4. ▪ Short summary of the case;
▪ Key actors and their stake in the case;
▪ Locate the case geographically;
▪ History of the crisis;
▪ The most important elements of the crisis;
▪ period of the crisis and crisis communication
concerns;
Introduction
5. Research Goal and Questions
Which strategies of SCCT can be useful for responding?
Who are the main stakeholders and how does this
matter affect them?
How can repair the damaged reputation of responsible
according to SCCT?
Goal
Repair the damaged reputation of government which was
harmed after Khair Khah market burring and goods stolen.
6. Crisis Audience
Crisis audience and crisis responsible
Stockholders
Shopkeepers
Markets owners
Street peddlers
Crisis Responsible
Government
Kabul police
Fire Station
Kabul Municipality
Constrictors companies
Shareholders
Business and
industry chambers
Union of Investors
Banks and Money
exchangers
7. Type of crisis
Organizational
misdeeds
• Crisis management is the process by which an organization deals with a disruptive
and unexpected event that threatens to harm the organization or its stakeholders. It
includes Crisis of Deception, Crisis of Skewed Management Values and Crisis of
Management Misconduct (Management study HQ).
8. Burning a thousand
shops
More than ten millions dollars
damage to the private sector
Stolen property during
the fire and protest
Visit of chief executive from
the place of fire
12 hours fire in the
heart of the capital
The situation of fire crisis and Ruins left
9. Main Cause of the Fire
• Kabul police tell the cause of the fire crisis:
• Electricity cable connection;
• Weak management of the owners;
• Non-planning of the market place;
• Kabul mayor tell the main cause of the crisis:
• Old buildings, and lack of attention to safety precautions;
11. ▪ Coombs and Holladay put forward SCCT in 1995;
▪ Crisis are negative and people are looking for responsible;
▪ ways to protect reputation of organization
Research Theory
SCCT Situational Crisis Communication Theory
Victim: Low responsibility
Accident: minimal responsibility
Intentional: strong responsibility
Responsibility
levels
13. 13Page .
▪ Press conference (NOT APOLOGY)
▪ Press release (JUST INFORMING)
▪ Goods stolen was (REJECTED)
▪ Visiting the burned area (SYMPATHY)
▪ Promise to REBUILT Market (BROKE THE COMMITMENT)
▪ WHAT STRATEGY IS THIS?
What Was Done?
14. What strategy should be done?
Rebuilt
Apology
Compensation
Sympathy
Victimization Feedback
15. What TACTICS should be taken?
Tactic #1: In first hours of firing hold an urgently press conference for give initial
information for media to control rumors and inform stakeholders to keep far away
from burned market due to not suffer any health problem.
Tactic #2: Release of statements by the government and separately by police,
share initial information;
Tactic #3: After controlling the fire, hold a press conference (preferably) in the
burned market and show sympathy to victims and say excuse about fire fighters
delay, in this conference high ranked authorities should attend and talk;
Tactic #4: Announce executive manager promise for rebuilding market and fallow
it until implementation;
16. Strategy tactics
Tactic #5: Correct misinformation specially about stooling businessmen goods;
Tactic #6: Conducting a meeting for victims to express sympathy by ranked
authorities spicily president for sympathy;
Tactic #7: Government and police spokesmen should be appear in media and
interviews;
Tactic #8: Frequently monitor media attention
Tactic #9: Be in touch with people through social media due to share new
information and get feedback.
17. Conclusion
This crisis burned 5 Markets (1000 shops), 10 Million US financial loses.
This crisis had HISTORY background.
This crisis was due to NEGLIGENCE.
Type of crisis is ORGANIZATIONAL MISDEED.
Research theory is SCCT, STRONG RESPONSIBILITY level.
Response strategy should be REBUILT and victimization.
Specific TACTICS should be taken to implement rebuilt strategy.
Response strategy was between DENIAL and DIMINISHMENT.
