THE CHALLENGES OF MANAGING MEDIA IN THE FACE OF UNCERTAINTY

Abstract

The complexity of national crisis such as the disappearance of MH370 Malaysia airlines draws global media attention. Ineffective response by Malaysia to the media during the crisis allows numerous interpretation and speculation from a various party. Thus, this study sought to explore challenges faced by the government, particularly its spokesperson, Datuk Seri Hishammuddin Tun Hussein in handling media that contribute to the ineffective communication in managing crisis. Using the MH370 Malaysian Airlines accident as a case study, the exploratory descriptive approach was used where interviews were conducted with a media practitioner, crisis communication expert, and military personnel. Data from the interviews were transcribed and categorized to identify the common themes by conducting a content-analytic procedure. A number of challenges faced by Malaysia government and its spokesperson in dealing with media derived from this process are presented and described. This includes some measures to overcome the challenges. The findings of this study provide important insights for countrymen, mediators, and diplomats to reflect in order to improve the effectiveness of crisis communication, specifically in the face of uncertainty.