4. Adopting the right response strategy

Two main types of posture define possible responses: recognition or avoidance.

A closer look at reality (or at least its perception) reveals many other crisis response strategies, each of which requires a fine-tuned mastery of information and communication dynamics.

• Denial strategy: this consists of denying the organization's responsibility and rejecting all accusations. This strategy must be used with care, as it can easily backfire if the facts contradict it.

• Scapegoat strategy: here, a culprit is clearly identified internally. This strategy may temporarily protect the upper hierarchy, but it can also cause tension and resentment within the organization.

• Hierarchical strategy: this strategy minimizes the role of the top of the hierarchy and highlights...