MKCO7

Corporate Communication: Public Relations

Let us pray

Graded Recitation

The PR Process

Issues Management and Crisis Communications

Graded Recitation

Graded Recitation

Graded Recitation

Graded Recitation

The Public Relations Process

The Public Relations Process Cutlip et. Al.

Research

Objectives

Programming

Evaluation

The Public Relations Process

Organization

• Communication Audit

• Reputational Assessment

Problem/Opportunity

• Reactive

• Proactive

Target Publics

• Identification

• Targeting

OBJECTIVES

Informational Attitudinal Behavioral

IMPACT OUTPUT

Specific Measurable Attainable Realistic Time-bound

PROGRAMMING

1. Stating theme/messages

PROGRAMMING2. Planning the action or special event

Central action or event that ‘frames’ the theme

PROGRAMMING

3. Planning use of media – controlled or earned

4. Effectively communicating the program

• Source credibility • Salient information • Effective verbal cues • Effective non-verbal cues • Two-way communication • Opinion leaders • Group influence • Selective exposure • Audience participation

EVALUATION

Info Objectives Message exposure Comprehension Retention

Attitudinal Objectives

Likert Scale Semantic differential

Behavioral Objectives: Direct question Observations

Output

• Quantity • Efficiency • Optimal use of

resources

Using research and proprietary tools, Ogilvy PR arrives at an insight about why people think what they think and what will alter their thinking.

This insight is then used to drive the BIG IDEA that runs throughout the campaign.

Those who truly yield influence are mapped, then engaged by messaging that will most effectively move them to re-tell your story and ultimately take action.

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Issues Management and

Crisis Communication

The time to repair the roof is when the sun is shining.

JOHN F. KENNEDY

Crisis Communication Plan

PLANNING

• Develop a series of scenarios that reflect the kinds of crises your organization may face and evaluate realistically the probability of their happening.

• Identify a crisis management team, specifying roles of each member. Train and retrain. Goal is to speak with one corporate voice.

• Implement policies and strategies designed to monimize the impact of crises.

• Review entire plan at least annually. Ensure members have immediate access to current plan.

PR Writing by D. Newsom and J. Haynes

CRISIS EVENT

• When a crisis erupts, activate the crisis management team immediately.

• Strive for timely, consistent and candid flow of accurate information to both external and internal publics to allay fears and stifle rumors

• The organization should continue to function as normally as possible, leaving it to the crisis management team to contend with the crisis.

• Make adjustments to policies and strategies as needed to arrest the crisis. Seek public support as needed.

PR Writing by D. Newsom and J. Haynes

Crisis Communication Plan

RECOVERING FROM A CRISIS

• As needed, make changes in policies and strategies to speed recovery from the effects of the crisis.

• If necessary, make changes to the structure of the organization.

• Seek as soon as possible to re-establish the operation of the organization to the level it had before the crisis or even better.

PR Writing by D. Newsom and J. Haynes

Crisis Communication Plan

EVALUATION

• Learn from the crisis experience. Evaluate its causes, the organization’s responses to it and the outcomes.

• Modify policies and strategies in light of this experience

• Update the crisis management/communication plan in light of this most recent experience.

PR Writing by D. Newsom and J. Haynes

Crisis Communication Plan

Source of Crisis Violent: Cataclysmic – Immediate Loss of Life or Property

Nonviolent: Sudden Upheaval But Damages, If Any, Are Delayed

Act of nature Earthquakes, forest fires Droughts, epidemics

Intentional Acts of terrorism, including product tampering, when these result in loss of life or destruction of property

Bomb and product-tampering threats, hostile takeovers, insider trading, malicious rumors and other malfeasance

Unintentional Explosions, fires, leaks, other accidents

Process or product problems with delayed consequences, stock market crashes, business failures.

PR Writing by D. Newsom and J. Haynes

Sources of Crisis

The way we look at a problem situation determines our approach to solving it.

Personal Perceptions and Problem Situations

Your Past Experiences

Self Concept

Obligations Objectives

Sentiments

Ideals Usefulness of observations… depends on self-awareness, recognition of your own involvement

Reference: Robert L. Kata, Human Relations Skills can be Sharpened, Harvard Business Review, July/August 1956

Your Interpretation of the Situation

The complexity of our view is shown here. Other intervening factors arise when we attempt to communicate our

perception – including how we want others to think of us.

Incident? Emergency? Crisis?

INCIDENT Any event or situation which may

adversely affect people, property the community or

the environment

EMERGENCY An adverse incident that requires

immediate response, ranging from medical attention to mass

evacuation

Incidents or emergencies are not crises although may

develop into one

CRISIS A situation that severely compromises the safety and well-being of people, or endangers property, community, environment, business operation/ profitability or corporate reputation – causing public or media attention.

Nine PR Fiascos handled well

http://www.businessinsider.com/pr-disasters-crisis-management-2011-5?op=1

Source: Corp Comm Collab

Sources: Rediff, Public Relations Consultants Association of India

Sources: BrandZ, Th

e Guardian

Assignment

Dealing with Crisis Situations

(Choose only three and submit a one-page reaction paper)

Due on JANUARY 31, 2015

You got a call from an angry customer who claims that he found a cockroach in the soft drink he bought from a neighborhood store. He threatens to blog about it unless your company makes a public apology and pay him morale damages amounting to a million pesos.

1 SITUATION

The labor union in one of your manufacturing plants has filed a notice of strike. If it pushes through, the delivery of your product to a major customer may be delayed and his possible dissatisfaction may prompt him to go to your competitor.

2 SITUATION

You invited the lifestyle reporters only from the top three daily newspapers, thinking that these have the most number of readers anyway. You deliberately did not invite the other six newspapers to the launch of your latest must-have gadget. Because of this, the reporters from these so-called ‘minor’ papers decided to boycott your company in future coverage.

3 SITUATION

The driver of the truck you rented to deliver your finished goods met a road accident this morning. He apparently lacked sleep because of a last-minute delivery he accepted last night. Because of the accident, the driver sustained major head wounds. The goods were not delivered on time.

4 SITUATION

Your company sponsored a feeding activity in a public school. But a few hours later, some 20 elementary students from the school were brought to the community hospital, complaining of stomach ache. Apparently, they were victims of food poisoning and some parents alleged that it was due to your feeding program. The incident has already been reported in the evening news of the major TV stations.

5 SITUATION