Preparing for the coming storm: Exploring interactions between corporate values and crisis management

One of the most prevalent corporate trends of the last several years has been the rush for companies to identify their core purpose and core values as a means to differentiate and create a sustainable winning culture. Yet even with more emphasis on stated ethical philosophies, internal crises and scandals have continued to plague corporations. This pilot project uses in-depth interviews with senior public relations executives from large companies. The project examines how companies integrate corporate ethical philosophy into their crisis planning and response procedures and concludes that, while a well-entrenched core values program can serve as a powerful tool and a framework for crisis planning and decision-making, it should not be viewed as a panacea. Further, the research finds that poorly executed values programs are destabilizing to an organization and actually make crisis response more problematic.