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