Crisis Management Strategies By Malaysian Smes During The Covid-19 Pandemic:A Case Study On Agenda Suria Communications

For the past 3 years,the world and its economies have been hit by the Coronavirus pandemic.This disease has not only spread worldwide threatening human lives but has also led to many organizations losing their business,going bankrupt,and closing down.This in turn has brought up the rates of unemployment,stripping people of their means to making a living.SMEs make up 98.5 percent of all businesses in Malaysia,contributing 36.6 percent of the GDP.As such they form the backbone of industrial development,making their survival even more important.Some of the industries most impacted by the pandemic are the tourism,hospitality,and events industries.The event management industry in particular was dramatically affected,as it is a business that involves people gathering in huge numbers and celebrating an occasion.In this research paper,we will study the challenges faced by Agenda Suria Communication,an event management and planning company,and the crisis management strategies that can be implemented to mitigate the financial damage caused to the organization in the case of the Covid-19 pandemic.The methodology of the research will be a triangulation of the case study method,semi-structured interviews,and document analysis of historical research.The aim of this paper is to have a greater understanding of how to apply the PPRR Theory in a more practical manner,which will prepare future SMEs,especially from the event management industry to face upcoming crises such as the Covid-19 pandemic.