BCEN 3510: Business Communication

Chapter 11: Crisis Communications and Public Relations Messages

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)

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

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

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)

Crisis Communications and Public Relations Messages

• 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)

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?)