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Developing a crisis management program is not an easy job for an organization. The process of performing crisis management can vary; furthermore, it requires the integration of knowledge from various fields such as decision-making, media and community relations, environmental scanning, risk assessment, crisis communication, evaluation methods, issue management, and reputation management. This study presents a case of crisis management at an Indonesian socio-entrepreneur start-up company that was criticized on Twitter for its outdoor media content in a public transportation setting. In this case, the content was criticized for offending certain groups as articulated by feminist critics as it was considered to be insensitive to the issue of sexual harassment. This criticism became a controversy among Twitter users, which led the company to release a clarification. As a form of crisis management, the company also withdrew the content from public spaces. Through a semi-structured interview with the Public Relations Manager, two findings from this case yielded important lessons for the company. First, their quick response was needed to address the feedbacks from social media. Second, they must pay attention to sensitivity when creating content so as not to offend any particular community or group in the society.

Crisis Management Implementation for an Indonesian Crowdfunding Start-Up: Content Criticism on Twitter for an Outdoor Media Advertisement