Effective Strategies for Public Relations and Crisis Management
The message the organization should share with these audiences should be very similar.
Firstly, they should highlight how successful they have been recently and all the different ways they can help the audiences addressed. The organization should also send a few members to China months in advance to talk about the benefits of this program and how people can benefit from it. The message should also highlight that these dentists are qualified professionals with years of experience that want to make a change in the world. In order to turn these audiences into active supporters of the organization in China, people there have to see the benefits first so it is very important to have a good impact the first few weeks. One example of a US charity company that has been successful in China is Operation Smile that has been able to expand their frontiers and help people in China and all over Asia. They have been able to understand and adapt themselves to the different cultures and people in this country and consequently work with the local organizations too, which is key to turn each group into an active supporter.
As the Vice President of Public Relations for a Corporation
that is battling a consumer activist group, we have to be very careful with every action we take. At the strategic level, we weigh the potential impact on customers and the expected effect on sales before deciding on a course of action. Activist consumer groups are a major challenge to the public relations staff of an organization. Is it best to accommodate their demands? Is it better to stonewall them? Should the company change its policy? Douglas Quenqua, writing in PRWeek, offered some general guidelines on how to take a proactive stance when working with consumer groups?
DO:
- Work with groups who are more interested in finding solutions than attracting publicity. Sometimes some groups just want to attract publicity but are not really invested in the case. Identify these groups and work with those trying to find solutions.
- Offer transparency: Activists who believe you are not being open with them are unlikely to keep dealing with you.
- Turn their suggestions into action. Show them that you are willing to make changes and listen to them. Activists want results.
DON’T:
- Get emotional when dealing with advocacy groups. You have to show that you are approachable, but do not let them dictate what you should do, you are in control of the situation.
- Agree to work with anyone making threats.
- Expect immediate results: Working with adversaries takes patience because establishing trust takes time and a lot of work and commitment.
As a Public Relations Representative
my job is to handle communications and promote the good image of an organization, in this case, Carnival Cruise Lines. Crisis management is an important part of my job so after being notified that the Coast Concordia has run aground off the Tuscany Coast, my first job is to gather the first and most accurate information about the situation. Afterwards, I release a press statement in which I state that the company is doing everything in their power to handle the situation. In that same press statement, I include full details with links to Foreign Office advice, Embassies and Twitter accounts that will have constant updates on the situation. By no means I point fingers at different people because the people back home need to see that we are a team working together to fix the problem. All we say is that there is an investigation ongoing to clarify the reasons why the ship hit the rocks. Moving forward, the most important thing is to manage the crisis in both the short term and long term. In the short term, I would highly encourage the director of Carnival Cruise Lines to be on site within hours giving condolences to those affected via TV and radio interview which helps shape public opinion to a more positive view. In the long term, I would work on building trust and promoting the good image of the organization by learning from our mistakes and working to fix them. The most important thing when it comes to cruises is security so us as a company should put all our work towards improving and guaranteeing security. My job as a PR representative is to transmit positivity and promote the good image of the organization to make our customer trust us again.
CHOCO-RIFFIC
The healthiest chocolate in the world
We developed a candy that tastes just as good but it is also healthy.
By eating them you can lose weight
“For when you are tired of Hershey’s”
Objective 1:
To increase by 20 percent product and brand awareness by June 30th, 2020.
Objective 2:
To increase sales by 15 percent by the end of 2020.
Strategy 1:
To increase brand and product awareness we will participate in the 2020 All-candy Expo which is scheduled for February 1-4 in NYC.
Strategy 2:
To gain these objectives we will focus on gaining exposure by spending 40% of our marketing and PR budget on social media and advertising strategies including new pricing strategies (low price strategy)
Budget:
Our budget is $250,000
- 40% on advertising and social media action ($100,000)
- 50% of increasing brand and product awareness at the All-candy Expo ($125,000)
- Remaining 10% ($25,000) on required resources (People, time, materials.
There will be evaluations at each stage of the program.
- Evaluations every quarter of the year and at the end of every campaign (Formative)
- There will be a summary of the campaign and results upon completion (Summative)
5.