There is a lot of different kind of definitions what is a risk or a crisis, but Walaski finds common ground for definitions. According to his book Risk and Crisis Communications: Methods and Messages most risks definitions have common traits that include 1) a hazard that might or might not occur, 2) understanding the severity of that threat and 3) the probability that harmful consequences might happen as a result of an action. Crisis is a situation or event that has an impact on organization and it´s timing is often unpredictable but not necessarily unexpected. The impact can affect also brand and operations with potentially negative outcome that can cause even a catastrophe not only to an organization but to the whole industry.

Risk management that is also called crisis management means that organizations try to bring about a successful outcome by evaluating and controlling risks or crises. The goal is at least to minimize the risks. Risk communication is an integral part of risk management. It is a process based on scientific principles and theoretical foundations, but risk communication focuses on the interaction between the communicator and stakeholders in order to transfer information about the crises. Crises communication is the messages given to audiences during emergency event that threatens immediately or in foreseeable future.

Fink has created four steps of a crises model has some similarities with Coombs 3 stage crises model. According to Fink who calls the first stage prodromal there can be seen clues or warning signs in beforehand that hint that a crisis is about to happen. Second stage is when the crisis breakout and there is identifiable even that triggers a specific type of damage to the organization. In chronic stage organization tries to reduce the length and effect of the crises. Last comes the resolution i.e. organization decides that the events are no longer problematic or affect numerous audiences.

Message development and delivery

Sturges gives advice to communication officers in writing press releases during different stages of crises. He says that the audience is most receptive to basic information during the acute stages of crises. The focus of messages should be around what is happening, how it is affecting audience and what they can do to protect themselves. More detailed information and dialogue with stakeholders comes only in later stages. Then the goal of messages is to keep the crisis from happening again and reestablish a positive relationship with the audience.

Berlo´s four steps of communication remind me children´s game Chinese whisperer where message is sent, received, interpreted and told forward (instead of feedback). The game doesn´t form a kind of conversation described in the text but the message is interpreted again and again by different receivers based upon their own backgrounds, experiences and opinions called filters. Filters are so called interferences that mess the original messages and that is the whole point of the game. The more the outcome differs from the original message the funnier it is to the kids.

When the crisis hits an organization management will need to be convinced of the necessity of the communication effort. Success in risk and crises communication efforts is increased by understanding the different stakeholder groups and tailoring messages to their needs. Why organization is communicating, what is wanted to achieve, how often communicated and with what content? These basic questions reveal the purpose and objectives of the communication event.

Sandman has an organization based view to the purpose and objectives while Morgan et al. base their sight on what information stakeholders want.

Sandman´s three basic senarios for risk communication are 1) Precaustion advocacy. Organisation tries to persuade the audience to be more concerned than they currently are and to take specific action. In order to achieve this simple messages are being used. 2) Outrage management. The purpose of messages is to reduce the excessive emotions of stakeholders and help it form more realistic understanding of the risk. They acknowledge the right of audience´s feelings and may even admit their mistakes. The following messages give stakeholders recommendations for more realistic actions. 3) Crisis communication. The purpose is to articulate what is happening, what stakeholders need to know in order to act properly. Messages adjust the audience´s emotional level so that it neither diminish the risk but nor cause a panic.

According to Morgan et al. audience wants to hear in crisis situation is 1) advice and answers that includes instructions so that they don´t have to try to find it elsewhere, 2) information to back up their own decisions, 3) process and framework for understanding the situation at hand.

All these messages despite the stage of crisis are influenced by communication process given by society (Lundgren and McMakin). The crisis communication can be regulated by legal issues and regulatory requirements. Also the organization may have requirements for crisis communication such as policies for communicating with stakeholders, emergency and crisis communication policy etc. The risk itself defines weather to use risk communication or not.