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Crisis Management
A process to deal with out of control issues
Involves getting out of a situation
Approach: reactive
Strategic approach to crisis
management
Principle of existing relations
Principle of media as ally
Principle of reputational priorities
Principle of quick response
Principle of full disclosure
Principle of one voice
Ethical aspects to consider
Deontological
Rooted in a standard or moral code
Teleological
Impact that actions have on people
Produces good consequences
Ethical relativism
Reflect particular social norms
Basic planning questions
What is the situation facing the
organization?
What is the background of the
situation?
What is the significance or
importance of the situation?
Expanded planning situation
Existing information
Background on the issue
Consequences of the situation
Resolution of the situation
Research program
What is the basis and accuracy of existing
information?
How appropriate to conduct addt’l research?
What information needs to be obtained?
Analyzing the Organization
Performance Visibility
Niche
Structure
Public
Internal
Perceptions
environment
Internal
impediments
Reputation
Supporters
External
environment
Competition
External
Opposition impediments
Analyzing the Organization
Internal environment
Performance: quality of goods and services, viability
of causes and ideas it espouses
Niche: specialty, function/role it differs
Structure: review of purpose or mission of the
organization, role within the organization
Internal impediments: obstacles or limitations within
the organization
Public perception
Visibility: the extent to which the organization is
known
Reputation: how people evaluate the information
they have
Analyzing the Organization
External environment
Supporters
People/groups who currently or at least potentially are
likely to help the organization
Competition
Organization(s) that provide(s) similar goods/services
Opposition
Organization/group that is fighting/against the organization
External impediments
Social, political or economic factors interfering with the
organization’s ability to address the situation
Basic planning questions
What is the quality of your
organization’s performance
Research program
What is the basis and accuracy of existing
information?
How appropriate to conduct addt’l
research?
What information needs to be obtained?
Analyzing the Public
Public
a group of people that shares a common interest vis-
à-vis an organization
Publics
Not selected, must be dealt with
Homogeneous, similar in interests and characteristics
Exist because of the interaction and interdependency
with an organization or face a common issue
Markets
Chosen, shared interest and common values
Have characteristics that help the organization’s
bottom line
Audiences
People who pay attention to a particular medium of
communication and receive messages through it
Characteristics of a Public
A public is distinguishable
A public is homogeneous
A public is important to your
organization
A public is large enough to matter
A public is reachable
Categories of publics
Customers Producers
Shadow
Constituents Suppliers
Secondary
Customers
Publics
Opinion
Competitors leaders
Allies
Opponents Hostile
Limiters Media Enablers Regulators
Forces
Key Publics, Intercessory Publics
and Opinion Leaders
Key Publics
Identified as specific publics that are most
important to the communication
program/campaign
Intercessory Publics
Publics that serve as an influential bridge
between an organization and its public
Opinion Leaders
Independent. Has the respect and confidence
from the public, generate word-of-mouth
support
Analyzing Key Publics
Stages of development:
Non public: does not share issues with the
organization, no consequences exist
Latent public: shares an issue with the
organization, but does not recognize the
situation or its potential
Apathetic public: faces an issue, know it, and
simply doesn’t care
Aware public: recognizes it shares an issue and
perceives the consequences as being relevant,
but not recognized to discuss and act on the
issue
Active public: discusses and acts on the shared
issue
Analyzing Key Publics
Public relations situation
Asses the public wants, needs, interest and
expectations related to the issue
Organization
Consider relationship of the public to the organization
Communication
Study the public’s communication habit & channels
Demographics
Find out relevant information about the public
Personality preferences
Consider psychological and temperament of the public
Basic planning questions
Who are the major publics for your
organization?
Research program
What is the basis and accuracy of existing
information?
How appropriate to conduct addt’l research?
What information needs to be obtained?