Page 24 - Crisis Communication Practical PR Strategies

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Introduction 5
As this book clearly illustrates, the media wield huge influence in
any society. Almost daily, there are examples of how the media have
the power either to play down or exacerbate a crisis. In Chapter 9, we
learn how to deal with negative media. Preparation is half the battle.
In addition, there are tips to help formulate a well-founded response
or comment. Working proactively is the obvious route: continuously
seek out potentially negative reports so you can prepare your response
and take damage limitation measures. The international impact of the
media is illustrated in the case study of damage control in the Low
Countries.
Training is essential if you ever need to speak to the media or go on
television or radio. It is crucial that you are prepared for this if a crisis
erupts. In such an event it is best to work with a spokesperson who
knows the ropes. In Chapter 10, we become better acquainted with the
media and examine the recommended approach when dealing with
journalists or broadcasters.
In the next chapter we address the role of the board of directors.
Board members are often difficult to train: they are too busy, do not
see the point of crisis training, or they do not dare expose themselves.
The author of Chapter 11 provides real examples to demonstrate that
the role of senior management in a crisis is crucial and how, if they are
not properly trained and prepared, they can make things infinitely
worse.
If a business problem develops into a legal dispute, this can have a
devastating impact on a company. The case study presented in
Chapter 12 shows that the interests of the various parties involved
must be analysed, that the reputation management team must be con-
versant with the legal system and the media, and that all communica-
tion should use clear and concise language.
Sustainable enterprise is a priority for businesses. Companies that
operate in an environmentally responsible manner improve their repu-
tation. As a result of past environmental disasters caused by industry, we
are now better prepared for such crises. Yet preparation and speed
remain indispensable. Chapter 13 offers tips that all companies should
observe.
Chapter 14 focuses on the internet, a source of constant and instan-
taneous information. The internet creates many new opportunities
and challenges, but it also presents risks for those responsible for com-
munication. Stakeholders are more readily inclined to take the initia-
tive, and place and search for information online. Chapter 15
summarizes some of the pitfalls with which public relations profes-
sionals are confronted and how they deal with these.
The role of risk manager is relatively new in most large companies,
but it is a position that is gradually carrying more weight. In Chapter