2. Crisis Communication L 1 Ing. Jiří Šnajdar 2016

3. Communication planning is the art and science of reaching target audiences using marketing communication channels such as advertising, public relations, experiences or direct mail for example. It is concerned with deciding who to target, when, with what message and how.

4. A communication plan includes: “Who” - the target audiences “What” – the key messages that are trying to be articulated “When” – timing, it will specify the appropriate time of delivery for each message “Why” – the desired outcomes “How” - the communication vehicle (how the message will be delivered) “By whom” - the sender (determining who will deliver the information and how he or she is chosen)

5. “Some are born great, some achieve greatness, and some hire public relations officers.” Daniel J. Boorstin In a world flooded with companies fighting for market share, attention and respect it is essential for any business to be capable of building and maintaining good and strong relationships with public. Public relations is a great tool to do so.

6. What is public relations? What is the history behind it? Why is PR so important for a business strategy? How to use it in the most effective way? Public relations is the practice of managing the spread of information between an individual or an organization (such as a business company, a government agency, or a nonprofit organization) and the public.

7. Why is it important to include public relations in a business strategy? PR helps to achieve a wide variety of objectives. It provides an ability to achieve mutual understanding, generate positive image, influence opinion and behavior of other people, build trust and confidence. Also, it helps to solve crisis situations, get over misunderstandings and improve relationships with customers, employees and stakeholders.

8. PR does not only influence things we cannot measure like image, reputation and relationships. It also supports the increase in brand awareness which in turn brings the increase in revenue. How to plan PR? SOSTAC analysis is a great tool to develop an effective campaign. SOSTAC is an abbreviation for: Situation analysis, Objectives, Strategy, Tactics, Action and Control.

9. Another possible area to use public relations in is during a some type of crisis. Any time an individual, a company or an organization might face a public challenge to its reputation. This may happen because of technical or human breakdown, boycotts, strikes, lawsuits, accidents, misdeeds, errors, mistakes and rumors. In this case crisis communications is designed to protect and defend the reputation.

10. To get over a crisis with minimum losses requires good planning before a crisis even begins. Pre-crisis planning involves looking out for potential sources of crises, evaluating issues in their possible likelihood and impact, evaluating risks and threats. Another step is to design tools and systems to deal with an issue. It includes selecting crisis management team, selecting spokespersons, developing crisis management plan and preparing crisis communication system.

11. “A crisis is unpredictable but not unexpected.” (Coombs, 2015) It is impossible to predict with a hundred percent certainty what might happen but spending time on preparing will definitely pay off. This type of pre-crisis training will help to handle a crisis situation properly and prevent or lessen the negative outcomes. When a crises outbursts, a company has to respond as quickly as possible. Depending on the situation it can choose a defensive or accommodative response.

12. It may choose to attack accuser by confronting him, threating or failing a lawsuit, deny any accusations, make up excuses, justify what happened, remind others of the past good deeds, take corrective action or make a full apology. In order to recover from the crisis a firm has to keep an open communication with its audiences including its stakeholders and continuing tracking issues and risks.

13. When a crises passes, a company should evaluate how everything was handled and what they learned. Managing post-crises gives a chance to restore a possibly damaged reputation and shape memories of internal and external audiences. It is important to remember that good reputation is a key asset of the company. Good reputation makes it easier to find new valuable employees.

14. To sum up, good public relations is essential for a successful business. It takes a lot of research, effort and preparation to communicate the right message in the right way at the right time to the right audience but it pays off. PR plays a vital role in promoting products and services to potential and existing customers. Moreover, it is the most cost-effective method for raising brand awareness.

15. Crisis communication Organizations that are exceptionally profitable and well managed can encounter sudden problems that may rock their entreprise. When crisis occur, organization are compelled to communicate to various audiences. The quality of these communications is crucial for the success of the organization. Effective communication during this times can transform potential disasteres into positive situation for the company.

16. What is crisis communication? Crisis communication involves identifying internal and external recievers who must recieve information during times of crisis. What is a crisis? L.Barton defines a crisis as a major, unpredictable event. That has potentially negative results. The event and its aftermath may significantly damage an organization and its employees, products, services, financial condition, and reputation.

17. Communicators concieve, create and disseminate messages to these internal and external recievers, and are ready to recieve and respond to feedback from these audiences. Crisis management involves communication, but is not only about communicating. Crisis communication is a very real problem for contempory organization. Not reacting to a crisis can result in the generation of employee rumors, plummeting stock values, a lack of employee confidence, and reduction in consumer trust.

18. Crisis communication planning. Proactive planning referes to preparetion before the fact. Proactive planning is sometimes done in anticipation or in preparation for the phenomenon. Steps to crisis planning Secure commitment fro top management to be open and honest during crises Establish crisis communication team Braistorm regarding crises Identify stakeholders and prepare appropriate messages Choose methods for communicating messages Sequence messages

19. Steps to crisis planning Identify spokespersons and establish a communicating center Record the plan Simulate and coach Update periodically

20. Recommendations for crisis communicators Respond quickly Use your plan Be accessible Remember your internal stakeholders Avoid silence and „no comments Be truthful

21. Crisis communication is an important element of effective organizational communication. There is a cliche that suggests that the only thing one can be sure of are „ death and taxes“. An organization might be wise to add crisis to the list of inevitable eventualities.

22. In case of bad press, a solid PR strategy reduces damage. Public relations builds relationships, boosts an organization's credibility, benefits the reputation, helps to gain allies, advocates and supporters. It positively affects sales and revenue. That is why public relations should not be neglected. For a business which is not engaged in PR activity, perhaps it is time to make public relations its priority.