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

2. 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)

3. 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

4. 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

5. 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)

6. 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)

7. 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?)