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HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES

HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES. Otto Lerbinger Professor Emeritus of Public Relations Boston University. Why Crisis Management Is Important in China. PR function of maintaining stability and harmony Crisis news reports: Protests Environmental damage

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HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES

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  1. HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES Otto LerbingerProfessor Emeritus of Public RelationsBoston University

  2. Why Crisis Management Is Important in China • PR function of maintaining stability and harmony • Crisis news reports: • Protests • Environmental damage • Unethical practices • Fears of SARS and avian flu

  3. Crisis Definitions • “Big trouble” • Boss leaves golf course to go back to office • An unwanted, unexpected event that threatens a person’s or organization’s reputation and other important values, such as profitability, growth, and, sometimes, survival.

  4. Characteristics of a Crisis • Suddenness • Uncertainty • Time compression

  5. Types of Crises • Natural • Technological • Confrontation • Malevolence • Skewed Values • Deception • Misconduct

  6. Four Phases of Crisis Management • Mitigation: reduce vulnerabilities • Preparation: anticipate needed actions • Response: implement emergency contingency plans • Recovery: stabilize affected community

  7. Mitigation • Contingency planning • Vulnerability audit • Stakeholder management • Qualified managers and professional staff

  8. China’s Special Vulnerabilities • Rapid and uneven change • Insecurities of mixed free market system • Excessive secrecy • Chinese cultural features • Power distance • Excessive bureaucracy • Guanxi • Group think • Saving face • Fatalism

  9. Preparation • Engage in monitoring of “early warning signals” • Public education • Involve media • Educate employees • Conduct training and drills

  10. Response: Crisis Communication • Traditional media relations • Activate crisis management team • Open crisis communication center • Follow key crisis communication rules • Prepare statement & coach spokespersons

  11. Key Crisis Communication Rules • Ascertain the facts; don’t speculate • Speak with a single, clear voice • Disclose information quickly, honestly and accurately • Add the crisis report to your website • Communicate directly with key publics

  12. Recovery • Contact relevant government agencies • Work with relief agencies • Strengthen organizational culture • Rebuild organizational reputation

  13. How to Elevate Your Professional Status • Identify with crisis management: top management seeks to reduce uncertainty • Move from technical level to professional and executive levels • Become “champion” for stakeholder relations • Become an applied social scientist • Enter the international arena

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