ABSTRACT
“Friction” is a term coined by Clausewitz. He said, “Everything in war is very simple, but the simplest thing is difficult. The difficulties accumulate and end by producing a kind of friction that is inconceivable unless one has experienced war”. In a crisis, when there is a vacuum, the job of the communications strategist is to fill it with the most accurate, most relevant information available. In Crisis Management: Planning for the Inevitable , author Steven Fink explains that crises are “merely characterized by a certain degree of risk and uncertainty.” Communication is so important precisely because the stakes can be so high for so many. Not only can it ruin reputations, it can cost people jobs and bankrupt companies. A crisis can be handled the right way, which is fairly, decisively, and promptly or companies can continue to try to sweep them under the rug.
