Bangkok: The management and implementation of crisis communication strategies were cast in the spotlight at the inaugural Asian Football Confederation (AFC) Media and Marketing Workshop for ASEAN Member Associations which concluded in Bangkok, Thailand on Sunday.
Led by AFC Communications Consultant, Peter Young who was the former General Manager of Cricket Australia, the composition of the presentation was tailor made to cater to the needs of the Member Associations in the ASEAN region after a series of engagements.
Identified as a main area of focus, participants were presented with the necessary tools to build a crisis communications plan and the processes and structures required to deal with a crisis.
“After being away from the sport for two years, our federation is once again committed to ensuring that the game continues to flourish. We are the most populous country in the region with some of the most passionate fans in the world so managing our content and communications, particular during a crisis is essential for us.
“Speaking to an audience of 170 million fans can be a challenge but through this workshop, we now have a better understanding on the processes to better engage and inform them.
“I must thank the AFC for organising this workshop and I hope that we will see more of these topics discussed in the future,” said Marsal Irwan Masita, Deputy General Secretary, Football Association of Indonesia (PSSI).
Participants were also able to glean insights from case studies and best practices beyond football or sport, delving in some of the biggest crisis to have affected a diverse range of domains including the airlines, medical and shipping industries.
As part of efforts to enhance the capacities and capabilities of Member Associations, the workshop concluded with an interactive session designed to enable participants to put into practice their ability to tackle a crisis.
Moving ahead, the AFC will continue to work closely with the ASEAN Member Associations to establish and refine their respective crisis communications plans in the coming months.