lecture crisis

8/10/2019 Lecture Crisis

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The Crisis Campaign


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Crises vary in nature, magnitude, and intensity

but most can paralyze a corporations ability to

function and erode its credibility and reputation


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Not always easy to differentiate between a

simple problem and a true crisis


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Emergency planning is not about anticipating all possible crisis

scenarios.

Primary objectives are to:

Assess the organizations overall preparednessculturallyand logisticallyfor dealing with a disaster

Identify the PR departments and managements strengths

and weaknesses Develop a good response game plan that is appropriate

for the organization


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Planning for the Unplanned

In PR terms, planning can accomplish 2 things:

It can make something happen

It can prevent something from happening


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Four Risk Strategies

Low real risk; low perceived risk

Often dealing with worried well people who worry

about risk of developing skin cancer after 2 hours of

tanningall that needs to be done is to communicate

individually with those concerned

Low real risk; high perceived risk Communicate a situation of risk but lessen fears at the

same timehelps a lot if agency has high degree of

credibility


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Four Risk Strategies

High real risk; low perceived risk

Oppositeeg: anti-smoking campaignspublic

indifference has to be overcome, and often is done so only

over the long haul, after sustained and organized

communication effort

High real risk; high perceived risk

Get out the crisis communication planif you dont haveone, theres very little you can do again, if you are a

credible agency, you are more likely to be believed

whatever the situation or communication strategy


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Themes of a crisishealth issues, scientific achievements,

consumerism, nationalism, or demand for reform

These major themes have profound political, economics, and

social consequences


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Eg: HIVhas taxed hospitals, clinics, public and private health

providers around the world..projected loss of business from

AIDS exceeds $2 bil in the 1980s


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By:Don Sapatkin The Philadelphia Inquirer, Published on Mon May 06 2013

PHILADELPHIAThe 1987 New York Post headline THE MAN WHO

GAVE US AIDS was arguably one of the most influential of all time.

Patient Zero a promiscuous gay Canadian flight attendant had

spread AIDS from coast to coast. The story sparked sensational media

coverage, drove a book onto the bestseller lists, pushed the gay diseaseonto mainstream Americas radar screen and helped jump-start an activist

movement, all of which eventually focused more money and scientific

brainpower on an epidemic that had already killed tens of thousands.

It was also wrong intentionally creating a scapegoat to publicizeAnd the

Band Played On , Randy Shilts authoritative chronicle of the early years of

AIDS. The book mentioned the case on just a dozen or so of its 630 pages.


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Eg: Chernobyl - an explosion and fire released large quantities of

radioactive particles into the atmosphere, which spread over

much of the western USSR and Europe..the battle to containthe contamination and avert a greater catastrophe ultimately

involved over 500,000 workers and cost an estimated 18

billion rubles (505,835,833.53 US Dollar)


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CANBERRA, Australia The chief executive of QantasAirways says the carrier's flight schedule will return to

normal by Tuesday after an Australian court intervened ina bitter labor dispute that prompted the world's 10th-largest airline to ground its entire fleet.

The court ruling is a major victory in the airline's battlewith unions representing pilots, aircraft mechanics,baggage handlers and caterers, whose rolling strikes

have forced the cancellation of 600 flights in recentmonths, disrupted travel for 70,000 passengers and costQantas 70 million Australian dollars ($75 million).

(2011)


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Qantas has launched a national

print campaign to win back

customers after the weekends

crisis.

The airline has taken ad space in

the Sydney Morning Herald, The

Australian and the Australian

Financial Review.

Qantas spokesperson Sophia

Connelly told Mumbrella about the

brief for agency M&CSaatchi: It

was straightforward to be able to

communicate with our customersthat they could travel with Qantas

with confidencetheir flight would

not be re-timed or cancelled as a

result of strike action.

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