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Role of PR in Crisis Management

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Role of PR in Crisis Management

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  1. RoleofPRinCRISISMANAGEMENT Crisistakesplaceeverynowandthen.Itoccurseveninthemostidyllicsettings.Theonlywaytodealeffectivelywiththecrisisistobeprepared.Crisismanagementplanisnecessarybecauseofnewsandinformation,travellingfasterthanever.Companiesmustbeabletoanswerquestionsandallegationsaboutloomingcrisisquickly.Asfarasweknow,mostofthePRFirms in Delhiandrestofthecountrydoprettywellwithdealingwithanunwanted/unexpectedcrisis(exceptformaybeaglitchhereandthere). Howevertherearetimeswhencrisisstrikes,mostcompaniesareunpreparedandpoorlyhandlethesituation.Organizationsmighttrystonewallingthesituation,toughingitoutorpretendingthecrisiswillpass,buttheyonlymakethesituationworse.Organizationswhowastevaluabletimeatthebeginningofacrisiscanexpecttoseealossinrevenueandplummetingstockprices.Itisuselesstoconcealthetruthfromthepublicbecauseeventually,someonewillblowthewhistle. Companiesandorganizationsoftenmakethemistakeofwaitingforapublicrelationscrisistohappenandthenrespondingtoit.Nomatterhowmuchdamagecontrolacompanydoes,it’shardtoovercomeanembarrassingsituation.AbetterapproachiswhatmanyofusinthePRindustrycall͞crisisprevention.͟ Nowadaysmanycompanieshireprofessionalhackerstouncoverpotentialsecuritybreachesoftheirnetworksandservers.Whynotdothesameforpublicrelations?Protectingacompany’simageisjustasvitalasprotectingitsphysicalplant.MostofthePRagenciesinDelhiarewellequippedregardingthismatter.Butit’snotalwayseasytoseeone’sownfaults.That’swhyyourcompanyshouldhireanoutsideconsultantto͞hackinto͟yourcompany’simageandassesswherepotentialPRproblemsmayarise.Correcttheproblemsyoucanand,ifsomethingcan’tbefixed,haveagoodreasonwhythingsarethewaytheyare.Don’tbeafraidtoadmitthatyourcompanyisn’tperfectandneedstoimprovethings.Thepubliclikelywillrespectyourcandour.

  2. Therehavebeencountlesspublicrelationscrisesinthepast,andtherearefivestepsthatshouldbeexecutedtomanageacrisisproperly.First,thecorporationincrisisshouldbeprompt,addressingthepublicrightafterfindingitselfinthecrisis.Second,thecorporationinquestionshouldmaintainhonestybecausethepublicismorewillingtoforgiveanhonestmistakethanacalculatedlie.Third,itisimportanttobeinformativebecausethemedia,aswellasthepublic,willcreatetheirownrumorsifnoinformationisgiventothembythecorporationincrisis.Rumorscancausesignificantlymoredamagetothecorporationthanthetruth.Next,itisimportanttobeconcernedandshowthepublicyoucarebecausepeoplewillbemoreforgivingifitisclearthatthecorporationcaresaboutthevictimsofthecrisis.Finally,maintaintwo-wayrelationships.Thisisimportantbecausethecorporationcanlearnalotaboutthestatusofpublicopinionbylistening.Thesefivestepsarenecessarytomanageanycrisispublicrelationssituation.However,wemustnotforgetthateachcrisisisuniqueandrequiresatailoredresponse.Communicatingwiththepublicopenlyandhonestlyhelpstodealwithaslittledamageaspossible.Therehavebeencountlesspublicrelationscrisesinthepast,andtherearefivestepsthatshouldbeexecutedtomanageacrisisproperly.First,thecorporationincrisisshouldbeprompt,addressingthepublicrightafterfindingitselfinthecrisis.Second,thecorporationinquestionshouldmaintainhonestybecausethepublicismorewillingtoforgiveanhonestmistakethanacalculatedlie.Third,itisimportanttobeinformativebecausethemedia,aswellasthepublic,willcreatetheirownrumorsifnoinformationisgiventothembythecorporationincrisis.Rumorscancausesignificantlymoredamagetothecorporationthanthetruth.Next,itisimportanttobeconcernedandshowthepublicyoucarebecausepeoplewillbemoreforgivingifitisclearthatthecorporationcaresaboutthevictimsofthecrisis.Finally,maintaintwo-wayrelationships.Thisisimportantbecausethecorporationcanlearnalotaboutthestatusofpublicopinionbylistening.Thesefivestepsarenecessarytomanageanycrisispublicrelationssituation.However,wemustnotforgetthateachcrisisisuniqueandrequiresatailoredresponse.Communicatingwiththepublicopenlyandhonestlyhelpstodealwithaslittledamageaspossible. Ifyouliketoknowmore,therearewaytoomanystartup PRthathadtakenplaceinthepastsuchattheDietPepsicaseandtheTylenolcase.SomearesuccessfulPRcrisissituationswhereasothersarepoorexamplesofcrisismanagement,theFordcaseandtheFirestonecasearesomeofthemostquotedexamplesinthiscontext. Nomatterhowmuchplanninggoesintopreventingcrises,therearealwayscrisissituationsthatcannotbeplannedfor.Crisispublicrelationsischanging.Withnewmedia,suchasMySpaceandFacebook,crisissituationshaveoccurredontheweb.Whileproductsandservicesexpandtonewmedia,therearenewwaysforcrisestoemerge.Atthesametime,newmediacanbeusedtocommunicatewiththe public.Corporationscannowcommunicatewithcustomersacrosstheworldusinganumberofdifferentmediasuchase-mail,websites,podcasts,internetvideo,andmore. Whilecommunicationwiththepubliciseasierandcheaperthaninthepast,theoriginal5stepstoproperlymanageacrisis,aswellasthesixtypesofresponses,continuetobethefoundationofanycrisispublicrelationsplan.

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