BCEN 3510: Business Communication

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Presentation transcript:

BCEN 3510: Business Communication Chapter 11: Crisis Communications and Public Relations Messages

Crisis Communications and Public Relations Messages Applying the AIM Process for Crisis Communication Conduct an Audience Analysis Develop the Idea Victim crisis (earthquake, flood, etc.) Accident crisis (company is responsible but stakeholders understand) Preventable crisis (company is to blame and responsible)

Crisis Communications and Public Relations Messages Applying the AIM Process for Crisis Communication (continued) Structure the Message Express concern Explain corrective actions Provide instructions Provide an excuse or justification Issue an apology and explain compensation, if appropriate

Crisis Communications and Public Relations Messages External Complaints and Negative Rumors in the Social Age Gather the facts Avoid heavy-handedness (force) Respond quickly Use appropriate channels Rely on external advocates Respond with credentials

Crisis Communications and Public Relations Messages Review Crisis Messages Proofread each message carefully Ask for feedback from others Apply the FAIR test Facts (factual) Access (accessibility, transparency of motives) Impacts (impact on all stakeholders) Respect (is message respectful)

Crisis Communications and Public Relations Messages A primary goal is “corporate reputation” Gain/maintain credibility in a post-trust age Economic responsibility Ethical responsibility Social responsibility Build a brand or strategic promotion Complete a campaign cycle (listen & research)

Crisis Communications and Public Relations Messages Public Relations Messages (continued) Communicate good things the company does Move from information age to social age PR Review PR messages carefully Proofread and get feedback for PR messages Apply the FAIR test Facts (factual) Access (accessible and transparent) Impacts (impact on all stakeholders Respect (is message respectful?)