Introduction 1. EFFECTIVE PUBLIC RELATIONS 2. CRISIS COMMUNICATION What will we cover in this topic? 1. EFFECTIVE PUBLIC RELATIONS 2. CRISIS COMMUNICATION 3. ISSUES MANAGEMENT `

When the Chinese President visited the U.S.

When the American President went to China

PUBLIC RELATIONS Public Relations is a process involving many subtle and far reaching aspects like research and analysis, policy formation, programming, communication, and feedback from numerous public. People has wrong impression and define Public Relations by some of its most visible techniques and tactics, such as publicity in newspaper, a television interview with an organization’s spokesman, or the appearance of a celebrity at a special event.

Definitions of Public Relations “Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program action to earn public understand and patience.” - PR Newsletter Public Relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; involves the management problems or issues; helps management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal. - Rex Harlow, founder PRSA

Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. - Scott M. Cutlip, Allen H. and Glen M.Bloom Today modern practice of Public Relations “ a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals. - Professors Lawrence W.Long and Vicent Hazelton The approach is foster open, two way communication and mutual understanding with the idea that an organization also changes its attitudes and behaviors in the process – not just the target audience.

Keywords from the Definitions of PRs Deliberate Planned Performance Public interest Two- way communication Management function

Public Relations as a Process Public Relations is a process – that is , a series of actions, changes, or functions that bring about results John Marston use RACE as 4 key elements for the Public Relations activities: Research. What is the problem or situation? Action( program planning). What is going to be done about it? Communication (execution). How will the public be told? Evaluation. Was the audience reached and what was the effect?

Steps in Public Relations Process   "How did we do?" "What's happening now?" "How and when do "What should we do we do and say it?" and say, and why?" 1. Defining Public Relations Problems 4. Evaluating the Program Assessment Situation Analysis Implementation Strategy 2. Planning and Programming 3. Taking Action and Communicating

Public Relations – Process As A Never-ending Cycle In 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. Research and analysis Policy formation Program assessment and adjustment Programming Communication Feedback

Components Of Public Relations Counseling Research Media Relations Publicity Employee/Member Relations Community Relations Public Affairs Government Affairs Issues Management Financial Relations Industry Relations Development/Fund Raising Multicultural Relations/Workplace Diversity Special Events Marketing Communications

Public relations differs from: Journalism Advertising Marketing Public relations supports marketing When Public Relations becomes part of marketing strategy, it is often called marketing communication. Public Relations can be used to create an environment in which a corporation can successfully sell its products.

Models of Public Relations Press Agentry /Publicity Public Information Two-Way Asymmetric Two-Way Symmetric

Characteristics of Four Models of Public Relations   Model One Way Two Way Press Agentry/ Public Two-way Publicity information Asymmetrical Symmetrical Purpose Propaganda Dissemination Scientific Mutual of information persuasion understanding Organizational Advocacy Mediation contribution Nature of One-way; One-way;truth Two-way; communication complete truth important imbalanced balanced effects not essential effects Communication Source to Rec Source to Rec Group to Group feedback Little; Formative; research counting house readability evaluative of evaluation of ,readership attitudes Source: Adapted from Grunig and Hunt, Managing Public Relations, 1984, p. 22.

The Values of Public Relations Need not more information but sensitive communication, with Public Relations Practitioner can explain the goals and methods of individuals, organizations, and governments to others in a socially responsible manner. Provide what the other are thinking to guide the individuals, organizations, and governments in setting their policies wisely for the common good.

CRISIS COMMUNICATIONS WHAT IS A CRISIS ? “situations characterized by surprise, high threat to important valves, and a short decision time” — Ole R.Holsti “a disruption that physically affects a system as a whole and threatens its basic assumptions, its subjective sense of self, its existential core” — Thierry C.Pauchant and Ian J. Mitroff

What Is A Crisis ? Pacific Telesis reported has the best definition: 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”

Organizational Crisis List 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 -etc……..

Crisis Communications Plan 14 Percent of business crises are unexpected, 86 percent are ‘smoldering’ crises in which an organization is aware of potential business disruption long before the public finds out about it (Institute of Crisis Management) The study also found out 50% of 500 companies did not have a crisis communications plan even 89% of CEO aware business crisis almost inevitable. A crisis communications plan is important as handling a crisis effectively could save lives and millions of dollars A well managed crisis will enhance one’s reputation and business. A poor managed one can damage both the organization up to costly litigation.

Communication During a Crisis Put the public first Take responsibility Be honest Never say" no comment” Designate a single spokesman Set up a central information center Provide constant flow of information Be familiar with media and deadlines Be accessible Monitor news coverage and telephone inquiries Communicate with key publics

Crisis Communication Strategies Attack the accuser Denial Excuse Justification Ingratiation Corrective action Full apology To consider more accommodative strategies if defensive strategies are not effective in repairing an organization’s reputation or restoring previous sale levels.

Accommodative strategies emphasize on repair, which is needed as damage worsens Defensive strategies (denial, excuse and attack the accuser), become less effectives as organizations are viewed as responsible for the crisis.

Some organizations not adopt an accommodate strategies or two way communication when deal with crisis or conflict with some publics due to: Management’s moral conviction that the public is wrong Legal constraints Prohibition by senior management against an accommodative stance. Possible conflict between departments of the organization on what strategies to adopt. Moral neutrality when two contending publics want the organization take sides on policy issued.

ISSUES MANAGEMENT One of the component of Public Relations and strategic planning. It involves an assessment of an issue and its importance to the organization.

Bader Rutter & Associates Issues Management Matrix High impact on business Build alliances Priority for resources Low opportunity to influence High opportunity to influence Infrequent monitoring Constant monitoring Low impact on business Bader Rutter & Associates

Issues Management is a proactive and systematic approach to : Predict problems Anticipate threats Minimize surprises Resolve issues Prevent crises

Definition of Issues Management Issues Management is the organized activity of identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and more positive range of organizational responses toward the future. --- Coates, Jarratt and Heinz Issues Management is proactive in that it tries to identify issues and influence decisions regarding them before they have a detrimental effect on a corporation. --- Philip Gaunt and Jeff Ollenburger The basic concept of issues management is proactive planning

Contrast Between Issues Management And Crisis Communication Proactive vs Reactive Crisis communication more reactive dealing with an issue after it becomes public knowledge and affects the company Issues management is active planning and prevention will be a difference between non-crisis and crisis.

Most organizational crises are self-inflicted because management ignored early warning signs. Organizations would avoid bad publicity and public outcry if they had paid attention to the concept of issues management.

Steps in Issues Management 1. Issues Identification 2 Steps in Issues Management 1. Issues Identification 2. Issues Analysis 3. Strategy Options 4. Action Plan 5. Evaluation

Conclusion Can you now distinguish public relations, crisis communication and issues management?