Preparing the company,

its crisis team,

and its spokesperson
Public Relations
Our goal is to make
stakeholders FEEL and THINK
GOOD
about the company, its
products/services, and beliefs.
Your ultimate objective

Is to WIN the
HEARTS and MINDS
of your stakeholders
How?

The best way is to deliver

quality
at an acceptable
price.
The bottom line:
You keep them
satisfied and
happy, and they
will remain
LOYAL to you.
How?
Act with
Kindness
Sincerity
Honesty
Competence
Humility

BY BEING A GOOD PERSON

A good person is the best
IMAGE
In effect, you are telling your
market:
TRUST ME
When a company is trusted
It can sell anything
even at a higher price
Its employees are proud and productive
The trust will help it resolve problems,
manage a crisis
Image and trust play a major role
in managing a crisis
1. The public will give you more
leeway, understanding
2. They expect that you will do what
a good person is supposed to do:
whatever is right
In any crisis situation, your
primary objective is
CONTROL
Control is relative to situation
But what you do and say, and
what you do NOT do and NOT
say are critical
Whatever is the road taken, be a
good person and do what is
right
Various cases and how
they were managed

Wyeth recall
Semirara Mining landslide
Philex
Sulpicio tragedy
Pnoy: Wangwang, MRT
Other examples of PR crises
Product problem
Service failure
Congressional inquiries
Regulatory issues
Intra-corporate issues
Hostile takeover
Bankruptcy
CBA negotiations
Rivalry with another company, group
Who is the PR practitioner?
The communicator who
Builds up a clients reputation/image
Builds, maintains relationships with all stakeholders,
including media
Prevents an issue from becoming a crisis
Helps manage a crisis
The strategist who sees risks and opportunities, and
guides the client accordingly
The voice of reason when emotions are running high
A good person
Getting crisis-prepared
Build up/strengthen your image
Strengthen relations with media
Strengthen external relations
Form your core crisis group
Train your spokespersons
Institute a crisis mode process
Various media platforms
Print
Radio
TV
Wires
Online news
Digital platforms
Blogs
Social networking sites
Twitter, Instagram, etc
Introducing: The media person
A generalist
Looks for a BIG story ALWAYS
Is always under time pressure
Writes only 5% of what is said
Will not be 100% correct every time
Might write a different angle
Can be influenced by likes/dislikes,
friendship
What makes news?
New
Out of the ordinary
Controversial
Visual
Timely
A major event/incident/accident
Has local angles
When it involves big names or numbers
When it goes viral
The spokesperson
What you do/not do, say/not say will
influence news
Your pronouncements will reflect on the
company, its messages, and image
You are therefore a key factor in
controlling the situation
The spokesperson
Must know the issue and other issues
So he/she will appear
Credible
Authoritative
Sincere
Look and sound dignified
Come across as a good person
How to deal with media?
Be prepared
Be consistent with your messages
Do not lie
Simplify your statements, messages
Speak slowly and clearly
Do not be provoked
Do not joke
Choose your words
Watch your non-verbals
When a crisis strikes
Get your facts quickly -- and cross check
Decide if you want the story to be
Big
Small
Come out
Statement
Press conference
Digital platforms
Drafting the statement
Read and analyze the facts
Get additional facts
Consult experts, person in charge, Google
Decide on your messages
Decide: Big or small
Draft, re-draft, get final approval
Release
Ready to go?
Get your story out fast
You, not anybody else, should define the issue
Talk to media
Use your advertising clout
Cover the risk areas
Aggrieved party
Government
Others
When everything has been
said and done, and the
crisis has been resolved, go
back to basics: make being
a good person a habit
It is good for yourself, your
company, and for business.
It is critical to success.