OFFSTONE JUNE EDITION 2025

56 UNCERTAINTY IN CRISIS MANAGEMENT: LEADING THROUGH THE UNKNOWN By: Dr. Eizan Azira Mat Sharif & Dr. Safiyyah Ahmad Sabri 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 Uncertainty in crisis management challenges traditional decision-making, demanding rapid responses under pressure and incomplete information. This article explores how leaders navigate unpredictability through agile strategies, transparent communication, emotional resilience, and scenario planning. By embracing adaptability and continuous learning, organizations can transform crises into opportunities for growth and resilience, ensuring stability amid chaos. Introduction In today’s fast-paced and unpredictable world, crises have become an inevitable part of organizational life. Whether triggered by economic shocks, natural disasters, pandemics, or cyber threats, crises threaten an organization’s fundamental structures and values. Managing such events, particularly challenging, is the element of uncertainty, an environment where leaders must make critical decisions with incomplete information, limited time, and high stakes. This article explores the nature of uncertainty in crisis management and highlights essential