A different philosophy on crisis management.

This is a practical book, compiled from a series of crisis management projects carried out over the past decades, but it also distills fundamental principles that help readers redefine the nature of crises and how to deal with escalating dangerous situations to avoid negative impacts on businesses, organizations, and individuals.

The book launch event for "Crisis Doesn't Start with the Media," held on Vietnam Revolutionary Press Day, June 21st, attracted the attention of journalists, industry experts, and business leaders from various fields.

This is the debut book by author Le Quoc Vinh - journalist, Chairman of the Board of Directors of Le Bros Company, co-founder of Elite PR School, a practical PR training unit, in collaboration with RIO Book and published by Dan Tri Publishing House.

Author Le Quoc Vinh at the book launch.

With nearly 30 years of experience in media and journalism, the author has directly collaborated with numerous domestic and international businesses and corporations in handling media crises. All the valuable knowledge and lessons learned from that journey have been compiled in this book.

Sharing his thoughts on the book project he's been working on for two years, journalist Le Quoc Vinh said: "We're all familiar with the term 'media crisis.' But, for me, understanding a crisis only in the media leads to the wrong approach to handling it. Many businesses simply remove or cover up negative information, thinking they've resolved the issue."

But that's not the case; the behaviors or attitudes that caused the crisis still linger in the public mind, even spreading like an undercurrent, destroying the company's reputation. Furthermore, this kind of crisis management will cause many negative consequences later on, destroying public and community trust. This book offers a different philosophy on crisis management, forming the foundation for brand management."

Family and colleagues came to congratulate journalist Le Quoc Vinh.

According to author Le Quoc Vinh, crisis management methods that involve preventing negative information from appearing in the press and media not only fail to yield positive results for businesses but also contain many long-term consequences, seriously affecting their reputation, honor, and public trust.

The fundamental cause of this mistake stems from a misconception about PR – public relations, with the mindset that PR is about creating a glittering aura for businesses and individuals in the media, while its essence is managing positive relationships between brands and relevant target groups.

A simplistic understanding of the role of PR leads people to believe that crisis management simply means preventing negative information about the brand from appearing in the press and media. With the development of digital media and powerful social networks, new communication channels, and OTT applications infiltrating every aspect of life, if the root cause of a problem isn't addressed, it can be the seed of a larger crisis.

The team that created and designed the book shared their work at the event.

Regarding the role of media professionals, author Le Quoc Vinh emphasizes that the ultimate goal of those handling media crises is to provide the press with the most truthful and accurate information possible, in order to offer a multifaceted and objective perspective.

"Communication professionals are like lawyers. Their job isn't to create something out of nothing, to turn black into white, but to provide those in positions of authority with the most objective information possible to reach a final conclusion, without exaggerating the company's mistakes, and certainly not allowing the company to be unjustly accused," said Mr. Le Quoc Vinh.

Any delay, bias, or deception on the part of crisis handlers has the potential to worsen the crisis, with the public and the business itself suffering the consequences.

Ms. Nguyen Thi My Dung, mother of journalist Le Quoc Vinh, attended and congratulated the author.

Through its three sections, the book presents a range of crisis management methods, emphasizing three key elements: thorough incident resolution, objective information control, and humane action: Part 1 - The Core of Crisis; Part 2 - Crisis Prevention; Part 3 - Crisis Management.

Upon its release, the book garnered attention for its approach to a problem that is a "pain point" for many businesses and a difficult challenge for those practicing communications.

Currently, the book "Crisis Doesn't Start with the Media" is being exclusively distributed by RIO Book Vietnam Joint Stock Company. The book was officially launched on RIO Book's platforms on June 24th.

Hoang Anh

Source: https://www.congluan.vn/cuon-sach-khung-hoang-khong-bat-dau-tu-truyen-thong-triet-ly-khac-ve-xu-ly-khung-hoang-post300245.html