Can an Effective Crisis Management Plan in PR Be Prepared Beforehand - Essay Example

Can an effective crisis management plan in PR be prepared beforehand? Table of Contents Introduction 3 Discussion 4 Contingency theory 7 Four models of Public Relation 9 Press Agentry Model 9 Public Information Model 10 Two-Way Asymmetric Model 10 Two-Ways Symmetric Model 11 Initial Response 12 Reputation Repair 13 Conclusion 14 References 16 Introduction Crisis is a condition that threatens the reputation or integration of a company. The situation of crisis usually occurs due to any kind of theft issues, legal disputes, flood, fire, accident or manmade disasters. Crisis situation can also emerge as a result of media publication, in terms of business appropriateness and ethical standards. In order to overcome crisis issues, appropriate planning is needed. Crisis management planning identifies the potential crisis that tends to occur in an organization and incorporates pivotal strategies to mitigate the risks associated with crisis. The aim of crisis management plan is to reduce the damage that occurs from crisis. Public Relation strategies for crisis management help to limit the damage that occurs due to crisis. Organizations should monitor the facts due to which the crisis occurred and listen to their stakeholders during a crisis situation. Management of the crisis by deciding on the key messages is exceptionally important as it is the best way to reach each group quickly. Managing spokesperson and responding to media quickly is also essential to reduce effects of crisis. A quick response regarding a crisis situation does not allow public and media to speculate rumours. Rumours are very dangerous because they impact the brand image of an organization. It is also important for employers and managers to develop proper platform that can help to prepare an appropriate communication with different stakeholders. Most of the organizations, in the contemporary era emphasize on the development of crisis management plan that can be incorporated beforehand. Public Relation has become an important tool for business organizations, non-profit and government organization because it helps to limit the chances of crisis related situations. While crisis cannot be avoided by organizations every time but with appropriate planning with help of public relation strategies and preparations, they can be managed. Marketing experts have many different opinions regarding the planning and execution of crisis management planning in Public Relations. Some people believe that crisis management planning cannot be incorporated beforehand, which is not appropriate. This essay elaborates the crisis management techniques and provides evidences that prove that those techniques can be implemented before crisis occurs in organizations. Discussion There was a lack of implementation of theories on Public Relation practices in the past. This factor limited the research as there were no guidelines set for crafting communications, strategies, plans or programs. In the contemporary era several theories have been developed by researchers and marketing experts regarding crisis management approaches. Some important Public Relation themes are discussed in this section. The crisis management is considered as a process that deals with main proceedings like general public and stakeholders. It comprises of evaluating probable threats and finding best possible ways to nullify those issues. It is the job of crisis management and public relations professions to stay one step ahead. According to Vincent Hazelton and Lawrence W. Long, the public relations are well-defined as communication utility of a management that focuses on maintaining, altering and adapting their environment. In public relation author Eric Dezenhall stated that crisis management is the hunt of redemption and improvement in the marketplace. It is believed that the planning of creating crisis management in public relations before it happens is one of the most important decisions of an organization. The decision of practicing scenarios, choosing crisis team and creation of crisis management beforehand will provide opportunity for businesses to know what they might face in future (Saad, 2005, p.12). The preparation of effective crisis management plan can be created in advance and lessen future organizational problems. Mattord and Whitman believe that crisis management plan is integrated after and during the time of disaster. According to Matt Statler and K. Bradley Penuel, the time of real crisis may not be appropriate time to create second-guess decisions and think (Penuel, Statler and Hagen, 2013, p.244). Therefore, it is critical to think in advance about long-term outcomes and important decision for application of crisis management. Crisis management model According to Pratt and Gonazalez-Herroro, the crisis management model consists of three different stages. Three different phases of crisis management model are diagnosis of crisis, choosing suitable turnaround approach and adjusting towards changes. The crisis management can be implemented speedily at the time of crisis (Alfonso, 2008, p.8). The crisis management model is for the creation of crisis management plan in advance. Diagnosis of crisis This is the first step to indicate and detect future crisis. Managers and leaders have to sense warning signs and indication of crisis. Furthermore, preparing plan for crisis management in advance requires help from managers and leaders within the enterprise to prepare employees that are capable of facing certain crisis. The application of appropriate crisis program can make employee motivated and determined. It is crucial for superiors in public relations department to evaluate and assess performance of their subordinates. This process of evaluation is required to be conducted from time to time basis. This will provide vivid explanation about the performance of subordinates. According to Robert L. Dilenschneider, if a company fixes themselves for crisis, then it would have effective degree of control over future complex crisis (Dilenschneider, 2000, p.121). The effective diagnosis of crisis can allow organization to remove any further uncertainty and risk. This would enable to ensure better control over its destiny. The performance of employees and changing behaviour of customers must be regulated and considered to warn against future consequences and foresee crisis. The public relations practitioners need to understand relationship between issues and crisis. These two share deep relationships. Suitable turnaround approach After the diagnosis of crisis, it is crucial for management team of crisis to jump in to suitable turnaround approach. These stages of crisis management are based on present ongoing signal of crisis. The adverse business operations, contentious issues, damaging brand reputation, corporate moves and scandals are some important crisis issues that can heavily affect in public relations. This part of strategy proves the fact that effective crisis management plan can also be created in advance of crisis in public relations. According to Kathleen Fearnbank, the utilization of contemporary and classic cases is vital for development of effective crisis management model in business and public relations (Feam-Banks, 2010, p.182). It can be notified that introduction of crisis management can avoid possible mismanagement. Consequently, the crisis management can be effectively created at advance for the betterment of the organization. Adjusting towards changes The implementation of change process within the public relation and business is critical for effective functioning in future. Every process within public relations management should be monitored and implement new processes in the system. The way of communication with media and public is critical for effective development of public relations (Larkin, 2008, p.18). The introduction of effective crisis management should provide benefits public relations projects and professionals by building mutual and long-term relationships with its publics and organizations. According to Pollock, the aim of creating effective crisis management is to provide strategic solution and resolution towards initial disaster. The author wants to state that current operative crisis management plan can be after monitoring early disaster. Furthermore, Pollock also states that the crisis management model can manage media and public perception successfully. According to James E. Grunig, every top management must include effective public relation within their business operations. The author believes public relations serves more as top level managers and counsellor (Grunig and Dozier, 2003, p.198). The senior’s managers are advanced towards communication division. The managers should know what is critical for development of public relation between organization and public, rather than waiting for development of crisis. The approach development of effective crisis management develops from responsive to improvement. James E. Grunig tries to prove their excellent public relations can be developed of successful crisis management plan. The author wants to present that risk assessment can be conducted for industrial accidents, natural hazards, and other external threat that can act as danger for public relations. Contingency theory One of the first steps to ensure that organization is properly arranging for crisis by preparing contingency plan beforehand. The contingency plan is incorporated within the crisis management theory. Mitrook, Sallot, Cameron and Cancel identified that the contingency theory in public relations can have 86 variables to influence the decision making process of an organization. The preparation of successful contingency theory beforehand is first step to prove that organization are prepare for any future crisis in public relations. The practitioners of public relations are viewed as critical part of crisis management team. The public relations stages can be complex. Therefore, it is pivotal to implement effective crisis plan to nullify any future crisis. It is better for assess and respond quickly towards any future damages. The occurrence of future crisis can be damaging for organization. The crisis management team must create a crisis model and plan that should create a stimulated situation. This scenario would be used as a drill for creation of effective plan (Fall, 2004, p.4). This process of developing stimulated scenario can encourage and motivate team members from crisis management department to introduce solution for different situation. For example, cyanide-laced Tylenol capsule introduced by Johnson & Johnson Company has led to the death of seven people. This is primarily a pain killer medicine that was infected by cyanide. The company wants to put safety of customer at first position. This lack of effective crisis management model has created difficulty for Johnson & Johnson Company. The company had to be stop advertising and production of cyanide-laced Tylenol capsules. This event of negative brand image can create adverse and damaging impact towards the company. Therefore, it can be stated that creation of effective crisis management model and strategy can proved to be crucial for elimination of future consequences. The contingency theory should clearly state and specify that designated personalities such as team members from crisis management department and company spokesperson should have authority to publicly speak and describe about crisis (Burnett, 1999, p.9). For creation of crisis plan in advance, it is pivotal for organization and public relation department to ensure that contingency plan and theory is followed effectively. The contingency should notify and state that crisis team members and public relation practitioners must quickly learn each function that is required to be accomplished. The important part toward successful crisis management plan is efficiency and speed of working. When any information is required to be presented internally and externally, it is vital to provide accurate information. The information must include correct and precise. This would benefit designated person to create clear and effective contingency plan. Mayer Nudell created contingency theory for terrorism. The author wants to state that marketplace terrorism can act as complex task for company spokespeople. The crisis management approach by Steven Fink states that companies with effective crisis management plan have opportunity to make progress 2.5 times quicker than that of organization with lack of beforehand crisis management plan (Doeg, 2006, p.63). Steven Fink also notified that lack of crisis management strategies has caused calculable and direct damage towards the profits of organization in public relations departments. This can be concluded that successful crisis management strategies and plan in public relation department can be prepared in advance. The crisis management model and contingency theory provides enough description that alterations towards management operations and identification of certain vulnerabilities can benefit public relation department and organizations. This strategy helps to prevent future crisis. The short-term and long-term effects of negative decisions are required to be considered by decision makers. The job of decision makers is critical towards preparing operational contingency plan and crisis management model. The occurrence of crisis can lead to disruption within organization and public relations department. The identification of processes and critical function is vital for crisis plan. The guidance and information provided on these theories effectively states that continuation and effective planning can help to create effective crisis management plan. Four models of Public Relation This part will discuss about the models of PR. Press Agentry Model During the nineteenth century several procedures were implemented, in order to limit the chances of crisis in business organizations. It has been observed that Agentry model has proved to be a significant approach in the favour of Public Relation and their strategies. The press agents were generally hired to conduct advertisements in order to manipulate the people towards a particular brand. Celebrities majorly play the role of press agents because they have the potential top represent an organization or the products of a brand. Press agents are responsible for influencing the audience, without conducting surveys. Press Agentry Model of PR is not useful for planning a strategy beforehand of crisis. Crisis on a particular situation occurs under several circumstances (Burnett, 1999, p.9). Therefore Press Agentry model is not appropriate as it includes false statements by marketers. According to James Gruing, Press Agentry model is an essential component of PR. Almost every company in the modern world provides advertisements in order to influence people and enhance sales. Organizations can plan appropriate advertisements beforehand for audiences because it has the ability to reduce the chances of the occurrence of Crisis (Ritchie, 2004, p.5). This kind of planning can help the organizations to enhance their corporate image in front of customers. Public Information Model Public Information Model is a one way communication technique; however accuracy of information is vital in this model. Public Information Model was developed in the 20th century, in order to overcome the issues related to crisis. The incorporation of Public Information Model stabilized the society significantly. Most of the organizations continued false practices, which declined the image of the organizations because of lack of ethical practices (Jaques, 2007, p.11). The business organizations that incorporated Public Information Model became well-known and this strategy proved to be very essential while planning crisis management programs. Two-Way Asymmetric Model Two-Way Asymmetric Model is a method wherein organizations develop a survey system to receive important feedbacks from customers. It has been observed that this model aims at gaining customer attention by organizing survey methods for customers; however the surveys are not implemented in the organizational practices. Several companies have incorporated such strategies because it helps them to get the response from customers about their products. Moreover, the companies incept positive thoughts in the mind of their customers by implementing strategies based on advertisements (Caponigro, 2000, p.9). During the occurrence of crisis situations, the brand image of those companies is valued by the audience because consumers start believing that their queries and feedbacks are given special care. Two-Ways Symmetric Model Two-Ways Symmetric Model is probably the most ethical approach towards Public Relations during crisis management. In this method customers are given access to surveys, which are taken care by the organization. It has been observed that in two ways symmetric methods the organizations motivate their important stakeholders, such as employees and customers to provide their feedbacks. The management of the organization takes care of the valuable feedbacks obtained from customers and they are finally incorporated in the organizational operations. If any changes are required to be implemented they are done significantly, in order to assure that crisis situations can be limited. According to famous theorists, James Gruing and Todd Hunt the four models of Public Relations theory is not sufficient to plan for crisis management beforehand. Press Agentry Model and Public Information Model have been developed to influence the media and people about the positive outcomes of an organization, even during crisis situations. Providing advertisements to influence public is not enough to overcome the issues occurred from crisis situations. Public Information Model contains accuracy about the information provided to people regarding a crisis situation along with providing required solutions to the problems. However, it is a one way communication method and most of the people do not have the tendency to hold their interest. Similarly, the ‘two way asymmetric model’ has also been regarded as an unethical approach and it cannot be implemented as a strategy beforehand to any crisis situation (Burton, 2004, p.7). A crisis situation cannot be judged prior to its occurrence, therefore Hunt and Gruing have stated that crisis management strategies are difficult to be implemented before the occurrence of any crisis situation. In contrast to the arguments made by Grunig and Hunt, it is evident that the ‘two way symmetric model’ is ethical as well as appropriate for implementation. Organizations should try to incorporate the valuable feedbacks of stakeholders and act accordingly. The information and the feedbacks available from the surveys could at least be used as a reference guide and they can be utilized during critical situations, such as crisis. These reference guides can in-terms play vital role to act as strategies against crisis situations. Crisis response is the responsibility of the management of an organization, in order to deal with crisis related situations. It has been observed that crisis management is implemented after a crisis hits an organization. Public Relations play vital role in crisis management planning because it includes the messages that are given out to the world against the crisis situation. The responses given out by the crisis management team should be quick, consistent and accurate. Situational Crisis Communication Theory is majorly divided into two sections i.e. initial crisis response and behaviour intentions and reputation repair. Initial Response Accuracy and consistency of message delivery by the team managers is extensively important in order to deal with the challenges associated with crisis related situations. There is a high probability that the Public Relation managers would face trouble due to sudden crisis hit in an organization. Therefore, it is essential to organize initial and prompt response features prior to the occurrence of crisis situations. The initial response is pivotal because it is one of the most essential modes of response just after a crisis hits an organization. Media can be considered to be a tool for delivering messages of the organization to the people. Public Relation managers would be able to overcome the issues related to crisis if they have already prepared themselves accordingly with the help of lawyers, who can try to use expressions of concern. Reputation Repair Several researchers in Public Relations, marketing and communications have stated that organizations can rebuild their reputation by incorporating strategies that would help to limit the accusations against them. In order to develop a sustainable crisis management plan, organizations should implement policies before hand to protect victims of crisis situations. There are several legal and ethical approaches that can be utilized to protect the reputation of an organization, hit by crisis. One of the most important crisis management techniques under situational crisis communication theory is to accommodate victims to the maximum extent possible because it would help to rebuild reputation of an organization. W. Timothy Coombs has worked in the field of situational crisis communication theory for many years. According to Coombs, “Situational Crisis Communication Theory can help in planning crisis management beforehand because the strategy means to be implemented after crisis hits” (Coombs, 2007, p.19) The statement made by Coombs has been observed and experimented in the contemporary era and it has been observed that Situational Crisis Communication Theory is very essential for planning because it provides an opportunity for organizations to act on the situations appropriately. Initial response and Reputation rebuild are some essential component of the theory, which can be incorporated in the policies of the organizations. This kind of implementation can definitely help the organizations to respond quickly and accurately about their institutional policies. The media and stakeholders can also be motivated easily if such policies are in the organizations work environment. Conclusion Crisis management is one of the most essential approaches in Public Relation that can be planned and implemented before a crisis hits an organization. Since crisis situations threaten the reputation of an organization, significant sustainability approaches are required to be developed in order to over the issues related to crisis situations. There are several theories that provide evidence that crisis management planning can be done before such situation hits an organization. Crisis management model, Contingency theory, models of PR and situational crisis theory provides several circumstances, which prove that crisis cannot be stopped completely, however an intellectual planning on the crisis management can help organizations to reduce the impact of crisis situations. It is extensively essential for organizations to plan and monitor crisis situations prior to the instances. In order to develop such methodical ways, considerations can be made from prior mistakes or situations regarding public relations. The most essential factor is to address the media and the stakeholders about the situations of crisis. The stakeholders are the most vital members of organizations that include employees, customers, shareholders and suppliers. Crisis situations can affect any one of the stakeholders or all of them based on the severity of the situation. Therefore, several theorists and authors have recommended that crisis management cannot be done prior to its occurrence. There are some instances provided by experts, which prove that crisis management in PR is difficult to be implemented, however it has been revealed that the theories mentioned above prove about the existence of prior planning in-terms of crisis managements. Effective diagnosis of crisis can enable business organizations to remove future uncertainties and risks. There are several approaches, such as the Suitable turnaround approach that helps the managers of an organization to build the reputation of an organization. Addressing to customers and media is one of the most vital methods in crisis management; therefore significant implementation should be made to plan crisis management techniques prior to the occurrence of crisis situations. References Alfonso, G., 2008. Crisis Communications Management on the Web: How Internet‐Based Technologies are changing the Way Public Relations Professionals Handle Business Crises. Journal of Operation and Crisis Management, 9(1), p.8. Barton, L., 2004. Crisis Management. The Hotel and Restaurant administration, 8(4), p.7. Burnett, J., 1999. A Strategic Approach to Managing Crises. Public Relations Review, 17(2), p.9. Caponigro, J., 2000. The Crisis Counsellor. Public Relations Review, 12(1), p.9. Coombs, W., 2007. Crisis Management and Communications, 16(5), p.19. Dilenscheider, R., 2000. 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