Media crisis management in Malaysia seems to be getting from bad to worse. As the 1MDB crisis unravels, it is clear that our leaders have not learnt the lessons of MH370.

CEOs, Public Relations Officers and those in Corporate Communications would do well to learn those lessons if they seek to manage crises in their organisations better.

When MH370 disappeared, Malaysia was on the world stage and the wrong image of the nation was conveyed at press conferences by Malaysian officials.

On MH370, even Prime Minister Prime Dato’ Seri Najib Tun Razak commented:

“But we didn’t get everything right. In the first few days after the plane disappeared, we were so focused on trying to find the aircraft that we did not prioritise our communications.”

"The local and international media continued playing up the crisis, especially the negative aspects about the officials’ responses. Weak responses in press conferences and inept knowledge, skills and training of the responders showcased how Malaysia performs poorly in managing crises."

The low level of professionalism and confidence was painfully clear as relatives of passengers and the rest of the world watched closely.

While attending and observing the press conferences for more than two weeks, it was obvious to me that some, but certainly not all, of the spokespeople were neither well trained nor properly advised about managing the media in a crisis.

They took it for granted that it was easy to manage the media. As a result what evolved at the press conferences turned into a media circus.

The reputation of Malaysia Airlines and the government was affected very negatively by observations and perceptions created by the media.

With more than 300 media organisations in Malaysia at the time of the crisis, the impact of broadcast and multimedia technologies on public opinion hurt the nation’s image.

Our leaders assumed communicating in a disaster was easy. Professionalism and communication skills among our leaders showed their weakness in responding to tough questioning at the press conferences as the world was tuned in to Malaysia.

Both Malaysia Airlines and the government failed to understand how to respond appropriately and take the right actions. They failed because of the lack of training, practice and preparation on how to manage the media.

They lacked the knowledge and experience in facing the media and how to stay cool. In a crisis, it is imperative to prepare for the worst by staying calm. Most of all rehearse, brainstorm, anticipate questions, be brief and be honest.

Any organisation that develops good relationships with the media is one that promotes the organisation and its business.

Positioning, seizing media opportunities and performing well is the way to succeed in a crisis. Whenever a crisis is badly handled, the organisation is doomed. Its very survival is at risk, its reputation and standing are damaged and its stakeholders, as well as the media, will withdraw their support.

1MDB is going through this crisis because very little is explained to counter allegations, and without explanations, rumours become taken as the truth. Spinning does not help as the truth will ultimately surface.

The days of ignoring the media are gone. If you fail to communicate, you fail to succeed.

M KRISHNAMOORTHY will be conducting a two-day workshop with Campuskini on Facing the Media: Navigating Crisis Communications & Public Relations . Malaysiakini's top editors will also be providing input, all are welcome!