No Corporate Growth Without Crisis Management "Corporate Crisis Management Capability Survey Forum" Held

On July 10, the Corporate Public Relations Strategy Institute of Dentsu Inc. Public Relations and the Center for Integrated Disaster Prevention Information Studies at the University of Tokyo's Graduate School of Information Science and Technology held the "Corporate Crisis Management Capability Survey Forum: Toward Crisis Management that Supports Corporate Growth" at Fukutake Hall, University of Tokyo, Bunkyo-ku, Tokyo. Approximately 120 crisis management and public relations personnel from various industries participated.

At the outset, Kentaro Miura, Director of the Corporate Communications Strategy Institute, delivered opening remarks, emphasizing the forum's significance: "While some executives view crisis management merely as a cost, the reality is different. Without crisis management, there can be no corporate growth."

Naoya Sekiya, Specially Appointed Associate Professor at the University of Tokyo's Comprehensive Disaster Prevention Information Research Center, presented an overview of the findings from the "Survey on Disaster Countermeasures and BCP (Business Continuity Plans) during Large-Scale Disasters (Preliminary Report)," conducted between March and April this year. He noted that following the Great East Japan Earthquake, corporate risk countermeasures have been strengthened both during normal operations and emergencies. However, he expressed concern that companies remain "too fixated on the image of the Great East Japan Earthquake," citing measures like those for stranded commuters. He argued that preparations for a major earthquake directly beneath the capital, including urban fires, should be significantly strengthened. Professor Atsushi Tanaka, Director of the Center, also addressed the potential for 3.5 million evacuees from such an earthquake. He noted that compared to past disasters, "the social environment has changed, and scientific projections have limitations," highlighting the difficulty of preparing based solely on pre-disaster assumptions.

Koichi Kitami, Senior Researcher at the institute, reported on the findings of a "Corporate Crisis Management Survey" conducted in February-March this year. He analyzed that the "foresight capability" component of the institute's proprietary "Crisis Management Pentagon Model" requires strengthening. He recommended, "Crisis management tends to be biased toward internal perspectives, so it is necessary to incorporate external evaluations from consumers, customers, social media, and external experts."

Senior Researcher Koichi Aoki of the same institute stated, "Risk will never be completely eliminated within an organization. Companies need to heighten risk sensitivity across the entire organization." He emphasized the importance of regularly and continuously reviewing crisis management manuals, conducting simulation training, and checking the effectiveness of crisis management systems.

From the corporate front lines, Shin Takamoto, Principal at Yahoo Japan's President's Office Risk Management Division, outlined the fundamental concept of crisis management from a business continuity perspective: "For a company, the first priority is survival. 'Ensuring the next phase exists' is the bare minimum of risk management." He explained specific initiatives, including examples of simulation training.

In response to a Q&A question asking, "How can external evaluations be incorporated into crisis management?" Senior Researcher Kitami cited examples of utilizing external experts: "One company operates an advisory board involving lawyers, university professors, and other experts who provide opinions from different perspectives. Another company regularly reports hearing reports compiled by media and experts to its management."

In closing remarks, Professor Tanaka stated, "Despite company-wide initiatives, crisis management personnel often find themselves isolated, struggling to determine what actions to take or how to resolve issues in specific situations." He emphasized the significance of this forum, where numerous corporate crisis management personnel participated and shared information.

Reference: Corporate Public Relations Strategy Institute series " Hone Your Crisis Management Skills. "