Bài giảng Business Communication - Chapter Eleven: Crisis Communications and Public Relations Messages

Chapter ElevenCrisis Communications andPublic Relations MessagesMcGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.Learning ObjectivesLO11.1 Explain how crisis communications and public relations messages impact organizational reputation.LO11.2 Describe the nature of crisis management in today’s organizations.LO11.3 Apply the AIM planning process to crisis communications.LO11.4 Construct effective and responsible crisis messages.LO11.5 Explain how to handle external complaints and negative rumors.Learning ObjectivesLO11.6 Review crisis communications for fairness and effectiveness.LO11.7 Describe the role of public relations messages in today’s organizations.LO11.8 Apply the AIM planning process to public relations messages.LO11.9 Construct effective and responsible public relations messages.LO11.10 Review public relations messages for fairness and effectiveness.Crisis Communication MessagesCompanies should operate under the assumption that crises will occurTo minimize and correct damage to victims and avoid excessive reputation loss, companies should excel at all stages of crisis managementThe Stages of Crisis ManagementStakeholder GroupsIdea Development for Crisis CommunicationsPreventable crisis, stakeholders believe the company is to blame and is completely responsible for the damages and losses to stakeholdersCreating Crisis MessagesOnce crisis communication teams have planned their messages, they must act under significant time pressures to compose them. They must also act quickly to modify them for various media: letters, emails, web pages, blogs, texts, radio and television broadcasts,Reviewing Crisis MessagesDuring the crisis response stage, you will likely be pressed for timeIn these tense moments, rereading your written crisis communications is essential Pay special attention to accuracyThe Role of Public Relations TodayCorporate reputationan intangible asset that allows the company to better manage the expectations and needs of its various stakeholders, creating differentiation and barriers vis-à-vis its competitorsComplete the Campaign CycleSocial Media TeamsDevelop formal social media policiesMonitor internal and external communitiesEngage online communitiesAct as first responders by acknowledging mistakesTools for PR Messages: Information Age Audiences and Social Age AudiencesAudience Analysis for Public Relations MessagesFrom what sources do they get information about you and your competitors?Through which communication channels can you best reach them?Matching Influence Techniques to Public Relations Efforts