Improving crisis communication at Drivego

This thesis postulates that crisis communication must improve to reduce the risks suffered as a result of any crisis that may occur in an organisation. Crisis management is a critical factor in any organisation; hence this research is motivated by the need of how organisations can prepare and deal with any crisis that may occur to such an organisation. Some of the crises that are known to affect any organisation are health-related crisis, economic crisis, violence, technical crisis, organisational crisis and any crisis related to crime or the slightest disruption which organisation has immunity of them. The theoretical foundation of this study based on corporate apologia, image repair theory, situational crisis communication theory and organisation renewal theories. The theoretical framework gives guidance on the different strategies and approaches that have been used by organisations in response to the crises that occurred to them. The research methodology used while conducting this thesis is a qualitative approach and an interview as a way of conducting the research findings. Information collected from the staff and students of the organisation by way of the interview focusing on crisis communication and management. The findings of this thesis confirm that, just like any other organisation, they are at a high risk of being affected by the crisis. Furthermore, at the end of the finding, it was noted that there is no crisis communication plan nor crisis management team in this organisation. Therefore, a final framework was developed by suggesting that crisis management can be possible by a creating crisis communication plan for the organisation. The plan will revile on how the organisation will handle a crisis. A crisis management team should be created, which will be able to communicate and manage any crisis upon its outbreak. As a concluding remark, this thesis recommends the organisation should have crisis communication before any crisis happens, there should be proper training on how to treat and deal with the crises once they occur and how should the crisis be communicated to the public and stakeholder