews and the group Cause of crisis Rosnah the guest of Sensasi

show cited the Holy Prophet in insulting way when he married a much older woman Khadijah

Chronology Show was on 30th Jan rsquo07 Sensasi is a gossip show that conducts interviews live sessions conducted by two hosts Awal Ashaari and Intan Suraya Began its episode on 26th

Dec 06 Scheduled for a 13-episodes block News article (print media) was printed on the very next day and was circulating on the Net immediately Based on special reports by KEKWA Jakim Information Ministry and LPF SKMM was called in to investigate the case Media Prima (MP) was alerted and the regulator asked for the recorded tape for investigation

Evaluation Evaluation of the recorded tape showed that Awal Ashaari started

his interview session with Rosnah by introducing her public image to the audience as ldquomatured blonde actress had several relationships with younger men and also had acted a physical contact on her by touching her cheeks and made remarks about Botox injectionrdquo

Later in the interview session the host asked Rosnah about her opinion in having relationship with younger men when out of sudden conscious Rosnah had made remark of the Holy Prophet married an older woman name Khadijah and citing Khadijah as ldquotua nak mamposrdquo (old and near death)

It was a serious lapse of judgment by Rosnah Mat Aris that it was lack of sensitivity of the community and inconsistent with local values

SKMM ruled out that this case as lack of aspiration values in religion and cultural The lack of experience of the host in mediating the interview session had also given extra mileage in the case

Consequences The show Sensasi was terminated immediately after the episode SKMM terminated its LIVE airtime but allowed TV3 to continue the

show by recording session But TV3 chose to end the program immediately

Affected the HR dept in terminatingsuspending crews and staff involved

The event gave high impact to the whole group and especially to Rosnah Mat Aris as an individual and her acting career

The case induced controversial reports by media religious groups and political parties Rosnah was only banned by the government broadcast station

RTM for 1 year 8TV was compounded RM5000000 for breaching of license

condition

Steps taken by TV3 in handling the crisis Almost nothing TV3 only terminated the program and left Rosnah to deal with the crisis alone Rosnah was left alone

to make public apology on her own initiative through interviews with reporters

Future show case will be recorded edited and approved by LPF before airtime

Evaluation of the crisis management by TV3 The group took more than 1 day to execute the ldquodamage controlrdquo

action to convey the messages to media TV3 left Rosnah to deal with the crisis alone This showed a lack of

professionalism by TV3 TV3 should instigate the crisis plan and elicit answers from Rosnah rather than leaving her answering questions from media alone

This had caused more damage to herself and portraying bad image to the show

The crisis had tarnished Rosnahrsquos name but TV3 remains as the leading Malay channel despite its ldquosilentrdquo way in treating the crisis Question Maybe itrsquos a way to deal with it

The program was lack of value and the objective is to insult the guests

Rosnah Mat Aris was in fact ridiculed and provoked by cynical questions that were lack of sensitivity

CRISIS 3Adlin Aman Ramli and Saleem (Iklim) Drugs Remark Show AF4 week 3 concert Channel Astro RIA Time 900 pm to 1100 pm(prime time) Date Sunday 18 June 2006 Airtime LIVE Telecast

Who are involved Adlin Aman Ramli an actor assigned as permanent critic for

AF4 concert and Saleem a local rock singer (Iklim) well-known for his drug abuse Astro RIA producer and Astro group Cause of crisis Adlin commented on Faizal Ramli (AF4

student) on his performance and insinuated a drug abuse remark to Saleem guest artist for that show which Saleem felt it was targeted towards him

Chronology AF4 weekly concert - week 3 Faizal Ramli (the student) was performing a popular song ldquoBlues

Terengganu Kitardquo during his last performance The original singer Saleem made a surprise appearance and sang along with him on stage

Adlin then gave his comment on his performance by saying ldquoko jangan ambik dadahhellipisap ganja ko kena ingat ini kalau nak berjayahelliprdquo (You should never take drugs You have to remember this if you want to be successful) which indirectly had offended Saleem

Saleem demanded for an open apology by Adlin which will lead to him being sued if he fails to do so

SKMM was alerted by media report to investigate the case and demanded that the program to be seized

Evaluation Evaluation of the recorded tape SKMM found that the comments made by Adlin carried a negative insinuation to Saleem who had performed on stage with Faizal Adlinrsquos remarks were not scripted and he was being honest with his comments but it sounded harsh and carried double meaning Astro had taken steps to control criticsrsquo comments by having briefing and providing guidelines Astro also had taken steps to prevent future breach in the future by instigated the crisis plan immediately in the show itself with the help of a professional host of the show The comments were personal in nature and do not have a criminal element or affects general sensitivity

Consequences Saleem made several controversial interviews with press expressing his

disappointment with Adlinrsquos remark Media published the incident only on 20th June 2006 (2 days after the issue) KEKKWA threatened to seize the whole program Steps taken by Astro in handling the crisis Measurements for damage control kicked-in immediately Astro responded to the issue as positive message to the student as it was not

scripted or intentional A meeting was arranged on 19 June by the group and held a PC between Adlin Saleem and press Adlin made a public apology during

the PC The group also extended the public apology by Adlin in various shows that

involved AF program that was Diari AF and during the following concert night The producer had arranged for a live phone tele-conversation between Adlin and Saleem where Adlin

apologized and Saleem accepted the apology

Evaluation of the crisis management by Astro RIA

The group handled the damage control immediately and managed to control the press from publishing the news

straight away Astro RIA worked hand-in-hand with Adlin to settle the

crisis and provided him with positive back-up The crisis itself had brought Adlinrsquos name to rise

TERIMA KASIH