Crisis Communication and Management Readings All relevant ones

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Crisis Communication and Management Readings All relevant ones in the Reader plus extras

Crisis Communication and Management Readings All relevant ones in the Reader plus extras

Objectives for this section • Be able to define a crisis • Be able

Objectives for this section • Be able to define a crisis • Be able to cite examples of companies in crisis • Be aware of the principles of crisis management and planning: pre-, during-, post-crisis • Be able to discuss the do’s and don’ts of responding to or handling a crisis • Understand ‘best practice’ in crisis communication

What is a crisis? • “An unexpected occurrence, developing at an increasing rate of

What is a crisis? • “An unexpected occurrence, developing at an increasing rate of destruction, that would rapidly destroy an organization if left unmanaged. ” • “ A critical situation, a turning point…that moment of drama when hostile forces are at the height of their opposition. ’ (S & V) • ”…a dramatic change, usually for the worse…. a disaster; an event that involves loss of life or extensive damage to property; or. . when an organization finds itself under unwelcome scrutiny because of its behaviour or that of its staff…it may happen suddenly or there may be a slow build-up as a local difficulty escalates into a full-blown crisis. ” (Harrison) • For PRPs it’s “unplanned visibility” • White: Categories of corporate crisis p. 204 • S & V: Types of crisis p. 288.

Planning for crisis • Pre-crisis: be proactive not reactive - the key is being

Planning for crisis • Pre-crisis: be proactive not reactive - the key is being prepared. • “What if? ” “What can go wrong? ” • “Think the unthinkable • Do a “crisis inventory” – listing/ranking potential crises and damage • Monitoring/scanning environment and media • Link crisis management & phases of issues • Ensure that goodwill, reputation and credibility of organisation remain intact.

Developing a crisis management plan • Prepare/anticipate for crisis • Identify the type of

Developing a crisis management plan • Prepare/anticipate for crisis • Identify the type of crisis (Harvard reading) • Risk analysis for each crisis • terminate the crisis quickly • limit the damage and restore credibility • Plan communication centre

The watchwords for any crisis plan • Be prepared • Be available • Be

The watchwords for any crisis plan • Be prepared • Be available • Be credible. You must be willing to communicate in a crisis. Go thru’ the readings and devise a do/don’t list or table

The crisis plan needs to be • Clear so that users can understand what

The crisis plan needs to be • Clear so that users can understand what it is they are required to do • Flexible – to adapt to each crisis • Reviewed and updated regularly by the management team – for personnel, media contact changes, technology improvements etc. • Rehearsed – to test plan.

4 planning issues 1. Define the risk for each potentially impacted audience. 2. Describe

4 planning issues 1. Define the risk for each potentially impacted audience. 2. Describe the actions that mitigate each risk defined. 3. Identify the cause of the risk. 4. Demonstrate responsible management action.

Communicate during crisis • The quickest, most effective way to handle crises is to

Communicate during crisis • The quickest, most effective way to handle crises is to communicate. • Set up centre; deal with the media; channel choice VIP. • Take control of information flow – avoid rumours etc • Communicate early and often • Understand media’s needs • Comm. with stakeholders (prioritise them)

General guidelines • • • Have a policy/procedure for crisis Select specific personnel to

General guidelines • • • Have a policy/procedure for crisis Select specific personnel to handle the crisis Control all communication on the crisis Retain/develop good relations with publics Get expert help if necessary Evaluate: Learn from the crisis. Question: What role does ethics play in corp. Affairs and crisis communication? ?

Extra readings • Skinner & Von Essen Handbook of PR Chapter 30 • White

Extra readings • Skinner & Von Essen Handbook of PR Chapter 30 • White & Mazur Strategic communications – Making PR work. Ch 10 • Harrison S. Public relations – An Introduction. Ch 6. • Cutlip, Center, Broom & Du Plessis Essentials of Effective PR. p. 154 - 160 • Seitel, F. P. The Practice of PR. p. 496 – 500. • Look at • 1. White: 5 elements of Azko’s c. m. p. p. 207 • 2. Harrison: 10 Principles of crisis PR p. 84. • 3. Seitel: The lessons p. 499 • 4. Skinner et al: Standby measures…. P. 292.

Preparation for exams • Read ALL the relevant readings in the MECS 312 READER

Preparation for exams • Read ALL the relevant readings in the MECS 312 READER • Study the slides from lectures and use them to guide your focus in your reading • Examine websites of companies involved in Corp. / Public Affairs/Crisis Comm and link theory to their practice. You will be required to give examples in your exam • Attend ALL lectures as you will be given examples to work on and guidance on what and how to study for the exam • Do self-study/research work; participate and ask questions in lectures