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CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 22
CRISIS MANAGEMENT IN PR
Overview
A public relations professional or a counsel has to be prepared for the crisis as because of his devious
nature of business he may have a magic wand to overcome them. In this lecture we will explain the
meaning, type of crisis and how does the PR professional overcome them. We will also explain the do's and
don'ts in a crisis and cover the role in dealing with opinion leaders besides suggesting the ways to conduct
interviews and to deal with interviewers and reporters.
Crisis & Public Relations
Meaning of crisis
The best meaning which is appropriate from PR point of view is that crisis means
"both danger & opportunity". Or an appropriate response to a challenge depends upon an appropriate
decision.
2 Things Necessary For Preparedness.
1. Better to have a crisis committee consisting of CEO, Personnel manager, works manager, now a days
security officer & Public relations manager.
2. These people should have regular contact by meeting for an overview & regular appraisal of the
situation.
Do's In A Crisis Situation.
Basically in a crisis situation like an individual a public relation professional or the management tends to
panic. Therefore following are important things to do and not to do in order to face and resolve the crisis in
an efficient manner. Firstly let us identify the Do's in such a situation.
·Gather all facts.
·Only credible spokespeople to speak or talk.
·Be accessible to the media.
·Report crisis yourself.
·Provide sufficient evidence of statements.
·Record events as the crisis evolve.
·Update crisis communications plan periodically.
Dont's In A Crisis Situation.
Following are the Don'ts in a crisis which must be avoided at all costs to face them effectively.
·Avoid "no comment" as it leads to speculation.
·Don't debate the subject.
·Don't attempt to assess blame, rather address & solve the problem at hand.
·Don't over react & exaggerate the situation.
·Don't deviate from corporate policy or agreed upon crisis procedures.
·Don't make "off the record" statements, there is no such thing.
A typical PR Crisis Situation
In order to explain a crisis and how to overcome them following example of
Survey report for Buner Poppy Substitution Project: (Pakistan) by PNCB is explained below:.
FACTS:
·Buner in Lower Swat where almost 1/3rd of total opium poppy was being cultivated.
·The survey was to be conducted over an area of 600 square miles or 155,400 hectares.
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Fundamentals of Public Relations ­MCM 401
VU
·It was an area with poor communication & transport facilities.
·The people living in this area were hostile to the idea of abandoning poppy cultivation.
·The concerned staff was apprehensive for non cooperation of the residents.
Objectives of the Plan, To convince inhabitants that:
·This socio economic survey was in their interest.
·That the Government wanted to develop this neglected & under-developed area.
·The Government could launch development schemes only after collecting the necessary data through a
survey.
·Furthermore the inhabitants were to be assured that the proposed development schemes would open up
new avenues for jobs & bring the area (Buner) at par with rest of the country.
Plan Of Action Adopted
Once the objectives were determined and identified following plan of action was adopted:
·Specially written articles were inserted in newspapers.
·Radio & TV was used to run special programs in local dialects (Pushto & Gojri) mainly spoken in the
region.
·Leaders of public opinion, including headmasters, notable religious figures apprised of the importance of
the survey & motivated to lend their support.
Results. Of Action Plan
The above carefully devised plan of action resulted in following manner:
·Inhabitants became cooperative and were ready to help.
·They also not only provided all help but also extended hospitality.
·The earlier resistance faded and the survey went on smoothly.
·The inhabitants were convinced that survey was in their interest and for their benefit..
How To Deal With Opinion Leaders.
·Who are opinion leaders.(Whose opinions are listened to with respect.)
·What can they do?
·They can be dangerous & / or indispensable.
·They can help or hinder.
·They have to be identified.
How To Deal With Reporters & Interviewers.
Reporters and Interviewers are generally well prepared and critical people .It is therefore essential that they
are tackled carefully and professionally.
Keys To Tackle Effectively.
Following the keys to tackle them effectively.
Interview at your place.
Here you are the Host
The big question is, why does the Journalist want an interview?
·Make sure you know your facts.
·Do your homework.
·Be articulate, as this shows confidence.
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Fundamentals of Public Relations ­MCM 401
VU
·Welcome journalists courteously. Thank them for coming.
·Do not fudge issues. Always have some answers ready.
·You are the host. They are your guests so look after them well.
Interviews In The Studio
Here you are the Guest
·How do you sound?
·Be more guarded, and don't be provoked.
·Speak slowly, confidently, in a warm attractive style.
·You should sound as if you are enjoying the broadcast and communicating with the audience.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING