Public Relation
Crisis Respond
Rookie’s DiaryXinran RaoNew ork University
Before Crisis
Prepare a crisis communication process and management structure and get approval from leaders
• Executives can be prepared and accountable during crisis
• Reduce the risk of jeopardizing job when coordinating during crisis
Research and Understand audience group, including their attributions, differentiations, and expectations.
• If allowed, categorize them basing on company’s product lines or departments having direct interaction with.
• Monitor media coverage via clips
• Monitor social media via key words searchingBe Alert
• Closely track feedback from customer service and union
Store a generic, updated
information kit• Mission statement • Spokesperson training principles • Press release with introductory information about the company • Company contact list • Media list
Research and Savvy competitors’ advantages
Current (Crisis Occurs)
responsibilityvictim group
expectation
Definebusiness as usual needs
Suspend Reactquickly
sincerelyconsistently
Recordvictim feedback
& media coverage
YOU ARE WRONG YOU ARE VICTIM
Immediate
Apology&Mortification&Corrective Action
Directly Expected Respond
Apology & Immediate ActionrincipleCC Panel*
*CC Panel: crisis communication panel
Address Employees&Select, Train Spokesperson&Monitor Coverage&Press
Statement&Accessible Resource to Media
P
Effective OutletsConsist of Most Targeted/Concerned Audience
Seize Golden Hours for First-Mover Advantage Otherwise More Efforts Will Be Needed to Counteract Retribution Cycle
TimelyAs Soon As Recognizing Situation
Bolstering No Initial Respond While Denial Can Be Employed Too
Depending On The Degree of Reputational Impact
unctionaryBolstering & No word On Issue of No Responsibility
CC Panel*Address Employees&Prepare Talking Points&Monitor Coverage&Accessible Resource to Media
F
Effective OutletsPlace brewed the topic & Platform reaches most customers
Crisis Evolves
During crisis
Dormant
Who
What
Where
Why
• Spokesperson
• Timely update follow-up informations
• Be open, honest, and resourceful to media
• Hold necessary press conference/event
• Partially back to business as usual
• Prepare talking points
• Communicate effectively with investors • Monitor news coverage • Owned media
• Paid media
• Shareholder meetings of the company
• Keep audiences posted via effective multi-communication with the advantage from taking initiatives
• Monitor and frame media agenda• Pose an active, cooperative,
caring and consistent corporate image
Who• Principle
What
• Launch and implement promotional plans• Back to business as usual
• Conduct perception surveys • Monitor social media and news coverage
Where • Owned media• Paid media
• Shareholder meetings of the company
• Earned media
• Functionary
Why• Regain support from audience
• Shift attention from issue • Reestablish customer segment in market
• Functionary• Spokesperson (just in case)
Fearful Curiosity Anger
Disbelief
Expectation of Help
Concern Over Lack of ResponseFrustration At Perceived Delays
Internalization
Agony/Dread
Feeling Help Is Inadequate, Insincere and late
Hitting Back
Pooling Anger With Other “Victims”
Search For “Guilty” Groups And Individuals
Turn To Trial Lawyers Or
Other Activists
Seek Own Solutions
Sense Of Hopeless
Nobody Understands“They” Could Have Done More And Faster
Distorted Recollection With Permanent Anger Feelings and thoughts are expressed via
words Eventually they are put
into actions
through the process from the external to
the internal cycle.
Victim Cycle &
Issue Lifecycle