Transcript Crisis Communications and Public Relations Messages

Crisis
Communications
and
Public Relations
Messages
Chapter Eleven
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
LO11.1 Explain how crisis communications and public
relations messages impact organizational
reputation.
LO11.2 Describe the nature of crisis management in
today’s organizations.
LO11.3 Apply the AIM planning process to crisis
communications.
LO11.4 Construct effective and responsible crisis
messages.
LO11.5 Explain how to handle external complaints and
negative rumors.
11-2
Learning Objectives
LO11.6 Review crisis communications for fairness and
effectiveness.
LO11.7 Describe the role of public relations messages in
today’s organizations.
LO11.8 Apply the AIM planning process to public relations
messages.
LO11.9 Construct effective and responsible public
relations messages.
LO11.10 Review public relations messages for fairness and
effectiveness.
11-3
Crisis Communication Messages
Companies should operate under the
assumption that crises will occur
To minimize and correct damage to victims
and avoid excessive reputation loss,
companies should
excel at all stages of
crisis management
11-4
The Stages of Crisis Management
11-5
Stakeholder Groups
11-6
Idea Development for Crisis
Communications
 Preventable crisis,
 stakeholders believe
the company is to
blame and is
completely
responsible for the
damages and losses
to stakeholders
11-7
Creating Crisis Messages
Once crisis communication teams have
planned their messages, they must act under
significant time pressures to compose them.
They must also act quickly to modify them for
various media: letters, emails, web pages,
blogs, texts, radio and television broadcasts,
11-8
Reviewing Crisis Messages
During the crisis response stage, you will
likely be pressed for time
In these tense moments, rereading your
written crisis communications is essential
Pay special attention to accuracy
11-9
The Role of Public Relations Today
Corporate reputation
 an intangible asset that allows the company to
better manage the expectations and needs of its
various stakeholders,
creating differentiation
and barriers vis-à-vis its
competitors
11-10
Complete the Campaign Cycle
11-11
Social Media Teams
1. Develop formal social media policies
2. Monitor internal and external communities
3. Engage online communities
4. Act as first responders by acknowledging
mistakes
11-12
Tools for PR Messages: Information Age
Audiences and Social Age Audiences
11-13
Audience Analysis for Public
Relations Messages
 From what sources do
they get information
about you and your
competitors?
 Through which
communication
channels can you best
reach them?
11-14
Matching Influence Techniques to
Public Relations Efforts
11-15