Crisis Management: Playing with the Tones of the Language

Nordiana Zainuddin

Universiti Malaysia Sabah

ABSTRACT

This study is conducted to identify the most appropriate approach during issue or crisis management. It used 3 local case studies of organizations and institution in Malaysia. Findings show that straightforward approach is favourable during approach-approach situation compared to non- straightforward approach as it has ability to increase the corporate credibility of organizations and institution during approach situation. Malaysians also not perceived non-straightforward response as a contributing factors for better organizational corporate credibility.

KEYWORDS

straightforward and non-straightforward responses, corporate credibility, issue/crisis management