Managing a Crisis Using Public Relation Simulation Summary

Managing a Crisis Using Public Relation Simulation Summary

Introduction

This paper presents a scenario regarding a peculiar mishap of some turbines used by the Greenergy Company, an environmentally friendly electric company. The concepts outlined and discussed in this company gives an insight to proactive planning, feedback mechanisms, illustrations of ineffectual deployments, instances when to use proactive in managing crisis, as well as reactive crisis management with regard to PR. By the end of this discussion, one should be able to understand what it entails to effectively manage a crisis.

Proactive Planning

Proactive planning can be used to mean being prepared before some matter happening. It is important to note that the ability to endure as well as cope with the event should always be in the interest of the company and the stakeholders as well. Proactive planning is simply the actions and thoughts taken to forecast, as well as deal with some unfortunate crisis situations in a manner that is positive, while making use of the tools available in Public Relations (University of Phoenix, 2010).

Feedback Mechanism

It is important to note that the situation that Greenergy found itself in directly affects the public at different levels. An ideal feedback mechanism should be considered. It should also be simple and general in its structure. It should also be specific enough so that it is able to extract all the logical information that is needed for the determination of a response to the crisis. As suggested by Wilcox and Cameron (2009) regarding the Coca-Cola case, substantial feedback can be offered through blogging in the three forums. The information received here will be associative as well as direct. On determination of the mindset averagely, Greenergy can develop a response plan progressively so that it can address all the concerns of the public.

Ineffectual Deployment

There are ineffectual ways in which crisis management can be deployed, and this can be very crippling. It is important to consider innovative ways like the internet, extranet as well as the intranet, which are effective and quick. However it is not advisable to act quickly since this can stir a lot of questions from the public. It is notable that electronic sources have more control than the control that the press releases and conferences have when it comes to deployment.

When to Use a Proactive Crisis Management Plan

It is important to use Proactive crisis management plan anytime there is a need to be addressed. However there is a need for the company to have great ability in forecasting, this will be fundamental in preparing the company to proactively respond in a manner that is quicker and efficient. There should be proper planning so that the company can be able to avoid negative criticism, and/or negative publicity. Proactive Crisis Management Plan is always a good planning for an organization, unless the organization does not see the need to plan. At this particular time, the organization can resort to the option of reactive crisis management mode, normally carried out via public relations.

Reactive Crisis Management and PR

PR is an important aspect in reactive management process. It is advisable that a company sorts professional consultation in the event that a crisis arises, basing on the fact that the reactive crisis management strength arena is not adequate in the company. PR puts to use tools such as media relations and designated spokesperson in the event requiring Reactive Crisis Management. With this tactics, there is a possibility that damage control, credibility; ethics as well as timeless solutions can be offered. Conversely, “Intentionally influence the public’s perception of you. Be proactive not reactive is used as the definition of influence,” (Seitel, 2007). Consequently, for companies to succeed, they need proactive response plans.

Conclusion

“Public Relations is the proactive communication that an organization initiates and maintains with the media, its clients, and key internal and external publics. It provides organizations various tools that can be used to support brand building, research attitudes of consumers, and influence key publics. This simulation illustrates the use of Public Relations to develop a Public Relations plan and to use its various tools to manage a crisis” (University of Phoenix, 2010). Despite the fact that this paper did not include the exact scenario, the sense of urgency and understanding that is related to reactive crisis management and proactive crisis management was precisely conveyed.

It is important to note that the use of intranet, extranet as well internet, provide great means of feedback mechanisms. This is mostly in form of surveys. A company has to carry out an extensive research so as to be sure on what to plan, and implement, with regard to the proactive arena and in any other circumstances like in the reactive arena, whenever necessary. One should realize that PR plays an important role in any given crisis situation. There are many techniques as much as there are tools that a company can use positively and quickly to respond effectively, with regard to the preparedness of the company. 

References

Seitel, F. (2007). The Practice of Public Relations. [Uneversity of phoenix Custom Edition e-text]. Upper Saddle River, NJ: Prentice Hall. Retrieved from University of Phoenix, rEsource, MKT438-Public Relations Course Web site on September 10, 2012.

University of Phoenix. (2012). Managing a Crisis Using PR. Retrieved from University of Phoenix, rEsource, Simulation, MKT/438 Public Relations Web site on September 10, 2012.

Wilcox, D. L., & Cameron, G. T. (2009). Public Relations: Strategies and Tactics. Allyn and Bacon