1. 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 `

2. When the Chinese President visited the U.S.

3. When the American President went to China

4. 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.

5. 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

6. 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.

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

8. 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?

9. 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

10. 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

11. 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

12. 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.

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

14. 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.

15. 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.

16. 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

17. 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”

18. 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……..

19. 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.

20. 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

21. 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.

22. 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.

23. 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.

24. 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.

25. 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

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

27. 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

28. 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.

29. 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.

30. 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

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