Crisis Communication and Leadership Response: Expert Assessments of Prasarana Malaysia Berhad’s Kelana Jaya LRT Incident
Abstract
In May 2021, Prasarana Malaysia Berhad faced a critical crisis when a manually operated train collided with an automated passenger train on the Kelana Jaya LRT line, injuring 213 passengers. The situation worsened due to ineffective leadership and poor communication during a press conference by then chairman Dato’ Sri Haji Tajuddin Abdul Rahman, which led to his dismissal and intensified public criticism. This study focuses on communication experts' assessments of the leadership and crisis communication management strategies demonstrated by Prasarana during the incident. Using a qualitative approach, online interviews were conducted with communication professionals to explore their evaluations of the organization’s crisis response. The findings were analysed using thematic analysis and guided by the Situational Crisis Communication Theory (SCCT). Experts acknowledged that Prasarana’s use of the rebuild strategy, particularly compensating the victims, was appropriate and aligned with SCCT principles for handling a preventable crisis. However, they also highlighted weaknesses in leadership decisions and criticized the initial use of denial and diminishing strategies, which contradicted best practices in crisis communication and leadership accountability. This study underscores the crucial role of leadership in managing public perception and maintaining credibility during a crisis. It also emphasizes the need for aligning communication strategies with established theoretical frameworks.
Keywords: Leadership, crisis strategy, crisis communication management, Situational Crisis Communication Theory, Kelana Jaya LRT incident.
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