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Session: Public Rela+ons (Issue and Crisis Management)
Session: Public Rela+ons (Issue and Crisis Management)
Session: Public Rela+ons (Issue and Crisis Management)
Public
Rela+ons
(Issue
and
Crisis
Management)
MarComm & PR
Organisa(on
(Firm/Industry)
Goods
/
Services
Public/Market
Money
/
Goodwill
/
Loyalty
Informa+on
MarComm & PR
PUBLIC
An
amorphous
group
of
people
who
come
together
because
they
share
some
common
concern
or
cause.
Can
be
of
two
kinds:
Internal
-
Mgmt.,
employees,
shareholders,
dealers
External
Customers,
Suppliers,
Govt.,
Media,
Banks
and
Financial
Ins+tu+ons
MarComm & PR
PUBLIC
RELATIONS
PR
is
the
deliberate,
planned
and
sustained
eort
to
establish
and
maintain
mutual
understanding
based
on
truth,
knowledge
and
full
informa+on,
-
Ins+tute
of
PR,
Britain
MarComm & PR
ELEMENTS
OF
PR
It
is
a
2-way
communica+ons
process
PR
works
at
crea+ng
mutual
understanding
among
its
dierent
publics
It
gives
a
lot
of
importance
to
public
opinion
It
is
always
involved
in
social
responsibility
MarComm & PR
14 ACTIVITIES
Publicity
Communica+on
Public
Aairs
Issue
Management
Govt.
Rela+ons
Financial
PR
Community
Rela+ons
Industry
Rela+ons
Minority
Rela+ons
Adver+sing
Press
Agentry
Promo+on
Media
Rela+ons
Propaganda
MarComm & PR
CASE
STUDIES
J
&
J
Tylenol
Cadburys
Dairy
Milk
PG&E
Co.
MarComm & PR
ISSUE
MANAGEMENT
Issues
if
not
dealt
with
at
the
right
+me
can
become
a
crisis.
Mostly
public
in
nature.
Three
important
points
for
issue:
There
should
be
two
sharply
ended
opinions
There
should
be
an
emo+onal
involvement
There
should
be
some
concern
for
the
society/environment
MarComm & PR
That may
create problems
MarComm & PR
MarComm & PR
10
DEFINITION
Crisis
management
is
a
structured
approach
to
the
handling
of
crisis
aiming
to
put
in
place
a
communica+ons
strategy
designed
to
direct
the
right
informa+on
to
the
right
people
with
the
maximum
speed,
minimizing
the
risk
of
misinforma+on
and
helping
overall
damage
limita+on.
Very
important
to
keep
in
mind
PUBLIC
OPINION.
MarComm & PR
11
Environmental Nimbus
MarComm & PR
12
Latent Issue
Groups Form
Social Action
Occurs
Public Opinion
Forms
Event Occurs
Time Lapses
MarComm & PR
Debate Occurs
13
MarComm & PR
14