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Nowadays the society is flooded with crises and burning issues that affect individuals and organizations. Smart managers value pr advice in developing response both to crises and to public issues in general. That’s why pr ppl who work in this field are maybe the most respected and highest paid ppl in this prof-n. There is executive post “issues managers”, who deal with dif issues affect comp.
Crisis Management: In a world of instantaneous communications the number of crisises (in business, government, labor and so on) has expanded exponentially. Our society is flooded with front-burner issues that affect individuals & organizations (Such as: abortion, AIDS, discrimination, downsizings, environmentalism, energy conservation).
Helping to manage crisis is the ultimate assignment for a PR-professional.
Executive posts for IM has been created by many companies.
Issue Management: The term was created in 1976 by Howard Chase:
“IM is the capacity to understand, mobilize, coordinate and direct all functions and skills toward achievement of 1 goal: meaningful participation in creation of public policy that affects personal & institutional destiny”
5-step process:Identify issues (with which org must be concerned) Analyze & delimit (определить границы) each issue (considering its impact on public) Display to org various available options Implement a program (to communicate the views of org) Evaluate this program (in terms of reaching the goals of org)
Elements: Anticipate (предусматривайте) emerging issues (pre-crisis planning) Identify issues selectively Deal with opportunities & vulnerabilities Plan from the outside in (external factors prior to internal) Profit-line orientation (типо нацеливаться на profit всегда) Action timetable Dealing from the top (начинать и делать все дела, советуясь с топ-менеджментом)
Implementingосуществ IM. 4 tasks:Identify issues & trends Evaluate their impact (они для этого создают специальные Issue Committees и им все поручают) Establish a company position Design a company action & response to achieve results
Risk communication (RC) – is an outgrowth (результат) of IM, it’s based on a concept “Perception is reality”.
RC – the process of taking scientific data and presenting it to a lay audience in a manner that is both understandable & meaningful.
RC deals with the level of emotion.
7 steps in planning RC program: Recognize RC as a part of Risk Management program Train management to deal effectively with news media Develop credible experts to act as news sources for journalists Become an in-house expert Verify the veracity of your data Research perception to gauge credibility Understand your target audience and how news media can help you to communicate effectively
А про Voice of experience вот, что самое главное:
We need to: respond swiftly;focus on the victims & on the cause;act, not react, quickly & cohesively;follow key steps: 1. Take responsibility 2. Communicate 3. Show compassion 4. Protect the CEO 5. Remember the law;express the company’s feelings;explain what was wrong and what is doing to correct the problem;get out the truth fast.
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