Abstract

Crisis situations are anticipated to be integral to every organization’s management plan. When crises arise, they leave behind significant financial, operational, and reputational harm. An expanding body of research indicates that crises within an organizational context, whether caused by nature or human actions, exhibit certain traits related to communication challenges.

Moreover, it is clear that there are strategies available to lessen the severity of crises in these organizations. Effective crisis communication can play a crucial role in alleviating crisis scenarios. This research examines crisis communication in companies in Cameroon, specifically drawing from the 2019 SONARA fire incident. The study focuses on the tactics employed by SONARA to manage the fire emergency and the obstacles the organization encountered.

The research utilized Coomb’s (2007) situational crisis communication theory alongside Heider’s (1958) Attribution theory. Both theories explain how individuals interpret crises based on elements connected to the event. These theories are pertinent to the research, as the experiences faced by organizations dictate the necessary course of action for addressing the crisis. A qualitative method was adopted through an interview with SONARA’s head of communications.

Key discoveries from the study indicated that SONARA conducted an emergency crisis meeting, engaged in productive media relations, and expressed empathy towards the community as effective strategies for crisis communication. The findings also highlighted that SONARA encountered significant difficulties while attempting to manage the 2019 fire crisis.

The study recommends that SONARA and other corporations establish a robust online presence and facilitate consumer engagement to improve communication strategies.

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