SCRISIS COMMUNICATION Pertemuan 15 – 16 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: CRISIS COMMUNICATION AND PUBLIC RELATION Tahun : 2010

Bina Nusantara University 3 Learning Objectives  Understand where crisis communications and the role of public relations  List the key components of crisis communications  Understand the diversity of approaches  Start to build your own communications using public relations as effective tool  Understand how public relations work in the severe crisis communications

Bina Nusantara University 4 CRISIS COMMUNICATIONS  What is Crisis? “Situations characterized by surprised, high threat to important values, and a short decision time”; (Ole R. Holsti). Thierry C. Pauchant & Ian J. Mitroff: “A disruption that physically affects a system as a whole & threatens its basic assumptions, its subjective sense of self, its existential core”.

Bina Nusantara University 5 CRISIS COMMUNICATIONS  What is Crisis? “Crisis are forewarning situations that run the risk of escalating in intensity, falling under close media or government scrutiny, interesting with normal operations, jeopardizing organizational image and damaging a company’s bottom line.” (Steven Fink).

Bina Nusantara University 6 CRISIS COMMUNICATIONS  What is Crisis? “A crisis is an extraordinary event or series of events that adversely affects the integrity of the product, the reputation or financial stability of the organization; or the health or well-being of employees, the community, or the public at large.” (Pacific Telesis).

Bina Nusantara University 7 HOW TO COMMUNICATE DURING A CRISIS (1)  Set up a central information center.  Provide a constant flow of information. When information is withheld, the cover-up becomes the story.  Be familiar with media needs and deadlines.  Be accessible.  Monitor news coverage and telephone inquiries.  Communicate with key publics.

Bina Nusantara University 8 HOW TO COMMUNICATE DURING A CRISIS  Put the public first.  Take responsibility. An organization should take responsibility for solving the problem.  Be honest. Don’t obscure facts and try mislead the public.  Never say, “No comment.” means that the organization is guilty of wrongdoing.  Designate a single spokesperson

Bina Nusantara University 9 HOW ORGANIZATIONS RESPOND TO CRISIS  Attack the accuser  Denial. The organization explain that there is no crisis.  Excuse. The Organization minimizes responsibility.  Justification. Minimizing with a statement…  Ingratiation. Actions are taken to appease the publics involved.  Corrective action. Steps are taken to repair and to prevent repetition.  Full apology. We must ask forgiveness.

Bina Nusantara University 10 RISK COMMUNICATION  VARIABLES AFFECT PUBLIC PERCEPTIONS: (1)Risk voluntary taken to be accepted better than those over which individuals have little or no control. (2)The more complex a situation, the higher the perception of risk. (3)Familiarity breeds confidence. If the publics understands the problem and its factors, it perceives less risk. (4)Perception of risk increases when the messages of experts conflict. (5)The severity of consequences affects risk perceptions. There is a difference between having a stomachache and getting cancer.

Bina Nusantara University 11 RISK COMMUNICATION (1)  (Suzanne Zoda)  Suggestions to Communicators: (1)Begin early and initiate a dialogue with publics that might be affected. (2)Actively solicit and identify people’s concerns. (3)Recognize the public as a legitimate partner in the process. (4)Address issues of concern, even if they do not directly pertain to the project. (5)Anticipate and prepare for hostility. (6)Understand the needs of the news media. Provide accurate, timely information and respond promptly to requests. (7)Always be honest, even when it hurts.

Bina Nusantara University 12 HOW TO USE THE INTERNET SOLVING A CRISES  The organization can use its website and extranet to reach external stakeholders, send messages internally as well as externally, and use the intranet for staff. The internet is relevant to crises in tree ways: (1) It can be used by pressure groups to oppose the organization on an issue. (2)Its use by third parties can trigger a crisis. (3)It can be used to resolve a crisis

Bina Nusantara University 13 FOUR STAGES OF INTERNET ATTACKS  Typically, there are four stages of development: 1.Genuine personal experience—where the motivation for the action is based on personal experience and their decision to raise it in the public arena is personal. 2.A ‘triggered personal experience’ where the motivation to register a view is partly influenced by others. 3.Falsified postings. These are dangerous because an individual can exploit the lack of verification of their identity and of their claimed experience. 4.A skilful attacker can be almost sure that sustained Stage 3 attacks will lead to stage 4; escalation into prominent news websites and other media.

Bina Nusantara University 14 FIVE OPTIONS IN INTERNET ATTACK: 1.Try to get retraction in the same media; 2.State the correct information on the organization’s Website. 3.Use correct facts in a positive angle that the media will report, and attempt to shrug off the previous incorrect statements. 4.Place news paper advertisements correcting the claims. 5.Telephone, meet with, send messages and write to key stakeholders to explain the real position.

Bina Nusantara University 15 FOUR STAGES OF INTERNET ATTACKS  Typically, there are four stages of development: 1.Genuine personal experience—where the motivation for the action is based on personal experience and their decision to raise it in the public arena is personal. 2.A ‘triggered personal experience’ where the motivation to register a view is partly influenced by others. 3.Falsified postings. These are dangerous because an individual can exploit the lack of verification of their identity and of their claimed experience. 4.A skilful attacker can be almost sure that sustained Stage 3 attacks will lead to stage 4; escalation into prominent news websites and other media.

Bina Nusantara University 16 CRISIS COMMUNICATION MANUALS ON INTRANETS:  Intranet based crisis communication manuals can: (1) be easily accessed and updated; (2)Include detailed background information cumbersome to maintain and update in hard copy; (3)Include easily accessible databases and comprehensive media and stakeholder lists; (4)Facilitate the rapid dissemination of media releases, stakeholder updates or announcements by Web- ready electronic lists.

Bina Nusantara University 17 USING THE INTERNET TO DEAL WITH A CRISIS ARE: (1)Place an internet action plan in the crisis communication manual. (2)Include an IT expert or Web specialist on the crisis communication manual; (3)Practice downloading and transferring documents, photographs, video and audio onto the website; (4)Prepare pro-forma documents for the rapid-response Web pages ready to be completed during the crisis. (5)Use the website to update the public and media by posting statements, frequently-asked-question sheets. (6)Maintain an database of key media and stakeholders so that information can be sent to them as soon as possible.

Bina Nusantara University 18 INCORPORATION ON EMERGENCY WEB PAGES : (1)A list of confirmed survivors and missing employees. (2)Frequently updated organizational news about the status of the recovery effort and other related information for employees. (3)Contact information for your employee assistance program, health insurance provider, message center and other corporate services. (4)A web-based from that enables employees to communicate with management if they can’t access their employer’s internal system. (5)A message board to facilitate communication among many people at once. (6)Information about alternative work sites or temporary offices. (7)Links to external sites that may help employees, such as relief organizations, local hospitals and government agencies. (8)Information about any community relief efforts the employer itself is undertaking, and links to organizations where employees can make donations.

Bina Nusantara University 19 Thank You