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CMN 3144 Chapter 12-13.docx

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Rumaisa Shaukat

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CMN 3144 Public Relations Crisis Communication Public Relations and Marketing (Slide 1) Even though we have good standing, crisis’s still arise (Slide 2) “Problem” or “Crisis”?  Crisis o Escalating in intensity o Falling under close scrutiny o Interfering with operations o Jeopardizing image o Damaging the bottom line  Problem o Is a major event that has potentially negative results o May significantly damage an organization and its employees, products, services, financial condition, and reputation (Slide 3) Crisis Dynamics –Review Slide (Slide 4) Crises can bring Opportunity  Heroes are born –anyone who can give you a valuable suggestion (shows you what they can do beyond what is needed)  Change is accelerated – organizations feel the pressure and consider changes that they wouldn’t normally consider  Latent problems are fixed  People can be changed – whether hiring, or current members change attitude, termination  New strategies evolve – people learn new lessons  Early warning systems develop  New competitive edges appear – Even those not willing to work together may change cohesiveness (Slide 5) Crisis communications Planning  Step One: Risk Assessment – Identify the threat itself, limits, compromises etc What needs to be done? (Generally done before the crisis happens in case of emergency)~~ Proactive stage~~  Step Two: Developing the Plan – You will do everything. Create a crisis management team, or information center. All the preparations will be done at this stage ~~Strategic Stage~~  Step Three: Response – Execute your plan. Make a statement, press release etc ~~Reactive Stage~~  Step Four: Recovery – Not something you will see overnight. How you come out of the situation. Post evaluation. How you handled the situation? Values, post values (Slide 6) How various organizations respond to crisis:  Attack the accuser  Denial  Excuse  Justification  Ingratiation – You want to divert attention  Corrective action  Full apology (BEST Solution) (Slide 7) How to communicate during a crisis  Put the public first  Take responsibility  Be honest  Never say “No comments”  Designate a single spokesperson *You do not more than one person spokesperson*  Set up a central information center  Provide a constant flow of information  Be familiar with media needs and deadlines (Slide 8) Crisis Planning Ethics  Organizations have an ethical responsibility to plan for the worst  Solving the crisis isn’t enough – organizations must communicate with important publivd during crises (Slide 9) Public Relations and Marketing (****ONE EXAM****)  Modern marketing focuses on the importance of long-term relationships, bringing it philosophically closer to public relations  The ability to reach a large audience through just a few mass media channels is declini
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