Public Relation and Crisis Management PDF

Public Relation and Crisis Management IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome 1. Understand public relation as a form of Earned Media 2. Learn about crisis management in the digital age 2 Recap: Owned, Paid and Earne...

Public Relation and Crisis Management IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome 1. Understand public relation as a form of Earned Media 2. Learn about crisis management in the digital age 2 Recap: Owned, Paid and Earned Media Public Relation 3 PR: Shifting Landscape Old Media Getting coverage on newspapers, TV, radio, magazine New Media Getting coverage on news websites, prominent bloggers Getting shares, retweet, re-post etc. on social media 4 Role of a PR Agency Search Social & Display Influencers Your Message Audience Press Areas potentially covered by a PR agency 5  Symbiotic Relationship Reporters, bloggers, … Symbiotic Relationship Companies need to put their Media need relevant content to fill air message out time, column inches or web spaces Strategy: Provide relevant and engaging content that media outlets / bloggers / influencers can disseminate to their audience A good PR person understands this symbiotic relationship to maximize coverage for his/her clients 6  The Starting Point: Message Map PR are usually triggered by key events such product launches, interviews, awards, speeches etc. Ensure that key marketing messages are communicated during such events via press releases, blog posts, interview pieces etc. The purpose of PR is to not to get coverage per se, but to communicate key marketing message. 7 Corporate Social Responsibilities (CSR) The idea that a company should play a positive role in the community and consider the environment and social impact of business decisions. In Marketing: focusing efforts on attracting consumers who want to make a positive difference with their purchases. Many companies adopt social responsible element in their marketing strategies to help a MacDonald’s Singapore: Always Being There community via beneficial services and products. More Community Initiatives ≫ 8 Earned Media Value Earned media value (EMV) is a way of measuring the value of content gained through PR and marketing activities. There is no widely accepted formula for determining EMVs. Different marketing and PR firms advocate different calculations. 9 Media PR agencies often provide media training to clients Coaching 10 Bridging / Pivoting Technique The bridging, or pivoting, technique is a communication strategy often used in interviews to handle difficult or challenging questions. This approach involves acknowledging the question but subtly shifting or redirecting the focus to a topic or message you are more comfortable discussing, i.e., your key marketing message. https://www.youtube.com/watch?v=qWKcgeo3knA 11 Crisis Management PR crisis spreads quickly in digital age 12 13  United Airlines Passenger Removal https://www.youtube.com/watch?v=oxedJf5Cg-Y 'I want to commend you for continuing to go above and beyond': Defiant United Airlines Case: Failed CEO pens 'tone deaf' email defending staff after 'belligerent' passenger was viciously dragged from overbooked flight’ Reactions: https://www.youtube.com/watch?v=E-IZ2blJsDU 14 Case: Success https://www.youtube.com/watch?v=llnZn7vLV20 15  William Benoit https://en.wikipedia.org/wiki/Image_restoration_theory Image attack on an individual or organization The accused is held responsible for an action, and The act is considered offensive Image Restoration Image Communication is a goal directed activity Maintaining a favorable reputation is a key goal of communication Restoration Strategies Theory 1. Denial – deny that the act occurred, or shift the blame 2. Evading Responsibilities – Provocation, Defeasibility, Accident, Good Intentions 3. Reducing Offensiveness – Bolstering, Minimization, Differentiation, Transcendence, Attacking Accuser, Compensation 4. Corrective Action 5. Mortification https://www.youtube.com/watch?v=gR0ny5Lt0R0 16 Practical Steps in Crisis Management 1. Have a plan 2. Identify a spokesperson 3. Be honest and open 4. Keep employees informed 5. Communicate with customers and suppliers 6. Update early and often 7. Use social media wisely Crisis Management Expert 24 25 15/11 Friday: Final Class 1. 2:00 – 2:45: Class Summary 2. 2:50 – 3:50: Project Presentation (SR3) 3. 4:00 – 6:00: Project Presentation (SR8) 26 Presentation Slots Submit presentation slides before your presentation. 27 Deadlines and Consultation Slots 28 Class Feedback 29