What is one of the key steps in successful crisis management? Effective stakeholder mapping! It can make or break the management of a crisis for your company or organization and it was the focus of a recent APACD coaching day held in Singapore for members of APACD.

The seminar was presented by Janice Armstrong, Associate with CS&A, a leading company in Risk, Crisis and Business Continuity Management. CS&A, founded in Hong Kong, has been working with companies and organizations across many industries for the past 25 years.

The seminar covered the definition of a crisis and how to avoid a reputation train wreck during a crisis. The importance of stakeholder mapping to retain stakeholder trust and the credibility of your company was emphasized.

Stakeholder mapping does not just mean stakeholder identification, a mistake made by many during a crisis. Effective stakeholder mapping means you need to understand your stakeholders’ perceptions and how your actions or messages during the crisis can influence their attitudes towards you. You need to map each stakeholder or group of stakeholders in detail and realize that some of these stakeholders may have conflicting agendas. You won’t be able to make everyone happy all the time so stakeholder prioritization is important. Thinking of the stakeholder map as a spider web with many stakeholders who may be inter-related is also wise.

The discussion and debate was robust during the two-hour session. The dozen APACD members who attended the seminar participated in a crisis scenario involving a cyber security crisis. The importance of comprehensive stakeholder mapping was clear in the scenario. There was also a lively discussion about the complexities faced by company or organizations in cyber security crises. 

The coaching day was hosted by Janet Loh, Communications Director at Nanyang Business School, NTU. APACD would like to thank Janet and her team for hosting the event.