Proceedings of the 1st International Conference on Language, Literature, Culture & Education 2014
ISBN 978-967-13140-0-5

Crisis Management: Playing with the Tones of the Language

Nordiana Zainuddin

Universiti Malaysia Sabah


This study is conducted to identify the most appropriate approach during issue or crisis management. It used 3 local case studies of organizations and institution in Malaysia. Findings show that straightforward approach is favourable during approach-approach situation compared to non- straightforward approach as it has ability to increase the corporate credibility of organizations and institution during approach situation. Malaysians also not perceived non-straightforward response as a contributing factors for better organizational corporate credibility.


straightforward and non-straightforward responses, corporate credibility, issue/crisis management

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