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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.
Para kanino ka bumabangon? Para sa anak. Para sa kaibigan. Para sa ‘di mo kakilala. Para sa bata. Sa isip-bata. Para sa marami. Para sa sarili. ‘Pag may Nescafé Classic na puro at tunay, sumasarap ang umaga. Para hindi ka lang basta gumigising. Bumabangon ka nang may dahilan. Dahil pag tinulungan mong bumangon ang isang tao, parang buong bayan na rin ang bumabangon. Bangon na sa Nescafé Classic.
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