PR Script thuyết trình

What bout the issues and crises? How deal? Here I’m talk 3 phases.

Regarding, identify the potential events that might happen to us. Here
we have ... What might be the impacts?
4, Crisis (Gia Bao):

Proactive: Issue Management: 3/7 steps:

at least 3 triggering events (none similar to the crisis given).

Event 1: Being cyberattacked => information stolen.

+ Analysis:

Impacts on:

- Our company:
o Lost of reputation:
Lose trust of stakeholders, perceived as unprofessional
Negative media coverage
Face legal actions
o Lost of revenue:
Lose sales, profits (intellectual property/projects cannot be used
anymore)
o Regulatory fines: GDPR (EU) (10-20 mil euros, 2-4% annual
revenue)
- Our customers: exposed to face identity theft, phishing, other cybercrimes.
- Our staff/celebs/artists: also exposed to cybercrimes, but much worse. Face
blackmail, harassments, mental issues.

Team -> Coping strategy.

+ Strategy decision

Before it happens:

- Improving cyber security

- Training staff and artists on cybercrime awareness.
When it happens:

- Communicate, honestly and openly to our stakeholders. (Announce the

issue, apologize, cooperate)
- Try to secure the data, track the hackers, collect evidence
- Seek guidance and legal actions, filing a lawsuit, report the incident.

Event 2: Being accused of treating unfairly.

+ Analysis:

Impacts on:

- Our company: (also reputation and monetary loss)

o Reputation:
Backlash from fans
Face legal actions (being sued,...).
Negative attraction from the media => more people to hate our
company.
o Revenue:
Boycotted.
Lost deals with sponsors/brands.
- Our sponsors/partners:
o Boycotted/negative reviews.

Team => strategic response.

+ Strategy decision

Before it happens:

- Make sure that they are treated fairly

- Fair and clear contracts, make sure that they are well-informed of that.

When it happens:

- Conducting internal investigation (feedbacks => satisfaction of company’s

environment, treatment, etc.) and external investigation (the root of the
accusation, verify the accusation) => improve if true.
- Communicate openly and honestly with the stakeholders. Announce the
accusation, keep the stakeholders updated and apologize if it’s true.
- Take legal action (wrongful accusation).
Event 3: A celeb being accused of bullying, fat-shaming when at highschool.

+ Analysis:

Impacts on:

- Our company:
o Reputation: backlash, criticism from the publics, for harboring a
bully. Also face legal actions (being sued by the accuser)
o Revenue: boycotted, sales, streams, downloads drop significantly.
Lose deals with sponsors/partners.
- The accused member: lost reputation, fan support, career opportunities.
- The music band he is in: lost fan support, sales, popularity. Receive backlash
as well. Had to perform without the accused member
- The brands/sponsors working with him: Receive boycotts and bad reviews.

+ Strategy decision

Before it happens:

- Conducting background checks and interviews

- Provide training and education on bullying prevention and intervention for
your music group members and staff
- Observe, be alert for any signs of bullying. Intervene if necessary.
- Listening to and addressing the concerns and complaints of their celebrities,
staff, and fans

When it happens:

- Conduct an investigation (internal and external) to verify the accusation. Be

neutral.
- Provide support and counseling to the music band, the accused member, the
victim.
- Communicate honestly and openly with the public: announce, keep them
updated, apologise and show commitment to repair such incidents if
necessary.
- Take disciplinary action (public apology, suspension, termination)

Reactive:
 A former trainee accused the company of overworking trainees and limiting
their daily food intake to the extreme.

+ Deal with the given crisis with at least 3 strategies. (together or separately).
- Investigation:
o Internal: collect feedbacks from our employees/trainees on their daily
meals and schedules.
o External: Contact the accuser for more information, but she denied to
give more info and denied to meet us directly.
- Threaten: to file a lawsuit against her. => spy.
- Denial: We officially deny the accusation.

Recovery:

Keep communicate with the stakeholders/Rebuild reputation:

- Sued the competitor and won (announce on website and other news
websites)
- Gave the accuser another chance (on social media)
- Improve working environment, publish daily meals of employees, collecting
feedbacks from them about the diet and schedules and improve if necessary.

Fundings:

- Co-establish “MyCewchey” – a non-profit, non-gov organisation providing

the weak, trainees, with adequate legal information, and raise their
awareness of preventing slave contracts through courses and lessons, as well
as affordable lawyers and relevant services to support and guarantee their
rights and duties before signing any contracts, as well as defending them if
something occurs.
- Fund “Body Positivity” campaign, supporting free body shape.