Bangkok--26 Apr--PATA Communications
Analysing potential risks and having a solid crisis management plan can turn a disaster into an opportunity, according to a leading crisis management consultant. Mr Bert van Walbeek of The Winning Edge said: "Don't think it (a crisis)
won't happen to you. Face the risk."
PATA chapter chairpersons took part in a four-module training session entitled "For Crisis's Sake" at the "Crisis Management Seminar" during the 55th PATA Annual Conference in Pattaya, Thailand today.
In module 1, "Shocks and Threats to Tourism", he explained how to identify potential risks by analysing a range of possible events for their likelihood, severity and consequence. "Start with the 'easy' risks first," he said.
In the second module, "Responsibilities and Leadership," Mr van Walbeek said a team leader should be chosen, with responsibilities delegated among the marketing, legal, accounting and personnel departments.
He emphasised speaking to the media with one voice, setting up an operations centre in a separate location, "co-opetition" (cooperating while competing) and partnership planning. "Negative publicity can be positive, but you must have a plan," he said.
Mr van Walbeek addressed crisis management's "4-Rs" in the third module. He said standard operating procedures in the "Reduction" phase will help protect assets. "Readiness" includes designing and testing a plan, while "Response" emphasises saving lives, controlling the situation and communicating with stakeholders and the media. During
the "Recovery" phase, "speed is critical to save money".
The final module covered media and information management, the objective for which was protecting one's reputation. "If you don't control risks, risks will control you," he said.
At the seminar's conclusion, Mr van Walbeek presented the attending chapter chairpersons with their "Master's in Disaster", a PATA crisis management training kit of reference books and CDs.
PATA Vice President-Development Mr Peter Semone said the kit was available to all PATA chapters to train their members in crisis management.
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