Crisis Communication - Assignment Example

Crisis Communication Name Course Lecture Date Question 1 For this task, I selected the speech analysis template developed by Dlugan (2008). Initially I researched through several books on speech analysis in an effort to find the best template to analyze the speeches. However, the online article by Dlugan (2008) provided the best template to analyze my speeches. Since I already had the template to analyze the speeches, my next step was finding two speeches to analyze. I selected a speech by the US president Barrack Obama as he is one of the best known orators in the world. My next speech I analyzed was made by Lt. Lt. General David Morrison on soldier’s misconduct. Before analyzing the speech using the template, I read through the speeches carefully several times identifying various features of the speech I would use in my analysis. Finally, I wrote down the main idea of each speech in the template, the major points made to support the main idea, the speech organization, the delivery clarity and non-verbal cues used to communicate the speech. In this analysis of speeches during crisis I learnt the importance of showing concern for those who have been affected by a crisis. Secondly, the speeches contained relevant information about the shooting incident and soldiers’ misconduct. Thirdly, when handling crisis it is important to admit mistakes which the Brigadier does by noting there have been increasing incidents of soldier misconduct. By issuing the speeches to the media, President Obama and the Lt. General are co-operating with the media as it is important in recognizing the media as partners rather than enemies in handling crisis situation. Both the president and the LT. General are objective in their speeches and tell the truth about the two incidents which avoids the media exposing and embarrassing them later in case they were not truthful. Question 2 My second task for this unit involved analyzing an article on how an organization had been able to successfully handle a crisis. My first step involved searching for relevant articles in the library database. In my search I used the keywords “crisis communication” and “public relations” and I was able to find several articles that were associated with my topic. After shifting through various abstracts in my search I was able to select on Article on how United Airlines and American Airlines had been able to handle the travel crisis that resulted from the September 11 terrorist attacks. I started by analyzing the purpose for writing the article. Secondly, I noted the research method the two authors had used in conducting research for the article. Thirdly, I analyzed how the airlines had been able to apply the concepts of crisis communication to successfully handle the crisis. From this articles analysis I was able to see how various concepts of crisis communication are applied in practice. The two airlines success in handling the crisis can first be owed to the fact that they provided relevant facts about the incident to the public. Secondly, the airlines addressed the question of customer confidence by resuming flights almost immediately and providing a lot of information on the procedure for booking flights after the attacks (Greer and Moreland 2003). The airlines also issued condolence messages to their customers and the general public a factor that indicates they were concerned about their welfare. From the articles I was able to learn how to be precise and direct to the point in communicating with customers. The structure of the article also improves the readability of the article significantly as ideas flow from one level to the next. Question 3 In this task I was required to write a letter to the managing director of my company advising him on the need to hire a National Crisis Communication Manager in the event our organization would be affected by the Salmonella outbreak. Secondly, I was also to persuade the manager why he should provide crisis communication training to senior management staff incase our organization becomes affected by the Salmonella outbreak. My first task for this assignment was to gather background information on the Salmonella outbreak. This involved looking at news articles which had discussed how several of our competitors had been hit by the salmonella outbreak crisis. Secondly, I had to understand the theories that explain why Salmonella outbreaks occur. Since hygiene was a huge factor in the development of salmonella, organization that would be affected by a salmonella outbreak would face considerable embarrassment and a loss of consumer confidence. Thus my letter was aimed at persuading my organization to prepare proactively for a Salmonella outbreak. In this task I was able to apply various concepts that I have learned about business communication. First, I was able to learn how to be brief and audience centered in my communication as the managing director has little time to read through lengthy communication. Secondly, I was able to apply a writing style and tone that was formal and conversational in my effort to persuade the manager to train senior staff on crisis management. Thirdly, business communication should be straightforward and errors free, in observing this concept the letters contained no technical terms or acronyms that the recipient would find hard to understand. The letters were also persuasive, as they first articulate the negative effects of a Salmonella outbreak in the organization and then suggest what the organization should do to handle the outbreak. The letters are also concise using the least possible amount of words in communicating the message. Question 4 In this task the first step was to find articles and books that discuss how organizations have been able to successfully handle crisis in their operations. In this task we worked as a team with each member analyzing a different article on crisis communication. After identifying each of the articles for the research we hand to analyze the ideas of crisis communication found in the articles. The analysis of the articles involved dividing the articles into two parts. The first part of the analysis identified the main idea of the article. The second part on the other hand articulated the supporting idea found in the article to explain the main idea. The aim of this task was to show how successful crisis communication can assist organizations to survive crisis that could otherwise mean their demise. Completion of this task was more exciting than any of the other tasks in this unit. From this task I was able to learn the most about crisis communication. From the article on Toyota recall crisis, I learnt that organization that are in crisis need to co-operate with the media in handling crisis, instead Toyota viewed the media as adversaries. Secondly, accepting responsibility is critical for effective crisis communication something that Toyota and HIH executives failed to do thus affecting their public reputation negatively (Kurhajcová 2010). In contrast, United Airlines were able to handle the September 11 terrorist crisis by satisfying the information needs of their customers following the crisis. BP strategy was also successful as they provided information update that showed they were doing their best to contain the gulf oil spill. BP also showed empathy to the public by communicating the fact that they were concerned and were trying to contain the gulf oil spill. According to Seeger (2006), honesty, Candor and openness are essential in establishing an effective crisis communication strategy. Question 5 We were able to enjoy several benefits of working as a team. First we were able to complete tasks faster as each of us would be given a portion to complete. Secondly, we were able to identify and correct mistakes in each other’s drafts which would ordinarily be submitted with the mistakes if we were working as individuals. Finally, we were able to assist members who were having difficulties in understanding their roles in the completion of the task especially due to difficulties understanding English. However we still encountered a number of obstacles. First, making decision was slow as everybody had a different idea on almost everything. Secondly, some members maintained they were right while all along knowing they had diverted from the instructions. Finally, some members failed to contribute equally to the team task and we had to complete their work for them. To improve the teamwork and our problem solving ability I feel I should have taken the following of steps. First I would have persuaded the member to recognize the team was made up of people from diverse backgrounds and thus roles should have been assigned according to each member’s strengths and weaknesses (Salas, Sims and Burke 2005). Secondly, since I was the team leader, I would take time to read the class instructions to all members and make sure they had understood clearly what they were supposed to do. Since some of the students have learnt English as a second language I would assist them correct the grammar mistakes they made in their completed submission to the group. While assigning roles in the group I would ensure each member gets a role that brings out their natural strength. Furthermore, I would avoid using technical words, slang and regional sayings in my completed submission as my culturally diverse team would have a hard time understanding such words. References Dlugan, A 2008, Speech Analysis #1: How to Study and Critique a Speech, retrieved 5 November 2012, http://sixminutes.dlugan.com/speech‐evaluation‐1‐how‐to‐study‐critique‐speech/ Greer, C & Moreland, K 2003, ‘United Airlines’ and American Airlines’ online crisis communication following the September 11 terrorist attacks’, Public Relations Review, Vol. 29, Iss. 4, pp. 427–441. Kurhajcová, L 2010, 'EFFECTIVE COMMUNICATION DURING THE CRISIS SITUATION', Revista Academiei Fortelor Terestre, 15, 2, pp. 229-233, Academic Search Complete, EBSCO host. Salas, E, Sims, DE, & Burke, CS 2005, Is there a “big five” in teamwork?, Small group research, 36(5), 555-599. Seeger, MW 2006, 'Best practices in crisis communication: an expert panel process' pp.5-11 Read More