Managing a Crisis Using Public Relations
Handling Public Relations for any organization can be a very difficult
task in any circumstance - even under simple, non-crisis situations.
When a crisis strikes, that's when PR managers really have their work
cut out for them. A PR manager must always be prepared for the
inevitable crisis to happen because that is when their jobs are really
tested by the public and the organization. American Wattage
Corporation was planning to launch 'Greenergy' by Green Energy which
focuses on creating a better solution to energy than electricity by
using wind energy. My job as the PR manager was to formulate
strategies to manage a crisis and make the most effective use of PR
tools to communicate with all the publics. In this paper, I will give
a summary of the simulation and how I handled the different tasks that
were given to me as well as go into detail on how crisis management
should really be handled.
As the PR manager of Green Energy, my first task was to determine how
to allocate my budget of $1 million to formulate a PR plan that would
encompass all relevant aspects of corporate communications. I chose
several ways in which to spend the budget allowed for PR ? I spread
them out in four different categories: research team setup plan, media
relations plan, marketing and PR advertising plan, and crisis
management and communication plan.
My second task was to handle a crisis that injured people because of
our equipment. What message did the company want to communicate about
the crisis to the public? Prior to reading week 4?s text, I chose that
we would say ?No comment? because I thought it would be better to
gather all the facts first then go to the public with the information.
I will explain later in the paper why I should not have chosen that
route. My third task was deciding on whether to come clean about what
really happened on how those people were injured by the equipment. I
decided to use great publicity choosing to do a major communication
exercise and come completely clean which was the correct choice
because that act alone could help restore credibility for the company.
Handling a crisis can be very difficult for a company ? but what
exactly qualifies as a crisis? According to Seitel (2004), a crisis is
a ?situation that has reached a critical phase for which dramatic and
e...
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...004). The most effective crisis
communicators are those who provide prompt, frank, and full
information to the media in the ?eye of the storm? (Seitel, 2004).
Silence not only angers the media but also compounds the problem. The
quick rule to effective public relations communication is to ?tell it
all and tell it fast? (Seitel, 2004). When information gets out
quickly, this stops or minimizes rumors and nerves are calmed. The
basic goals of crisis management are: 1) terminate the crisis quickly,
2) limit the damage, and 3) restore credibility. Following these goals
will ensure a successful public relations plan for any organization.
Crisis management definitely needs to be addressed in any organization
? although it is usually not a fun role for the public relations
manager. However, if the appropriate steps are taken on how to handle
crises, this will ensure the public that the organization can still be
trusted no matter the situation. In the end, that really is the
ultimate goal ? to be sure credibility is restored in the
organization.
References
Seitel, F. (2004). The Practice of Public Relations, (Ninth Edition).
Prentice-Hall: Upper Saddle River, NJ.
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