MKCO7

Corporate
Communication:
Public Relations

Let us pray

Graded Recitation
The PR Process
Issues Management and
Crisis Communications

Graded Recitation

Graded Recitation

Graded Recitation

Graded Recitation

The Public Relations Process

The Public Relations Process

Cutlip et. Al.

The Public Relations Process

Research

Evaluation

Objectives

Programming

Organization
Communication Audit
Reputational Assessment
Problem/Opportunity
Reactive
Proactive

Target Publics
Identification
Targeting

Specific OBJECTIVES
Measurable
Attainable
Realistic
Time-bound

IMPACT
Informational
Attitudinal
Behavioral

OUTPUT

PROGRAMMING
1. Stating theme/messages

PROGRAMMING
2. Planning the action or special event
Central action or event that frames the theme

PROGRAMMING
3. Planning use of media controlled or earned

4. Effectively communicating the program

Source credibility
Salient information
Effective verbal cues
Effective non-verbal cues
Two-way communication
Opinion leaders
Group influence
Selective exposure
Audience participation

EVALUATION
Behavioral Objectives:
Info Objectives
Direct question
Message exposure
Observations
Comprehension
Retention

Attitudinal
Objectives
Likert Scale
Semantic
differential

Output
Quantity
Efficiency
Optimal use of
resources

Using research and

proprietary tools, Ogilvy
PR arrives at an insight
about why people think
what they think and what
will alter their thinking.

This insight is then

used to drive the
BIG IDEA that runs
throughout the
campaign.

Those who truly yield

influence are mapped, then
engaged by messaging that
will most effectively move
them to re-tell your story
and ultimately take action.

Para kanino ka bumabangon?

Para sa anak. Para sa kaibigan. Para sa di mo kakilala.
Para sa bata. Sa isip-bata.
Para sa marami. Para sa sarili.
Pag may Nescaf Classic na puro at tunay, sumasarap ang umaga.
Para hindi ka lang basta gumigising.
Bumabangon ka nang may dahilan.
Dahil pag tinulungan mong bumangon ang isang tao, parang buong bayan na
rin ang bumabangon.
Bangon na sa Nescaf Classic.

Issues Management and

Crisis Communication

The time to repair

the roof is when the
sun is shining.
JOHN F. KENNEDY

Crisis Communication Plan

PR Writing by D. Newsom and J. Haynes

PLANNING
Develop a series of scenarios that reflect the kinds of crises
your organization may face and evaluate realistically the
probability of their happening.
Identify a crisis management team, specifying roles of each
member. Train and retrain. Goal is to speak with one
corporate voice.
Implement policies and strategies designed to monimize
the impact of crises.
Review entire plan at least annually. Ensure members have
immediate access to current plan.

Crisis Communication Plan

PR Writing by D. Newsom and J. Haynes

CRISIS EVENT
When a crisis erupts, activate the crisis management team
immediately.
Strive for timely, consistent and candid flow of accurate
information to both external and internal publics to allay
fears and stifle rumors
The organization should continue to function as normally
as possible, leaving it to the crisis management team to
contend with the crisis.
Make adjustments to policies and strategies as needed to
arrest the crisis. Seek public support as needed.

Crisis Communication Plan

PR Writing by D. Newsom and J. Haynes

RECOVERING FROM A CRISIS

As needed, make changes in policies and strategies to
speed recovery from the effects of the crisis.
If necessary, make changes to the structure of the
organization.
Seek as soon as possible to re-establish the operation of
the organization to the level it had before the crisis or even
better.

Crisis Communication Plan

PR Writing by D. Newsom and J. Haynes

EVALUATION
Learn from the crisis experience. Evaluate its causes, the
organizations responses to it and the outcomes.
Modify policies and strategies in light of this experience
Update the crisis management/communication plan in
light of this most recent experience.

Sources of Crisis
PR Writing by D. Newsom and J. Haynes

Source of Crisis

Violent: Cataclysmic
Immediate Loss of Life or
Property

Nonviolent: Sudden Upheaval

But Damages, If Any, Are
Delayed

Act of nature

Earthquakes, forest fires

Droughts, epidemics

Intentional

Acts of terrorism, including

product tampering, when these
result in loss of life or
destruction of property

Bomb and product-tampering

threats, hostile takeovers, insider
trading, malicious rumors and
other malfeasance

Unintentional

Explosions, fires, leaks, other

accidents

Process or product problems

with delayed consequences,
stock market crashes, business
failures.

Personal Perceptions and Problem Situations

The way we look at a

problem situation
determines our
approach to solving it.

The complexity of our view is shown here. Other intervening

factors arise when we attempt to communicate our
perception including how we want others to think of us.

Ideals

Sentiments

Objectives

Your Past
Experiences

Self Concept

Obligations

Usefulness of observations
depends on self-awareness,
recognition of your own
involvement

Your Interpretation
of the Situation

Reference: Robert L. Kata, Human

Relations Skills can be Sharpened,
Harvard Business Review,
July/August 1956

Incident? Emergency? Crisis?

INCIDENT
Any event or situation which may
adversely affect people,
property the community or
the environment

Incidents or emergencies are

not crises although may
develop into one

EMERGENCY
An adverse incident that requires
immediate response, ranging from
medical attention to mass
evacuation

CRISIS
A situation that
severely compromises
the safety and wellbeing of people, or
endangers property,
community,
environment, business
operation/ profitability
or corporate reputation
causing public or
media attention.

Nine PR Fiascos handled well

http://www.businessinsider.com/pr-disasterscrisis-management-2011-5?op=1

Source: Corp
Comm Collab

Sources: Rediff,
Public Relations
Consultants
Association of
India

Sources: BrandZ, Th
e Guardian

Assignment
Dealing with Crisis Situations
(Choose only three and submit a
one-page reaction paper)
Due on JANUARY 31, 2015

SITUATION
You got a call from an angry
customer who claims that he found
a cockroach in the soft drink he
bought from a neighborhood store.
He threatens to blog about it unless
your company makes a public
apology and pay him morale
damages amounting to a million
pesos.

SITUATION
The labor union in one of your
manufacturing plants has filed a
notice of strike. If it pushes through,
the delivery of your product to a
major customer may be delayed and
his possible dissatisfaction may
prompt him to go to your
competitor.

SITUATION
You invited the lifestyle reporters only
from the top three daily newspapers,
thinking that these have the most number
of readers anyway. You deliberately did not
invite the other six newspapers to the
launch of your latest must-have gadget.
Because of this, the reporters from these
so-called minor papers decided to boycott
your company in future coverage.

SITUATION
The driver of the truck you rented to
deliver your finished goods met a
road accident this morning. He
apparently lacked sleep because of a
last-minute delivery he accepted last
night. Because of the accident, the
driver sustained major head wounds.
The goods were not delivered on
time.

SITUATION
Your company sponsored a feeding
activity in a public school. But a few
hours later, some 20 elementary students
from the school were brought to the
community hospital, complaining of
stomach ache. Apparently, they were
victims of food poisoning and some
parents alleged that it was due to your
feeding program. The incident has
already been reported in the evening
news of the major TV stations.