Pr Crisis Strategy for Usps
“Uncertainty and the unknown are the great enemies of clear and successful communication that solves a problem” (Hendrix & Hayes, 2010, p. 385). When an organization or company faces a crisis, it is the role of the PR department to develop and carry out strategies and tactics that offer clear and successful communication. However, while a crisis is inherently a reactive situation and thus often filled with uncertainties and unknowns, proper planning can provide a more proactive response that leads to the successful handling of the crisis.
Newsom, Turk and Kruckenberg (2010, p. 341) state the following outcomes as necessary for successful handling of a crisis: 1) early detection, 2) incident containment, 3) business resumption, 4) lessons learned and policies updated, 5) improved reputation as a result of appropriate response, 6) stakeholders resources readily available, and 7) timely decisions made on the basis of fact. To reach these outcomes, the PR department must take specific actions prior to and during a crisis.
Most people’s idea of a crisis is an event that is sudden and unexpected. While this is possible, it is more likely that a crisis can be at least partially expected, and thus partially prepared for. Newsom, Turk and Kruckenberg (2010, p. 318) state that “The key to good crisis management is anticipation.” For this reason, it is important for PR departments to research and develop possible scenarios that might create crises, and possible responses to these crises. PR should image the worst, consider who might want to harm the organization, and consider possible crises from the six types of crises typology: acts of nature, intentional, or unintentional – each either of violent or non-violent nature (Newsom et al., 2010, p. 319).
The PR department should stay aware of these potential causes of crises, working to prevent any of them from reaching an emergency state. The PR department should keep top management appropriately informed
Newsom, Turk and Kruckenberg (2010, p. 341) state the following outcomes as necessary for successful handling of a crisis: 1) early detection, 2) incident containment, 3) business resumption, 4) lessons learned and policies updated, 5) improved reputation as a result of appropriate response, 6) stakeholders resources readily available, and 7) timely decisions made on the basis of fact. To reach these outcomes, the PR department must take specific actions prior to and during a crisis.
Most people’s idea of a crisis is an event that is sudden and unexpected. While this is possible, it is more likely that a crisis can be at least partially expected, and thus partially prepared for. Newsom, Turk and Kruckenberg (2010, p. 318) state that “The key to good crisis management is anticipation.” For this reason, it is important for PR departments to research and develop possible scenarios that might create crises, and possible responses to these crises. PR should image the worst, consider who might want to harm the organization, and consider possible crises from the six types of crises typology: acts of nature, intentional, or unintentional – each either of violent or non-violent nature (Newsom et al., 2010, p. 319).
The PR department should stay aware of these potential causes of crises, working to prevent any of them from reaching an emergency state. The PR department should keep top management appropriately informed
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