[Training Column] Apology Press Conferences and Crisis Communication: Perspectives on Minimizing Damage [Updated 20251101]

I am Takagi, your instructor.
Drawing on my experience as a former radio station announcer and news reporter, I conduct "Crisis Management and Media Relations Training" and "Explanation Skills Improvement Training" for local governments and public institutions across the country.
Our theme this time is as follows.

This time's theme is:
"Apology Press Conferences and Crisis Communication: Perspectives on Minimizing Damage"

"Emergency press conferences" held when scandals, troubles, or accidents occur are technically categorized as"crisis communication."

"Crisis communication?"

That sounds like a difficult term.

This term, "crisis communication," is often used in conjunction with "risk communication." Let's explain the terminology again.

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■ Risk Communication
Sharing accurate information about risks during normal times and seeking mutual understanding through exchanges of opinions. This includes information dissemination, public comments, etc.

■ Crisis Communication
Communication activities during emergencies or crisis situations. Almost synonymous with "crisis management public relations." Public relations activities aimed at minimizing damage, fostering external understanding, changing behavior, and promoting cooperation through information disclosure to news organizations, the web, and various media.

I think many of you may not immediately grasp this terminology.
Therefore, I think it is easier to understand if we think about a "factory that handles chemical substances."

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[Case Study] Examples of terminology usage at a chemical factory
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■ Risk Communication Example
Careful, ongoing explanations by business operators to local residents and stakeholders.
Activities such as disseminating information on websites and engaging in dialogue with residents.

(Comment example)
"At our company, we always operate with consideration for the environment while handling these types of chemical substances."
Such explanations and dialogues.

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■ Crisis Communication Example
Information disclosure during emergencies, such as when those chemical substances are released externally due to accidents or disasters. Explaining the situation and future safety measures through emergency press conferences, web information disclosure, etc.

(Comment example)
"At [Time] on [Date], a chemical substance leak occurred due to vibrations from a major earthquake."
"We believe there is no health damage resulting from this external leak."Such explanations.

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Both "risk communication" and "crisis communication" are important. Provide careful explanations during normal times and provide explanations promptly during emergencies. I would like all public relations personnel in local governments, companies, organizations, and groups to be conscious of both.

Let's return to the topic.
I mentioned that an "emergency press conference" is a type of "crisis communication." It becomes a "communication activity during an emergency or crisis situation" after a scandal, trouble, or accident has occurred.

The point to be conscious of in this "crisis communication" is"minimizing damage.".

Recently, there have been occasional cases where formal emergency press conferences (apology press conferences) are held without being mindful of this "minimization of damage." ...

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