Founded in 1979 by Ray Argyle, Argyle is one of Canada's fastest-growing PR firms. Argyle offers award-winning communication initiatives, fresh thinking and the senior-level client service to help its clients build strong reputations and brands through public relations. The article by Daniel Tisch discusses six key ideas to deal with crises or disastrous public relations and to what extend they were applied by Malaysia Airlines’ crisis communication. There are some praiseworthy qualities of its crisis communicators: the readiness to encounter unexpected circumstances through a ‘dark site’ which was built especially when a crisis hit; the activeness in raising voice to calm the situation and a showcase of sincere sympathy with their stakeholders. …show more content…
2009) accords with the author’s belief in the importance of the entire organisation being ‘on guard’. Pre-crisis planning is a significant aspect for every PR company, as a study reported by the Institute for Crisis Management (cited crisisexperts.com) that only 39% of companies’ crises burst suddenly onto the scene while 61% had been smouldering situations that eventually ignited. Subsequently, the article emphasizes that a quick response and full disclosure help ease the case. Likewise, Ronald (2013) pointed out that silence is not an acceptable response during a crisis. Instead, providing all accurate and verified information with an appropriate manner is the key to full disclosure, and immediate response being accessible to the publics (preferably via social media) as quickly as possible. As a result, I came to an insight that the two keys to crises are having an up-to-date, workable crisis plan and taking positive actions. The last tip to recovery is also important, since it helps end the agony and build back credibility. I can associate this with Tim Wallace’s point of view (2001), that we should “admit blame if it’s due, then quickly focus on what you are doing now rather than on what went