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PUBLIC RELATIONS AND CRISIS COMMUNICATIONS

PRESENTED BY: 1. Mohd Yatim Idris2. Dallius Ubin3. Borhan Siangau4. Adelaide Cornelus

1THE OBJECTIVE OF LEARNINGTo explain the definition of communicationsii. To explain the definition of public relations; understand the different roles public relations practitioners playTo explain What is a clear and understandable definition of corporate communicationTo know in details of the Functions of Corporate Communication To brief the keys to success in corporate communication To explain of Professional Communicator Responsibilities

2Cont.vii. To know what is corporate imageviii. To differentiate between corporate communication and corporate imageix. To explain the meaning of crisis communicationx. To explain of the crisis communications characteristicsxi. To describe of the crisis communication strategy

3Definition Of Communicationsan exchange of facts, ideas, opinions or emotions by two or more persons.-Newman and Summer-

Communication is the verbal interchange of thought or idea.- Hoben -

4Definition-Contd.Communication is the process, by which we understand others and in turn endeavor to be understood by them. It is dynamic, constantly changing and shifting in response to the total situation.

- Anderson -5What we know about Effective Communication?The message must be conveyed clearly and unambiguouslyThe message would reached very little distortionThe receiver must understand the message6Barriers to Effective CommunicationPhysical Barriers - Its happened in large working area are commonly at work placeLanguage - Inability to converse in a language that is known by both the sender and receiver Emotions - Engrossed in emotions for some reasons.

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Barriers to Effective Communication- contd -Lack of Subject Knowledge - The sender must understand the subject to avoid misentrepetation by the receiver.Stress -Stress will cause a difficulty to understand the message conveyed 8Function and Purpose of CommunicationTo establish and disseminate the goalsHelps to manage and utilizes manpower and other resources To helps manager lead, direct and motivate employees

9Public relations : The art and science of establishing relationships between an organization and its key audiences. Involved two-way communication Process of Listening, Analyzing and Understanding10Public Relation:Is a proactive and planned communication efforts to establish and maintain mutually beneficial and positive relationship, attitudes and opinions between an organization and the public on whom its success or failure depends.

11Public Relations:Is the management functions which evaluates public attitudes, identifies the policies and procedures of an individual or organization with public interest and plans and executes a program action to earn public understand and patience.

Scott M Cutlip, Allen H and Glen M Bloom12Public Relations:relations with the general public as through publicity, specifically those functions of a corporation, organization, etc, concerned with attempting to create favorable public opinion of itself.

Webster New World Dictionary.13Where Public Relations are important and applied:AgenciesCorporate SectorsGovernmentNonprofit organizations and trade associations

14The Dynamic ModelResearchPlanningEvaluationCommunicationCopyright Allyn & Bacon 20001516Public Relations Process As A Never-ending Cycle Research and analysisPolicy formationProgrammingCommunicationFeedbackProgram assessment and adjustmentIn the conceptualization of public relations as a cyclical process, feedback- or audience response- leads to assessment of the program, which becomes an essential element in the development of another public relations project.16Public Relation has multiple components:Media relationsCommunity relationsGovernment relationsEmployee relationsCounsellingResearchPublic AffairsMulti Cultural Relation

17Public Relation, Advertising and MarketingAdvertising and marketing tend to focus exclusively upon consumers.

Public relations focuses upon all public important to success.18Fathers of Corporate Communication:Paul Garrett

19Corporate CommunicationDefinition of corporate communication?Corporate communication includes advertising, marketing communications, marketing, and public relations, but they all function under a managed perspective.Corporate communication is managing an organization's internal and external communications. 20Defining Corporate CommunicationAdvertising Marketing Communication (or marcom) MarketingPublic Relations21Functions of Corporate Communicationmanaging communication or fulfilling the communication management function dealing with controlled and uncontrolled media serving both internal and external audiences proactive communication planning advocating communication strategies and tactics dissemination of persuasion and informationbranding images and reputationbranding products and servicesmonitoring the responses from audiences and markets counseling and advising senior executives managing issues and responding to crisis situations lobbying for favorable stances for the organization organizational image creation and maintenance organizational presence building and monitoring 22Scope of Corporate CommunicationCorporationsNonprofit AgenciesEntertainment, Sports and TravelGovernment and MilitaryEducationInternational23Image Definition: The perception people have of your business when they hear your company name. A business's image is composed of an infinite variety of facts, events, personal histories, advertising and goals that work together to make an impression on the public.24Corporate Image Corporate image, or reputation, describes the manner in which a company, its activities, and its products or services are perceived by outsiders.

25The Link Between Corporate Communication and Corporate Image. The link between CC and CI define in the broadest possible sense, because companies communicate identities in many different ways. Communication can include almost anything the company does, from the way telephones are answered to the involvement of company employees in community affairs. 26FEEDBACK. Feedback is essential to the management of corporate image. Business owners and managers need accurate information on how they and their company are perceived if they are to make sound decisions. Ideally, feedback should be continuous. 27FEEDBACK. (Cont.) Where to get feedback?

Salespeople Clients Employees, and Other local business owners. 28What do you do to the feedback?

Modifications of the company's communication methods or, A formal study of the corporate image may be initiated. systematically utilizing internal sources

FEEDBACK. (Cont.)29

Crisis Communicationand StrategyPresenterMr. Adelaide Cornelius30 CRISIS COMMUNICATIONSDefinition:A crisis is an extraordinary event or series of events that adversely affects the integrity of the products, the reputation or financial stability of the organization; or the health or well-being of employees, the community, or the public at large Reported by Pacific Telesis.

Introduction31Crisis has four defining characteristics. As Seeger, Sellnow and Ulmer September 2009, explain that a crises are "specific, unexpected, and non-routine events or series of events that create high levels of uncertainty and threat or perceived threat to an organization's high priority goals.cont -

Characteristics.32Thus the first three characteristics are that the event is :-1. Unexpected (i.e., a surprise),2. Creates uncertainty, 3. Is seen as a threat to important goals.4. Defining quality is the need for change. If change is not needed, the event could more accurately be described as a failure.

They argues that "crisis is a process of transformation where the old system can no longer be maintained. cont -

33If handled improperly, a crisis can destroy a companys reputation, drain its financial strength, erode morale and invite protracted investigations, heavy fines and negative publicity.

34List of crises could happen in organizations: -a product recall-a plane crush-government investigation-strike-insider trading scandal-protest-hostile takeover-death of top executive-sexual harassment-a hospital malpractice suit-CEO get arrested for drunk driving-computer system crash, causing to lose all data-etc35When TWA Fligths 800 crashed, the companys management was caught off guard. Having a crisis communication plan in place means preparing for even the worst kinds of disasters.Example: Crisis Communication

36TWA was criticized for not taking many of these actions when Flight 800 crashed off the coast of Long Island in July 1996, killing all 230 people on board. Critics accused TWA of taking too long to release the names of people on board and criticized the company for being unresponsive to the media. Furthermore, many felt that CEO, Jeffrey Erikson waited too long before addressing the public about the crash.37DoBe prepared for trouble. Identify potential problem.Appoint and train a response team.Prepare and test a crisis management plan.Do get top management involved as soon as the crisis hits.Do set up a news centre for company representative and the media, equipped with phones, computers and other electronic tools for preparing news releases.Do tell the whole story openly, completely and honesty. If you are at fault, apologizeDo demonstrate the companys concern by your statements and your actions.Crisis Communication StrategyWhat to do in a crisis?38Dont

Dont blame anyone for anything. Dont speculate in public.Dont refuse to answer question.Dont release information that will violate anyones right to privacy.Dont play favorites with media representative.Crisis Communication StrategyWhat to do in a crisis?391. Be prepared. Have a plan of action.Regardless of the crisis, there should be an overall crisis communications plan that can be put into place quickly.2. Build a crisis management team.A team of trained experts representing various local, state and federal agencies should be created that is aware that they could be called on at any time for assistance.

Effective Crisis Communication Strategy403) Be prepared to handle media inquiries and take action.The news medias first question was, What caused this?The utilitys response was, We have been unable to find the cause of the accident that resulted in the plane crash.Example, We are going to hire an expert to investigate the cause of plane crash related deaths to know the truth. 414. Convey a consistent message.

It was decided early on that the utilitys message must be one of empathy for the family of the victim.We also wanted to show our desire to obtain answers.The message was conveyed through one spokesperson who kept the media from venturing off course.A key ingredient in our responses was honesty about our efforts. 425. Consult with qualified experts.

One necessary qualification for the expert, aside from the obvious technical credibility, was a background in dealing with the media.The expert hired was through in his explanations, yet able to speak in a language that the media understood.43 6. Keep your employees informed.Before having a news briefing on the findings, the first item of business was to inform utility employees as a group.The utility director, as well as the consultant, spoke with the staff.After all, your employees are your most important asset.They are the people who must keep the company safe and reliable in the future.This incident could have had a huge impact on the morale of our employees, but it didnt because we let them know we were doing all we could to discover the cause of the accident. 44 What we hope other companies gain from this experience is to realize that crises do occur and you need to be prepared with an effective crisis plan, one that is constructed to effectively deal with intense public and media scrutiny.

Dont assume that it can never happen to your company.This example is proof positive that it can happen.

Conclusion45Thank You46