Chapter 11.1 Introduction Crisiscommunication is needed by companies when each time a crisis arises.
Innowadays, technological advances have help a lot in any crisis situation, theyare reworking and spread out information to worldwide and to affectedcommunication in quick and less demanding ways. In step with Wolf and Mejri(2013), technological which means new media, included blogs, content drivencommunities, computer multimedia, internet website such as Facebook, Instagram,Twitter and YouTube. Social media has made a space in which individuals orgroups are progressively able to freely and namelessly express emotion, disagree,making and uncovering issues requiring a corporate reaction expressed by Coombs& Holladay (2010). The important way to reduce negative impact to theorganization’s image and reputation, is to have effective and compellingcommunication of the crisis with stakeholders and shareholders. According to LuomaVilma and Marita (2010), the organization or individual who will be crisiscommunicators need to understand, construct and convey messages in directly orindirectly way to affected stakeholders and crisis communicators and they shouldalso prepare to receive and respond immediately to feedback from theseaudiences.
In crisiscommunication, defensive strategies avoid crisis responsibility and it is endedup less successful when organization seen as having obligation during crisiswhile accommodative strategies emphasize image repair which is required asimage harm increments, corrective their action and fully apology are mustinclude. 1.2 Backgroundof the Study of KFC Malaysia KFC, which is stand for Kentucky Fried Chicken.
It is the world’ssecond-largest fast food restaurant chain, as measured by their sales,after McDonald’s. KFC has almost 20,000 locations globally in 123countries and it is specializes in fried chicken. In Malaysia, the first KFC Malaysia located at JalanTunku Abdul Rahman in year 1973. There are currently over 600 KFC restaurantsnationwide serving Malaysians great tasting chicken 365 days a year. Themission and vision of KFC Malaysia is constantly working to better servecustomers with great moments, excellent services and Finger Lickin’ Good food. 1.2.1 Fighting incident On 6thFebruary 2012, a video uploaded on YouTube and show that the fight incident taking place at KFC I-City in ShahAlam.
The video have 28 seconds and shown that a KFC employee was punching acustomer in the face in front of customers. Early in the video, a few of theblue-shirted employees charged out from behind the counter, and their manner threateninglyat the customer. The viewed of video has half of million times.
In the videoshown that a few of the workers shouted at the customer. One of theworkers was seen hold and push his colleagues in order try to calm them down,and stopped another worker that try to run towards the man. During everyone tryto calm down, suddenly one of the worker pass by others punched the customer inthe face, and grabbing his neck and kicking him into a table. Some witnessscreamed and stunned. A female workerwas quickly led back the worker who punch the customer back to counter.
The video caused a clamor to emit on Facebook, withmany people are angry about the fight incident and also the worker. AKFC Holdings spokesman told Free Malaysia Today that the company was aware ofthe video and was currently investigating the matter. KFC also post on theirofficial Facebook page to announce that the staff involved have been suspendedpending investigation.
There have many netizens comments on KFC Malaysiaofficial Facebook page that KFC Malaysia irresponsibility, and many netizensare unsatisfied about the attitude of the KFC Malaysia staff. During theincident, many netizens give negative and angry comments on KFC Malaysiaofficial Facebook page stated that KFC Malaysia failed in handle this incidentand should give apologies as immediately. After 12 days of theincident, KFC Malaysia has met and offered their apologies to Danny Ng CheeFei, who was assaulted by a kitchen crew member at I-City KFC outlet in ShahAlam.
The fast food chain’s deputy president Alan Au met Ng and his family toextend his regrets and apology during a short meeting at Wisma KFC in JalanSultan Ismail. 1.2.2 Social media – Facebook Facebook,as a social media and it is a trend in nowadays, was launched by MarkZuckerberg in 2004. It allows users to create profile pages, share posts, addphoto or video, comments and communicate with their friends. There have morethan 500 million users are using Facebook no matter at where.
According to JungKi and Nekmat (2014) defined that Facebook play an important role in socialmedia because have more than 500 million users and statistic show that 41% ofday by day active on social networking platform. More, Jung Ki and Nekmat (2014)also stated that Facebook also can act as effective tool for companies inperiod of crisis, it can allow companies to avoid crisis happen, and howeverFacebook also have threat for companies’ reputation and image if they have poorcommunication. Therefore, KFC staff fighting incident video occur, the crisisstarted on KFC Malaysia official Facebook page. Public started comments on KFCMalaysia Facebook page, and ask KFC Malaysia immediately apologize. 1.
3 ResearchProblemCrisis canbring serious negative impact to the reputation and image of organization nomatter what type of crisis. They can sometimes threaten and impact of theorganization. Social media is a trend and also globalization. Austin, Liu, and Jin (2012) notedthat the advancement of new communication technologies provide moreopportunities on communication field, make it more convenient and in two-way interceded.
This research is aim to find out how exactly does social media affect crisiscommunication. To these ends, by analyzing the crisis response strategies thatKFC Malaysia adopt in handle this Facebook crisis communication. Crisisresponse strategies, which is SCCT as a theory emphasize the public’s emotionsare based on crisis situation and also shaped by type of crisis. This studyexploratory there are some researches regarding social media in crisismanagement but the aftermath of the crisis in terms of the public’s responsetowards the company and its reputation are yet to know and the uses of socialmedia, Facebook are becoming very significant as they can become an alternativein handle company’s crisis communication whether it happen digitally or theother way. Therefore, the crisis response strategies of the company that theyadopt it when crisis and the response of public can be an interesting area tobe studied.
1.4 Research objectives 1. Tostudy crisis response strategies were adopted following by KFC Malaysia inhandle social media crisis on Facebook.
2. Tofind out the respond of the public towards KFC Malaysia use social media insolving social media crisis. 3. Therelationship between the public’s acceptance and KFC Malaysia crisis responsestrategies adopted in relation to the frequency and volume of public’s responsesgenerated on Facebook. 1.
5 Research questions 1. Whatwere the crisis response strategies adopted by KFC Malaysia on Facebook?2. Howpublic respond towards KFC Malaysia use social media in solving crisis? 3. Whatwas the relationship of public’s acceptance and KFC Malaysia crisis responsestrategies adopted in relation to the frequency and volume of public’sresponses generated on Facebook?1.6 Significance of the Study Theprevious analysis make it clear that organization should always get preparedand adopt crisis response strategies in effectively when get into crisis.
Thecause of social media crisis occur is when bad news about the organization iscirculated on social media. Therefore, organizations need to be get preparedand take it serious in issues including the following, what type of socialmedia that should be used at every stage of crisis management, the amount andtype of crisis information content that needs to be transferred andcommunicated from traditional channels to social media, the roles and responsibilitiesand skills of staff and spokesman that should handle the internal and externalcrisis communication through social media. Toconclusion, future research is required in order to evaluate the awareness andhow organizations effectively use social media as a tool to handle social mediacrisis. According to Sigala (2012) give an example that future studies may studyissues about public’s response and preferences of social media for crisiscommunication, the impact of social media is negative or positive that affectedimage or reputation of organizations. Therefore, it is important to find out explorethe organization’s credibility after the social media crisis in terms of thecustomer’s respond towards the organization. This study can help the otherorganizations to understand better on how to manage a crisis by using socialmedia.