Selecting qualified crisis management consultants
This is the third and last of a three-part series of contributions about dealing effectively with crisis management situations on the Korean scene. - Ed.
About 10 years ago, foreign businesses accounted for more than an 80 percent share of the clientele of Korea`s PR industry. Today, however, over 80 percent of the major PR clients are now either Korean enterprises or public organizations/agencies of
Nowadays, in
First, instead of simply being aware of the name brand of a PR firm, it is necessary to closely examine its experience in dealing with crisis management situations in
Moreover, this track record must include in-depth knowledge of Korean-style execution and communication with domestic stakeholders. Understand a consultant`s past performance, in terms of the number of crisis situations that it has handled and the final outcome, to verify its professional capability.
Second, make an assessment of the consultant`s individual qualifications, not only in regard to his or her English fluency, but also their specific experience in dealing with crisis management. Decent English skills are convenient for a foreign client; however, it is far more important for a crisis management professional to possess the ability to communicate effectively with the domestic media and related stakeholders, even when this might require an interpreter.
This might seem to be an overly narrow viewpoint, but in the case of a crisis in
Avoid a competitive bidding process
Third, do not select a crisis consultant through competitive bidding. A competitive bidding process is best suited for outsourcing the routine PR functions that do not require the involvement of specialists. Even in a crisis situation, certain businesses will seek to select a crisis consultant through competitive bidding. This shows a lack of understanding of the overall situation or an appreciation of the needed professional services, while the end result is likely to be inferior as well.
As for the business sector and society of
Fourth, understand the consultant`s capability in regard to proactive crisis management as well as after-the-fact crisis management. An individual consultant will often have developed expertise in particular areas. Just as experienced physicians will develop an area of specialization, a crisis management professional acquires certain strengths, based on his or her work experience.
In some instances, a foreign business is not able to contract for the services of an outside consultancy firm, but it can still be helpful to retain an individual consultant in an advisory capacity. The services of a crisis management agency or an individual consultant can be tailored to accommodate the specific needs of a client.
Finally, it will be well worth your while to maintain a crisis management consultant on a long-term basis. Regardless of whatever kind of crisis you might encounter, if your business is not well prepared in advance, then your initial response is bound to be too slow and disjointed.
In terms of your personal well-being, a healthy lifestyle calls for regular medical checkups, proper exercise and diet and continuous monitoring of warning signs. The same is true for corporate crisis management, which requires regular consultations, establishing and refining of system procedures, and follow-up measures to assure full preparedness for dealing with any unexpected incident. Based on your business management expertise, and the continued growth of the Korean economy, I look forward to the further success and prosperity of your enterprise in
By Kim Kyong-hae
Kim Kyong-hae is president of Communications
