HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES

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HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH
CRISES

• Otto LerbingerProfessor Emeritus of Public
  RelationsBoston University

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Why Crisis Management Is Important in China

• PR function of maintaining stability and harmony
• Crisis news reports
• Protests
• Environmental damage
• Unethical practices
• Fears of SARS and avian flu

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Crisis Definitions

• Big trouble
• Boss leaves golf course to go back to office
• An unwanted, unexpected event that threatens a
  persons or organizations reputation and other
  important values, such as profitability, growth,
  and, sometimes, survival.

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Characteristics of a Crisis

• Suddenness
• Uncertainty
• Time compression

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Types of Crises

• Natural
• Technological
• Confrontation
• Malevolence
• Skewed Values
• Deception
• Misconduct

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Four Phases of Crisis Management

• Mitigation reduce vulnerabilities
• Preparation anticipate needed actions
• Response implement emergency contingency plans
• Recovery stabilize affected community

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Mitigation

• Contingency planning
• Vulnerability audit
• Stakeholder management
• Qualified managers and professional staff

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Chinas Special Vulnerabilities

• Rapid and uneven change
• Insecurities of mixed free market system
• Excessive secrecy
• Chinese cultural features
• Power distance
• Excessive bureaucracy
• Guanxi
• Group think
• Saving face
• Fatalism

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Preparation

• Engage in monitoring of early warning signals
• Public education
• Involve media
• Educate employees
• Conduct training and drills

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Response Crisis Communication

• Traditional media relations
• Activate crisis management team
• Open crisis communication center
• Follow key crisis communication rules
• Prepare statement coach spokespersons

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Key Crisis Communication Rules

• Ascertain the facts dont speculate
• Speak with a single, clear voice
• Disclose information quickly, honestly and
  accurately
• Add the crisis report to your website
• Communicate directly with key publics

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Recovery

• Contact relevant government agencies
• Work with relief agencies
• Strengthen organizational culture
• Rebuild organizational reputation

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How to Elevate Your Professional Status

• Identify with crisis management top management
  seeks to reduce uncertainty
• Move from technical level to professional and
  executive levels
• Become champion for stakeholder relations
• Become an applied social scientist
• Enter the international arena