Paracrisis

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    • 00:11

      W. TIMOTHY COOMBS: Paracrisis is a termthat I coined a few years back whenI was doing a keynote address in Finland.I was trying to capture what was going on, that organizationsare facing these situations that people were calling crises,but they weren't really crises.You wouldn't assemble your crisis team,and treat them like a regular crisis.What a paracrisis is is when an organizationhas to manage a crisis risk in public.

    • 00:33

      W. TIMOTHY COOMBS [continued]: So you have to manage that risk in full viewof your stakeholders.That's a relatively new concept, because what's happenedis social media has made that possible.That now these crisis risks actuallyappear in social media, and they play out in social media.And companies have to decide if, and how, they'regoing to engage people on these risks.

    • 00:55

      W. TIMOTHY COOMBS [continued]: You see this in many ways.A good example of it is the detox campaign by Greenpeace.Greenpeace is challenging apparel manufacturersaround the world, whether you're H&M, whether you're Zara,they are saying you should not be using certain chemicalsin your supply chain.The potential-- most of those hazardous chemicalsare actually used in dying by suppliers.

    • 01:17

      W. TIMOTHY COOMBS [continued]: And what they do is they are now leveraging social mediaand in person protests to have companiesagree to sign that deal.And it's a very long list, beginningwith Puma was the first, quickly followed by Adidas and Nike.They had them sign because they would go in,and essentially, shame them.Telling their stakeholders, look what they're

    • 01:38

      W. TIMOTHY COOMBS [continued]: doing, why are they doing this, that for the same pricethey could use non hazardous chemicals,why don't they detox?And then the companies publicly agree to detox.And try and get that out of the supply chain.And it's because that crisis riskwas manifest in social media, the pressurewas put on the organization, and they felt the need to respond.In the case of detox, the response

    • 01:59

      W. TIMOTHY COOMBS [continued]: has been for quite a large number of companiesto sign the detox pledge and to stop using those chemicals.

Paracrisis

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Abstract

W. Timothy Coombs coined the term "paracrisis" to identify the phenomenon of an organization managing a crisis risk in view of its stakeholders.

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Paracrisis

W. Timothy Coombs coined the term "paracrisis" to identify the phenomenon of an organization managing a crisis risk in view of its stakeholders.

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