CHAPTER 9

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QUICK QUIZ

Whats the number one topic that PR people request in mid-career seminars?

a.k.a.

Crisis Management

Issues Management
Risk Communication
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Define:

Issues Management

Public relations counselor W. Howard Chase defined it as: the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills toward achievement of one objective: meaningful participation in public policy that affects personal and institutional destiny.
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Issues Management 5-Step Process

Evaluate its program in terms of reaching organizational goals

Implement action program to communicate the organizations views and influence perception on the issue
Display the various strategic options available to the organization

Analyze and delineate each issues impact on constituent publics

Identify issues with which the organization must be concerned
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Anticipate emerging issues

Maintain a profit-line orientation

Plan from the outside in

Identify issues selectively

Deal with opportunities Develop an action timetable

5

Deal from the top

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OVERVIEW

Job Tasks of Issues Management

I.
Identifying issues and trends

II. Evaluating issue impact setting priorities

III. Establishing a company position IV. Designing company action and response
to achieve results
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QUICK QUIZ

Whats involved in

I.

Identifying issues and trends?

Traditional research methods Focus on organizations own geographical area

Stay informed about what is being said about the organization

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QUICK QUIZ

Whats involved in

II. Evaluating issue impact setting priorities?

Set up issues committees within the organization Set up priorities within the organization

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QUICK QUIZ

Whats involved in

III. Establishing a company position?

Formal or informal processes

Position papers or policy statements by top managers

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QUICK QUIZ

Whats involved in

I.

Designing company action and response to achieve results

Aim for integrated responses Coordinate various branch offices Contact lobbyists Speeches, advertising, and employee updates may be necessary
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Lets Discuss:

Risk Communication

Perception is Reality

Frequent & Forceful Communication is Necessary

Health & Environmental Hazards

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High Level of Emotions

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Steps to Planning a Risk Communication Program

Recognize that risk communication is part of a larger risk management programbased on power, politics, and controversial issues. Train management to deal effectively with the news media. Develop credible outside experts. Become an in-house expert to enhance your credibility with journalists.
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Steps to Planning a Risk Communication Program

Give the news media solid facts and figures BEFORE they approach you. Verify and double-check your data.

Research the medias and other publics perceptions of your organization to gauge credibility.

Understand your target audiences and how the news can help you communicate effectively.
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MANAGING IN A

Warning signs that appear with crisis:

Close Outside Scrutiny Insufficient Information
Loss of Control

Siege Mentality
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Managing in a Crisis
1
2 3
Define and understand the risk. Describe the actions that might mitigate risk. Identify the cause of risk. Demonstrate responsible crisis management
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 Be Prepared Be Available Be Credible

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say

No Comment
Public hears that as

Guilty!
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for communicating in a crisis

Tell it All
and

Tell it Fast!
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Communicating in a Crisis

Speak first and often.

Dont speculate.

Dont fight with the media.

Establish yourself as an authority. Stay calm.

Go off record at your own risk.

Stay with the facts.

Be opened and concerned, not defensive.

Make your point and repeat it.

Be truthful and cooperative.

Never lie.

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HINDSIGHT:

Things Exxon Should Have Done

1. 2. 3. 4. 5.

Develop a clear, straightforward position

Involve top management

Activate third-party support Establish on-site presence Centralize communications
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Copyright 2001 Prentice Hall, Inc.

HINDSIGHT:

Things Exxon Should Have Done

6. 7. 8. 9. 10.

Cooperate with the media

Dont ignore employees

Keep the crisis in perspective Position for the time when the crisis is over Continuously monitor and evaluate the process
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Copyright 2001 Prentice Hall, Inc.