Managing a Crisis Using Public Relations Essay -- Business Management

Managing a Crisis Using Public trans figureionHandling Public Relations for any organization can be a very difficult parturiency in any circumstance - even under simple, non-crisis situations.When a crisis strikes, thats when PR managers really have their workcut out for them. A PR manager must always be prep atomic number 18d for theinevitable crisis to happen because that is when their jobs are reallytested by the public and the organization. American WattageCorporation was planning to launch Greenergy by Green Energy whichfocuses on creating a disclose solution to energy than electricity byusing wind energy. My job as the PR manager was to formulatestrategies to manage a crisis and make the well-nigh effective use of PRtools to slip away with all the publics. In this paper, I will givea summary of the simulation and how I detainmentd the different tasks thatwere assumption to me as well as go into detail on how crisis managementshould really be handled.As the PR manager of Green Energy, my first task was to determine howto allocate my budget of $1 million to formulate a PR plan that wouldencompass all relevant aspects of corporate communications. I chose some(prenominal) ways in which to spend the budget allowed for PR ? I spreadthem out in four different categories research team setup plan, mediarelations plan, marketing and PR advertising plan, and crisismanagement and communication plan.My second task was to handle a crisis that injured people because ofour equipment. What message did the company want to communicate aboutthe crisis to the public? Prior to reading week 4?s text, I chose thatwe would say ?No comment? because I thought it would be better togather all the facts first then go to the public with the teaching.I will explain later in the paper why I should not have chosen thatroute. My third task was deciding on whether to come clean about whatreally happened on how those people were injured by the equipment. Idecided to use great publici ty choosing to do a major communicationexercise and come completely clean which was the correct choicebecause that act alone could help sterilize credibility for the company.Handling a crisis can be very difficult for a company ? but whatexactly qualifies as a crisis? According to Seitel (2004), a crisis isa ?situation that has reached a critical phase for which dramatic ande... ...004). The most effective crisiscommunicators are those who provide prompt, frank, and fullinformation to the media in the ?eye of the storm? (Seitel, 2004).Silence not only angers the media but also compounds the problem. Thequick rule to effective public relations communication is to ? key itall and tell it fast? (Seitel, 2004). When information gets outquickly, this stops or minimizes rumors and nerves are calmed. Thebasic goals of crisis management are 1) terminate the crisis quickly,2) limit the damage, and 3) restore credibility. Following these goalswill ensure a successful public relations plan f or any organization.Crisis management definitely needs to be addressed in any organization? although it is usually not a fun role for the public relationsmanager. However, if the appropriate steps are taken on how to handlecrises, this will ensure the public that the organization can still betrusted no matter the situation. In the end, that really is theultimate goal ? to be sure credibility is restored in theorganization.ReferencesSeitel, F. (2004). The Practice of Public Relations, (Ninth Edition).Prentice-Hall Upper Saddle River, NJ.