Turning crisis into an opportunity

The rise of digital access and usage open up wider opportunities to reach your audience. However, a global platform for direct, two-way conversations also means an open field to receive criticism. Companies have to endure living under the magnifying glass or rather at the mercy of the smartphone camera and the rise of issues and crises is inevitable. This is where crisis communication plays a crucial role but is often left behind in the risk management and crisis management game plan.

Communicators, whether in-house or external, are treated as recipients of decisions instead of participants in the decision-making process. This mindset has to #shift so that communication can be given a seat at the table to advise on crises, whether they are large catastrophes or mild issues, like a social media rant gone viral. Through this session, we hope to build awareness among decision makers on the importance of preparing for crises, whether on-site or online. We would also like to emphasize the potential demand for communication practitioners who specialize in crisis communication, in an environment filled with digitally disrupted communication.

Learning outcomes from this session include:

  • Understand the thought process in managing a crisis.
  • Preparing and planning communication infrastructure.
  • Applying the golden rules of crisis communication/issues management—preparedness, assessment, respond/recover and mitigation.

In short, strategic and well planned communication can turn crisis into an opportunity.

Format: Presentation
Track: Communication Driving Business

Presenter / Ivlynn Yap / Malaysia is the managing partner of Citrine One. She is responsible for sales, business development, marketing as well as enhancing client relations. An avid speaker on communication, and more specifically crisis communication, Yap has spoken in asian business forums, invited to be moderator of panel sessions and has trained both local and MNCs CEOs. She is a certified trainer of the Human Resources Development Fund (HRDF). Under her guidance, consultancy and leadership, Citrine One was Bronze Winner for the PR Awards SEA 2017 for Best Crisis Management Category (Client: Putrajaya Perdana Berhad). She holds an an honors degree in social science (mass communication) from the National University of Malaysia (UKM), majoring in journalism.

Presenter / Sharveswary Balakirustnan / Malaysia is a managing partner with Citrine One Sdn Bhd and has over 12 years of communication agency experience. Her expertise include media & public relations, event management, campaign management and content management. Her clients over the years encompass a variety of industries—construction, property, mining, education, consumer, IT, publishing, travel, entertainment and more. She holds a bachelor of communication (honors), majoring in journalism from University Sains Malaysia (USM). She is also a member of IABC Malaysia Chapter.

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