OFFSTONE JUNE EDITION 2025

38 COMMON CHALLENGES IN CRISIS COMMUNICATION: LESSONS IN PREPAREDNESS AND RESPONSE By: Dr. Eizan Azira Binti Mat Sharif eizansharif@usim.edu.my The writer is a lecturer in the New Media Communications programme in the Faculty of Leadership and Management at Universiti Sains Islam Malaysia (USIM). Her research interests include communication technology, gamification, advertising, social media, media studies, and neuroscience. ABSTRACT Crisis communication faces multiple challenges: information overload, data scarcity, outdated contact systems, unpredictable scenarios, and lack of message visibility. This article examines these common issues and emphasizes the importance of preparedness, multi-channel communication, real-time tracking, and proactive planning. By addressing these areas, organizations can enhance their crisis response and protect stakeholder trust during critical moments . Introduction Crisis communication is at the heart of effective crisis management, bridging chaos and control. However, developing a comprehensive crisis communication plan remains one of the most daunting tasks for any public relations (PR) or communications team. This complexity stems from the unpredictable nature of crises, ranging from reputational threats to physical safety concerns, and the impossibility of planning precise communication strategies before knowing the full scope of an incident.