t some point in our lives , every one of us has experienced a crisis . Whether it is a separation , the loss of a loved one , or losing possessions in natural disasters , we can relate to how it has im A-pacted our lives , either positively or negatively .
Timothy Coombs , a leading corporate crisis researcher , defines a crisis as “ an unpredictable event that can seriously impact an organization ’ s performance and reputation ”. It can also affect an individual as they too must deal with the disruptive and unexpected events that threaten their life .
For many of us , there is little to no preparation at all , so when a crisis actually occurs , we are thrust into a state of panic and disbelief and are totally oblivious as to what our next move should be . This was evident when 18 months ago , the world began spiraling out of control as an infectious virus ( Covid-19 ), without warning , pushed us out of our comfort zones and showed us that we could no longer maintain and function with old systems , but had to adapt to a ‘ new norm ’. What makes Covid 19 so ‘ special ’? How is it different from other pandemics such as The Black Death ( 1346-1353 ), the H1N1 Swine Flu pandemic ( 2009-2010 ), the West Africa Ebola epidemic ( 2014- 2016 ), and the Zika virus epidemic : 2015-present , that have devastated humanity throughout its existence and changed the course of history in the process ?
It can be argued that Covid-19 is not a crisis , but a major event . For some , that major event can be classified as another pandemic and that pandemic becomes a crisis based on the impact it is having on society . The Spanish Flu ( 1918-1919 ) suggests that we have been through what is presently taking place — wearing masks and the practice of social distancing . The difference is that the activities are done now at a greater degree , along with the washing and sanitizing of hands every second of every day . Memories of the failure of the flu mask to control the spread of the infection in 1918 have now moved persons to an unprecedented and unknown state . As such , human behavior has turned this major event into a crisis .
The question is , what do we do as individuals and corporate entities ? Do we continue to use the structural approach and display reactionary measures each time we are faced with a threat ? Or do we acknowledge that what we are faced with is systemic , and change the way we do business in a Covid world ? I believe that having a plan of action prevented me from being an early causality in the war with this pandemic . Notwithstanding , having a crisis management plan surely does not exempt you from experiencing threats , but having one can help you manage your recovery from an unexpected event . Here are some tips to get you started and equipped for the next threat that may come your way :
Firstly , in the pre-crisis phase , create a plan and identify potential risks that are likely to happen in the environment you are operating in . If a plan already exists , then review and prepare policies outlining the do ’ s and don ’ ts should a crisis arise . Next , form a crisis team and define each individual ’ s roles and duties . Additionally , general employees should be trained on potential crisis situations , be briefed on their responsibilities during a crisis and how the company intends to respond .
For small business owners , given the present economic climate we live in , training of staff may not be feasible . However , to engage this shortterm challenge , help can be sought from both the public and private sectors to aid in their business and economic recovery . It is important to note that receiving assistance from external sources should not put you in a position of complacency and dependency on temporary help . One must strive to develop new skills that will bring additional value to the company , as well as use innovative ways to drive revenue and generate new opportunities .
I am always motivated to not wallow in my present state of disappointment when I remember Joseph ’ s successful management of the food crisis ( Genesis 41:46-57 ). During the seven years of abundance , Joseph gathered up all the food and stored it in every city that surrounded them . When the seven years of plenty had ended and the famine began , it was all over the face of the earth . Joseph opened all the storehouses and sold them to the Egyptians .
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