Crisis Management: Lessons from the Pentagon for Online Communities

The Pentagon's response to the crisis involving an attack on a Médecins Sans Frontières (Doctors Without Borders) medical clinic in Kunduz, Afghanistan, in October 2015 offers valuable lessons for managing crises within online communities. This incident, which resulted in tragic consequences, serves as a case study for understanding effective crisis communication and management.

The Kunduz Clinic Crisis

The Kunduz clinic attack, caused by a series of errors by a U.S. gunship crew and malfunctioning electronic equipment, led to the loss of 42 lives and injuries to 37 individuals. In the aftermath, President Obama and the author personally apologized to MSF's president. The U.S. government provided condolence payments to the victims' families and contributed $5.7 million to rebuild the hospital. Sixteen military personnel were disciplined for their roles in the mistaken attack, and measures were implemented to prevent similar tragedies.

The Importance of Workplace Culture

The first key lesson from this crisis is that an effective defense goes beyond having a communications plan; it requires fostering a workplace culture that encourages individuals to confront problems with integrity, accountability, and tenacity. Building such a culture can be instrumental in preventing and managing crises.

Immediate Response in a Crisis

In times of crisis, leaders must act swiftly and communicate promptly, even when complete information is lacking. Silence can create a vacuum filled by uninformed voices or rivals. Instead, leaders should pose key questions being investigated, describe actions taken, and reassure stakeholders that the situation is under control.

Taking Responsibility

Taking full responsibility, both privately and publicly, for the crisis's causes is paramount. This involves acknowledging errors, holding individuals accountable, or addressing systemic issues. Transparency and ownership of mistakes are crucial components of crisis management.

Post-Crisis Self-Examination and Reform

A robust capability for self-examination and course correction in the aftermath of a crisis is vital. Publicly investigating, addressing, and rectifying errors can enhance credibility and trust. Embracing the crisis as an opportunity for reform can lead to positive change.

Emerging Stronger from a Crisis

Today's high-pressure news environment may expose online communities to frequent and threatening crises. However, by adopting a straightforward approach, taking direct action, and demonstrating leadership and accountability, community leaders can emerge from crises with their reputations intact and potentially improved.

In conclusion, the Pentagon's response to the Kunduz clinic crisis offers valuable insights for managing crises in online communities. By building a culture of integrity, acting promptly, taking responsibility, and using crises as opportunities for reform, community leaders can navigate challenging situations effectively.