Harvesting the nettle

Abstract

This article is concerned with the management of a crisis situation which may occur within a business organization and which is likely to attract media attention. It is argued that the likelihood of occurrence of such an event is now much greater than it was previously – not least because of the speed of present day communications and the increased public demand for accountability. The writer contends that it is important for a senior executive to take ownership of a crisis and handle it strategically rather than allow a team of functional specialists to respond on a fire‐fighting basis. It is further argued that the most appropriate executive for this responsibility is the head of the marketing function, because of his involvement with all aspects of the business and its strategic direction.