Public Relations Crisis Communication - 2556 Words

One of the crucial topics of Public Relations is crisis communication. (Fearn- Banks, 2001) denotes that the public relations program are developed either to prevent a crisis or recover from one. In the era of internet and social media more and more studies pay attention about how to deal with crisis with the maximum use of PR activities. Researchers nowadays focus on ‘new’ media and how this can be implemented in public relations practices. There is a new term that is introduced ‘public relations 2.0’ that is used to denote the application of ‘Web 2.0’ media and communications. Public relations 2.0 is basically all about new media, new tools and new audiences. (Deidre Breakenridge, 2008) confers how the Web has evolved into thousands of†¦show more content†¦Failure to handle such crisis lead to immaculate public relations nightmares, (Oshins Sonnabend, 1998). For instance ‘Benefit’, a beauty brand participated in a fat-shaming hashtag on Twitter. The customers were furious after the brand took part in the #MakeAMovieAFatty hashtag. This involved incorporating offensive terms into film titles. Unfortunately the brand instead of apologizing to the customers they tweeted an explanation casually (refer to Appendix). They also deleted some of the Tweets but, fi nally ended up apologizing. They learnt their lesson however, many users and followers of the brand was so upset that they posted of never using the product again. It is difficult to trust a brand once they offend their customers. Following the incident, the followers further launched a petition, #BoycottBenefit. This crisis proved people are slow in forgiving especially when they believe the company did not handle the crisis effectively. In order to avoid such discrepancies organizations need to enforce thorough crisis management policies including post-crisis discourse (Seeger et al., 2005). Generally there are three phases of a crisis; a pre-crisis phase, an acute phase which follows a dramatic event, and a post-crisis phase when questions on the reason and precaution is addressed (Falkheimer Heide, 2006). Today, when we think about crisis we thinkShow MoreRelatedToyotas Future Appear Confused1309 Words   |  6 Pagesaffected models. Both Toyota owners and American politicians became distrustful towards the previously known reputable company. The bad reputation emerged as a result of Toyota’s inaction and not necessarily its actions (Hemus, â€Å"Accelerating towards Crisis: APR View of Toyota’s Recall†). It brings into perspective the cultural variation, stereotyp ic nature, and the global view of how multinationals conduct business. Culture is the main determinant for companies, such as Toyota, that have operationsRead More Crisis Communications Essay1290 Words   |  6 PagesCrisis Communications Crisis communication is the most important aspect of external and internal organization communication. This type of communication ranges from image restoration campaigns to employee turnover. In the articles that I have analyzed, I discovered many examples of crisis communications and its importance. I will discuss the Bridgestone-Firestone Corporation’s image restoration campaign and explain Benoit’s theory of image restoration. Also, I will discuss how crisis communicationsRead MoreSocial Media: The Impact It Has In Public Relations. 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