In public relations, there can be a crisis or a mega-crisis. There are multiple factors that elevate a crisis to a mega-crisis throughout global PR. A combination of political, social and economic factors work together to determine what can be classified as a mega-crisis (Yen, Salmon, 2017). An example that encapsulates a mega-crisis is the African famine with more than 340 million people suffering from food insecurity and 280 million people suffering from malnourishment across the continent (Luke, 2025). Understanding the aspects of a mega-crisis can lead to successful solutions with long-term results, or at least be a step in the right direction to manage these crises.
How Do We Determine A Crisis From A Mega-Crisis?
In terms of public relations, a crisis is serious, but can typically be managed by taking fast action. A crisis is a situation that puts the reputation of your organization at risk (O’Connell, 2024). In public relations, a crisis can come in the form of:
- Product recalls
- Poor media coverage
- Data breach
- Financial scandal
- Factory or production plant disaster
These are all situations that require immediate action that a crisis plan is typically in place for (O’Connell, 2024). A mega-crisis requires a different, more in-depth approach. ____ The reason that the African famine fits under mega-crisis so well is because of how complex it is, it’s large scale and how many publics are effected (Yen, Salmon, 2017). A mega-crisis requires both political and managerial perspectives in order to effectively manage the situation. A mega-crisis creates two things:
- A sense of extreme urgency
- Very deep uncertainty
These two factors along with the requirement of a managerial and political perspective are heavily responsible for defining a situation as a mega-crisis (Yen, Salmon, 2017) .
Managerial Perspective vs. Political Perspective: Is This A Quick Fix Or A Deeper Change
When dealing with a mega-crisis, the strategy of how to manage it is essential. The managerial perspective is correlated with the “extreme urgency” aspect. Media pressure usually demands immediate action during a crisis. Looking at the African Famine as an example, the managerial perspective and immediate action typically does not address the deeper-rooted issue of the mega-crisis that results in the lack of long-term change. The managerial perspective will meet the urgent stakeholder needs but fail to result in long-term solutions (Yen, Salmon, 2017). The “deep uncertainty” aspect is met with the political perspective. This perspective is looking beyond the immediate needs and looking toward what can be integrated to make a long-term change that will make a difference. The political perspective is working towards making a deep-rooted change (Yen, Salmon, 2017).
Managing A Mega-Crisis: Solutions That Can Make An Impact
Knowing the difference between a crisis and a mega-crisis drives how PR professionals respond to a crisis. The managerial perspective may work for a traditional crisis well. Then quick and immediate action to extinguish the fire may be exactly what is necessary for that situation. Simply, a mega-crisis is more messy. A fast fix will not sufficiently solve the problem. They require more involvement from stakeholders, more time, and the idea that a single resolution should NOT be relied on (Yen, Salmon, 2017). From food scarcity across a continent to recalling a faulty product, the main focus is making a change for the future and not just for right now. Thinking bigger is neccessary to properly manage a mega-crisis.
Keywords:
Mega-crisis, Crisis Communication, Managerial Perspective, Political Perspective
Resources:
Luke, D. (2025, March 25). How Africa eats: identifying and stopping the hunger crisis. Lse.ac.uk; LSE Research for the World. https://www.lse.ac.uk/research/research-for-the-world/economics/how-africa-eats
O’Connell, A. (2024). What is Crisis Communication? Definitions & Strategies | Cision. Cision. https://www.cision.com/resources/articles/what-is-crisis-communication-definitions-strategies/
Yen, V. Y.-C., & Salmon, C. T. (2017). Further explication of mega-crisis concept and feasible responses.