Poor communication is one of the major challenges that face companies today. Tanya Nalbandian faces this challenge in the telephone service provider company. The problem arises from the fact that service user guides and technical journals are written in a language that is too technical for a layman in technological matters. Consequently, many personnel, including Tanya, cannot interpret the information in these publications.

Although TASC is providing some assistance, many of the employees cannot access that service. This is because they feel embarrassed to display their lack of understanding, bearing in mind that all the employees are literate and intelligent. Consequently, the company is experiencing problems, selling its services to its customers. This is becoming a crisis since it is impacting negatively on the image of the company.

There are several concepts of crisis communication that can be applied to this situation. First, it is important to integrate communication strategies in the decision-making process (Cooley & Cooley, 2011). This company can solve the communication problem through policy development in which the need to use a language that is accessible to everybody is adopted. Secondly, there is pre-event planning. This involves identifying risk areas and setting appropriate responses (Seeger, 2006). This would effectively address the issue of employees being embarrassed to seek assistance. If such a problem is identified before-hand, the management of the company will take steps to ensure that the employees access help. The company could choose to have in-house training for the employees, so as to equip them with the rudiments of technical language. In addition, new employees should undergo an orientation aimed at familiarizing themselves with the proper technical language.

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