In a fast-paced world where news spreads rapidly online, organizations can face severe reputational and financial losses within hours of a crisis. So, what can be done to mitigate risks and contain the damage?

Lavender Cheung, Director of Communications and Public Relations at CUHK, shared valuable insights into crisis management during our “CEO 123 Tell Me More” talk on 12 March.

Before her current role, Cheung accumulated over 16 years of experience as chief anchor and Japan correspondent for i-Cable News, Hong Kong’s first 24-hour news channel, which gives her a unique perspective on crisis management. 

Cheung explained that crises are urgent events requiring immediate action for an effective response, such as a pandemic outbreak, airplane crash or food poisoning incident. If not managed properly, these situations can lead to serious  consequences.

The process of crisis management begins long before a crisis occurs; prevention is always better than cure. “It is essential to have everything in place so that everyone can act swiftly if a crisis arises,” she emphasized. Organizations should establish a stakeholder network that includes customers, staff, media, the public and authorities, while also understanding their diverse needs and expectations. Developing a risk alert plan and conducting regular reviews with management are also crucial steps.

“Since a crisis cannot be undone, our goal is to contain the damage and wait for it to gradually subside,” noted Cheung. Fortunately, public attention often shifts to newer incidents within 24 hours. While waiting for the crisis to fade, it is important to engage with the media and respond to inquiries with caution.

Using data and examples, repeating key messages and demonstrating team spirit are effective strategies for handling media inquiries. Conversely, organizations should avoid excessive information, unnecessary commitments and complex terminology.

She also shared real case studies to illustrate different approaches to crisis management. There is no one-size-fits-all solution for managing crises, so flexibility in adapting to changing circumstances is essential.

During the interactive Q&A session that followed, Cheung reflected on her journey as a PR professional, working mother and former HKGCC staff member – making her return to the Chamber a kind of homecoming.