Scribd
Upload
40 views

MCM401 Lecture No. 11: This Lecture Will Cover The Problems Which A PR Practitioner Has To Face in The

Uploaded by

bc200200813 JUNAID ARSHAD
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
40 views

MCM401 Lecture No. 11: This Lecture Will Cover The Problems Which A PR Practitioner Has To Face in The

Uploaded by

bc200200813 JUNAID ARSHAD
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

Introduction to Public Relations (MCM401)

MCM401
Lecture No. 11
OVERVIEW
This lecture will cover the problems which a PR practitioner has to face in the
course of his performance. We will define the problems and its causes and how
to resolve them. We will identify the crisis and will explain the strategy to
overcome them besides warning against common mistakes which could be made
to solve them..
Public Relations Problems
4 step problem solving process
1. Defining the problem (or opportunity).
2. Planning & Programming.
3. Taking action & communicating.
4. Evaluating the program.

Defining PR problems.(Problem Statement)


-- Written in present tense, a problem statement describes a situation in specific
& measurable terms.
– What is the source of concern?
– Where is this problem?
– When is it a problem?
– Who is involved or affected?
– How are they involved or affected?
– Why is this concern to the organization & its public?

To develop action & communication strategies with a detailed analysis of the


problems of target publics.

4 questions need answering.

1. How much do people use information in the problem situation?


2. What kinds of information do people use?
3. How do people use information?
4. What predicts information use?

Page 1 of 4
© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

Mission of Public Relations Is to help the organization achieve its mission


by:
• Collecting & analyzing information on the changing knowledge, opinion &
behaviors of key publics & stakeholder groups.
• Serving as the central source of information about an organization and as
the official channel of communication between an organization & its
publics.
• Communicating significant information, opinions, & interpretations to keep
an organization’s public & other stakeholders aware of organizational
policies & actions.
• Coordinating activities that affect an organization’s relationships with its
publics & other stakeholder groups.

How does PR work to solve problems?

1. A searching look backwards!


2. A wide look around!
3. A deep look inside!
4. A long, long, look ahead!

– Basically it is “learn – feel – do” theme which guides PR program for


solving problems”

Information Gain

Opinion Change

Behavioral Change

How to anticipate crisis (Disasters) ?

– Immediate crisis.
– Emerging crisis.
– Sustained crisis.

Page 2 of 4
© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

Common mistakes in handling crisis.

– Hesitation.
– Retaliation.
– Pontification.
– Confrontation.
– Litigation.

How to Prepare for Public Relations crisis?


– Identify things that can go wrong & become highly visible, assess
weaknesses throughout the organization.
– Assign priorities based on which weaknesses are most urgent & most
likely.
– Draft questions, answers & resolutions for each potential crisis scenario.
– Focus on the two most important tasks – what to do & what to say –
during the first critical hours following a crisis.
– Develop a strategy to contain & counteract, not react & respond.

Countering crisis with Strategy.

7 C’s of PR are effective means of strategy to counter crisis

1. C REDIBILITY.
2. C ONTEXT.
3. C ONTENT.
4. C LARITY.
5. C ONTINUITY & CONSISTENCY.
6. C HANNELS.
7. C APABILITY OF THE AUDIENCE.

7 C’s of PR explained.

1. Credibility.
Communication starts with Belief, built by the institution on performance.
2. Context.
A communication program must confirm not contradict the message.

Page 3 of 4
© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

3. Content.
Message should have meaning for recipients.
4. Clarity.
Message must be put in simple words.
5. Continuity & Consistency.
Communication is an unending process, requires repetition to achieve
results but with variation.
6. Channels.
All established channels of communication should be used.
7. Capability of the audience.
Take into consideration the habits, reading ability, and prior knowledge.

Page 4 of 4
© Copyright Virtual University of Pakistan

You might also like