Unit 6 Crisis Communication Skills focus Reading locating

Unit 6 Crisis Communication

Skills focus Reading • locating key information in complex sentences Writing • reporting findings from other sources: paraphrasing • writing complex sentences Vocabulary focus • synonyms, replacement subjects, etc. for sentence level paraphrasing

6. 1 Vocabulary 6. 2 Reading 6. 3 Extending skills 6. 4 Extending skills

6. 1 Vocabulary A Study the words in box a. 1 Copy and complete the table. Put the words in one or more boxes, in each case. 2 Add affixes to make words for the empty boxes. (Some will not be possible. ) 3 What is the special meaning of each word in public relations? 4 Find a synonym for each word.

6. 1 Vocabulary Noun Verb effectiveness misconduct A Study the words in box a. Adjective Public relations meaning effective (adj) successful misconduct (oneself) potential (n) improper or unacceptable behaviour Public relations synonym (n) mismanagement, misdemeanor, offence potential (adj) having capacity for (adj) having the qualities or future development abilities needed to develop successfully prediction predictable (v) expect (how (v) forecast something will turn out) preparation prepared (v) get ready for something that may happen in the future (v) get organized in advance (v) plan

6. 1 Vocabulary Noun Verb (product) recall reputation significance signify strike A Study the words in box a. Adjective Public relations meaning Public relations synonym (n) request to return a faulty product (v) to call back reputable (n) how people regard a person or an organization (n) status, image significant (adj) noticeable (adj) important (v) stop work as a way of protesting (v) walk out

6. 1 Vocabulary 5 A Study the words in box a. Group the words in box a according to their stress pattern. one syllable strike o. O recall o. O predict, prepare o. Oo effective, misconduct, potential o. Ooo significant oo. Oo reputation

6. 1 Vocabulary B Read the Hadford University handout. In your own words: 1 2 Describe a crisis for an organization and give some examples. Describe how an organization should initially respond to a crisis. Examples: 1986: NASA Challenger space shuttle explosion 1989: Exxon Valdez oil spill, Alaska 1995: Sarin gas attack on Tokyo subway 2004: Beslan school hostage crisis in North Ossetia, Russia 2010: BP’s Gulf of Mexico oil rig explosion, which caused a massive oil slick 2010: Icelandic volcano eruption, which disrupted airline traffic in Europe

6. 1 Vocabulary C Look at photographs 1 -6 on the opposite page. 1 What does each photograph show? Categorize them into natural disasters and man-made crises. 2 Write a sentence describing each photograph using words from Exercises A and B.

6. 1 Vocabulary C Look at photographs 1 -6 on the opposite page. earthquake Natural disasters downsizing of an organization bush/forest fires Man-made crises epidemic floods technology breakdown

6. 1 Vocabulary D Study the highlighted words in Types of crisis on the opposite page. 1 What part of speech is each word? 2 What is the meaning of each word in crisis management? 3 Find a synonym for each word.

6. 1 Vocabulary Word D Study the highlighted words in Types of crisis on the opposite page. Part of speech Meaning in crisis management Synonym unpredictability n (C) unreliability of an event changeability act n (C) a specific thing that someone does; the phrase act of God refers to uncontrollable forces action, step preventable adj able to be kept from happening or occurring avoidable tampering n; gerund from verb tamper changes made to something without permission or so as to cause damage interference erupt v (I) when a situation starts suddenly begin, start, happen suddenly

6. 1 Vocabulary D Study the highlighted words in Types of crisis on the opposite page. Word Part of speech Meaning in crisis management Synonym abuse* n (C/U) treating someone/something wrongly or improperly misuse* malfunction n (C) failure to work or operate correctly failure, breakdown defuse v (T) make a difficult or dangerous situation calmer by reducing or removing its cause withdraw, remove, reduce persistent adj lasting a long time or difficult to get rid of continuing, recurring, insistent retrenchment n (C) cutback in costs or spending (e. g. , dismissing workers) reduction, cutback

6. 1 Vocabulary E Study Crisis management phases on the opposite page. Choose a verb from box b below to complete the sentences. Crisis management phases Issues management: (1) collect data and (2) develop communication strategies. Planning prevention: (3) monitor the environment via warning systems, (4) disseminate information within the organization. The crisis: targeting messages, (5) pre-empt negative publicity, (6) critique the company’s response. Post-crisis: (7) evaluate the crisis plan, continue to inform the media, monitor the issues, (8) listen to the stakeholders.

6. 1 Vocabulary F Student A has written about crisis management on the opposite page, but here are some mistakes. Change the blue words, so the sentences are true. 1 An organization has to take responsibility when damage to their product is caused by not have andoes external agent. 2 harmful. Sometimes equipment or technology failure can cause a product to be defective or potentially harmless. 3 The circulation of true and damaging information about an organization can be detrimental. false only 4 There is very little warning before an earthquake or a tsunami, and therefore no time for general planning.

6. 1 Vocabulary G Now study Student B’s notes on the opposite page. 1 Complete the notes using the appropriate form of the verbs in brackets. 2 Match each sentence with a corrected sentence from Exercise F.

6. 1 Vocabulary G Now study Student B’s notes on the opposite page. 1 An organization does not have to take responsibility when damage to their product is caused by an external agent. c Product tampering by someone outside the organization is not the fault of the organization. 2 Sometimes equipment or technology failure can cause a product to be defective or potentially harmful. d A malfunctioning piece of machinery can cause an industrial accident. 3 The circulation of false and damaging information about an organization can be detrimental. b Rumours can be harmful for an organization. 4 There is very little warning before an a Acts of nature are unpredictable. earthquake or a tsunami, and therefore only time for general planning.

6. 2 Reading A Discuss these questions. 1 What is a crisis for an organization? 2 What are the processes involved in crisis management?

6. 2 Reading B Study Figure 1. 1 What does it show? 2 Read each box. Use the information in each box to write a paragraph describing the components of the crisis management plan.

6. 2 Reading C Look at the title, the introduction and the first sentence of each paragraph on the opposite page. 1 What will the text be about? 2 Using your ideas form Exercise A, B and C 1, write some research questions.

6. 2 Reading D Read the text. Does it answer your questions? E Study the highlighted sentences in the text. Find and underline the subject, verb and object or complement in each sentence. See Skills bank.

Skills bank Finding the main information Sentences in academic and technical texts are often very long. Example: Over the duration of the strike action, the company gave each of the guards who wanted to be dismissed then re-employed three warning letters to return to work, but only nineteen did so within the time frame. You often don’t have to understand every word, but you must identify the subject, the verb and the object, if there is one. For example, in the sentence above, we find: subject = the company object 1 = each of the guards verb = gave object 2 = warning letters

Skills bank Finding the main information Remember! You can remove any leading prepositional phrases at this point to help you find the subject, e. g. , Over the duration of the strike action, … You must then find the main words which modify the subject, the verb and the object or complement. In the sentence above we find: Which guards? = each of the guards who wanted to be dismissed then re-employed How many letters? = three Why warning letters? = to return to work

Skills bank Ellipsis Sometimes, if the meaning is clear, words are implied rather than actually given in the text. Examples: This was a salary for three to nine months, (the salary) depending on years of service.

6. 2 Reading E Study the highlighted sentences in the text. Find and underline the subject, verb and object or complement in each sentence. Leading (prepositional/ adverbial) phrases Subject Verb Object/complement 1 268 guards wanted to be dismissed, paid severance and then re-employed. 2 During this period, SI and their global headquarters were unprepared for media and client queries. 3 Indo Pacific Edelman thoroughly examined the settlement package offered by the company. 4 Less than two months the situation was resolved. after the appointment of the PR agency, However

6. 2 Reading F Two students paraphrased part of the text. 1 Which part of the text are these paraphrases of? Paragraph 3. 2. Which paraphrase in better? Why? Student B’s paraphrase is better, because it uses fewer words from the original text and uses different sentence structures.

6. 2 Reading G Work in groups. Write a paraphrase of a different part of the text. See Vocabulary bank.

Vocabulary bank Reporting findings You cannot use another writer’s words unless you directly quote. Instead, you must restate or paraphrase. There are several useful ways to do this: use a synonym of a word or phrase costs ➔ expenses most employees ➔ the majority of the employees change negative to positive and vice versa the media portrayed SI negatively ➔ SI was not portrayed positively use a replacement subject there was monitoring of media coverage ➔ the PR agency monitored media coverage change from active to passive or vice versa the company increased security measures ➔ security precautions were enhanced by the organization change the order of information in other countries, a government department is responsible for this ➔ a government department is in charge of this in other countries

Vocabulary bank Reporting findings When reporting findings from one source, you should use all the methods above. Example: Original text Under Indonesian law, the workers were not entitled to anything. Report The company did not have to make any payments to the employees to comply with legal requirements in Indonesia.

Vocabulary bank Reporting findings Important When paraphrasing, you should aim to make sure that 90% of the words you use are different from the original. It is not enough to change only a few vocabulary items: this will result in plagiarism. A paraphrase should only be used in conjunction with a clear acknowledgement of the source. Example: Original text Many incidents could have been averted if the organization had responded quickly with the right message. Plagiarism Many situations could have been avoided if the company had responded rapidly with the appropriate message.

6. 3 Extending skills A Study the words in box a from the text in Lesson 6. 2. 1 What part of speech are they in the text? 2 Think of a word or phrase with a similar meaning to each word.

6. 3 Extending skills A Study the words in box a from the text in Lesson 6. 2. Word Part of speech Similar meaning considered (1) v (T/I) reputed, deemed action (2) n (U) activity portrayed (2) v (T) depicted approached (3) v (T/I) contracted resolve (3) v (T) settle, find a solution to issue (3) n (C) situation, problem settlement (3) n; here part of compound settlement package, so in adjectival position compensation package outcome (4) n (C) result

6. 3 Extending skills B Complete the summary with words from Exercise A.

6. 3 Extending skills B Complete the summary with words from Exercise A. In Indonesia, the management of a security company were in dispute with 268 exworkers involved in a strike and protest action/activity against the company. The workers were considered/reputed to have resigned due to absence without leave. The issue had been ongoing for a year. Media coverage was extensive, with the company portrayed/depicted negatively. The company approached/contracted a PR agency to resolve/settle/find a solution to the dispute and neutralize the publicity. outcome/result The desired for the company was to achieve a negotiated settlement/compensation package with ex-employees and to ensure continued understanding and support from existing employees and clients. It was also to get the media to understand that the issue/situation/problem was about disciplinary action, not non-compliance by a multinational company, and was therefore not newsworthy.

6. 3 Extending skills C Study the words in box b. 1 What is each base word and its meaning? 2 How does the affix change the base meaning of each word? 3 What is the meaning in the text in Lesson 6. 2?

6. 3 Extending skills C Study the words in box b. Word Base and meaning Effect of affix Meaning in text illegal (adj) – allowed by law il~ = not allowed by law reinstatement instate (v, T) – set in a position, establish re~ = do something giving back job/position (re-employment) again ~ment = changes a verb to a noun unjustly just (adj) – fair un~ = not ~ly = changes an not treated fairly adjective to an adverb unprepared prepare (v, T/I) – get ready un~ = not ~ed = past participle ending, makes an adjective not ready

6. 3 Extending skills C Study the words in box b. Word Base and meaning Effect of affix Meaning in text updated date (n, C) – specified day or year up~ = added to verbs, more recent, current meaning to a more recent time ~ed = past simple ending international nation (n, C) – a country of people of common descent, culture, etc. non-compliance (n, U) – obedience inter~ = between or involving ~al = adjective ending two or more countries non~ = not action not taken; not complying with, or disobeying, the rules

6. 3 Extending skills D Study sentences A-D on the opposite page. 1 Copy and complete Table 1. Put the parts of each sentence in the correct box.

6. 3 Extending skills Main S D Study sentences A-D on the opposite page. Main V Main O/C Other V + S/O/C Adv. phrases A Airline travel in Europe was disrupted (by) ash which came from the volcanic eruption in 2010 in Iceland. B Various health measures were implemented (by) government which were introduced in 2003, and health in response to the SARS agencies crisis. C Johnson and Johnson introduced tamper-resistant Having recalled and packaging. destroyed 31 million Tylenol capsules, … D security measures were increased (by) airport authorities. Following the World Trade Center attacks in New York in 2001,

6. 3 Extending skills D Study sentences A-D on the opposite page. 2. Rewrite the main part of each sentence, changing the verb from active to passive or vice versa. Volcanic ash disrupted European airline travel. Government and health agencies implemented various health measures.

6. 3 Extending skills D Study sentences A-D on the opposite page. 2. Rewrite the main part of each sentence, changing the verb from active to passive or vice versa. Tamper-resistant packing was introduced by Johnson and Johnson. Airport authorities increased their security measures.

6. 3 Extending skills E Look at the “Other verbs” column in Table 1 1 How are the clauses linked to the main part of the sentence? Sentences A and B use relative clauses. C and D use participle clauses ( Having recalled, Following). 2. In sentences A and B, what does each relative pronoun refer to? A which = ash B which = various health measures 3. Make the clauses into complete sentences. A Ash came from the volcanic eruption. B Various health measures were introduced in response to the SARS crisis. C Johnson and Johnson recalled and destroyed 31 million Tylenol capsules. D The World Trade Center attacks prompted increased security measures.

6. 4 Extending skills A Make one sentence for each box on the right, using the method given in bold. Include the words in grey. Write all the sentences as one paragraph.

6. 4 Extending skills A Make one sentence for each box on the right, using the method given in bold. Include the words in grey. Write all the sentences as one paragraph. The first step of a communication strategy, when planning to deal with a crisis, is for a communications team to be formed, which should include spokespersons with skills in a variety of media. In addition, a database of stakeholders, of which employees are the most important, should be created which includes their current contact details. Finally, modern technology and multiple messaging systems such as e-mail should be used, with stakeholders receiving no more than three main messages. Crisis-specific messages should be prepared, which can be used in the event of a crisis, and as a result, a quick response based on the facts at hand is possible.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A. 1 Divide the notes into sections to make suitable paragraphs. 2 Decide which ideas are suitable topic sentences for the paragraphs. 3 Make full sentences from the notes, joining ideas where possible to make one continuous text.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A. How can a company prepare a communication strategy for a crisis situation? The first step is to identify the communications team. The team may include the CEO, the PR executive and personnel, as well as operations executives and legal counsel. While the CEO seems to be the obvious spokesperson, because of the variety of media involved, spokespersons with skills in the various forms of media (e. g. , oncamera, employee meetings and external communications) should be prepared in order to optimize the best response. Notification systems should take advantage of modern technology. Use should be made of a variety of methods available, e. g. , email, etc. A database of stakeholders should be created, including their preferred and most efficient method of communication. Ensure all stakeholders’ contact details are up to date. Employees are the most important.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A. A vulnerability audit may help identify and anticipate a crisis. Holding statements could then be prepared based on the risks identified in the vulnerability audit, to be issued as soon as a crisis breaks. In the event of a crisis, the crisis team assesses the crisis situation and develops a quick and accurate response based on the facts at hand. It is the responsibility of the crisis management team to develop all the crisisspecific messages. There should be no more than three main messages for all stakeholders. Some individual groups of stakeholders may require specific messages addressed to them.

6. 4 Extending skills B Study the notes on the opposite page which a student made about a crisis situation. Write up the communication strategy. Include the ideas from Exercise A. No matter how prepared they are, the crisis management team should be ready for the fact that there always some stakeholders who do not react as expected. In this situation, the crisis management team needs to analyze the reactions of these stakeholders objectively. Does the problem lie with the stakeholders’ interpretation of events and communication? Alternatively, does it lie with the crisis management team? If it is the latter, the crisis management team needs to determine whether additional communication will assist in resolving the situation. Without adequate communications, the operational response can break down. If stakeholders become confused, then the organization can be perceived as inept or even criminally negligent.