PR for Good Governance

NEED, MEENINGS, CONCEPT AND EVOLUTION OF PUBLIC RELATIONS FOR
GOOD GOVERNANCE AND MEDIA MANAGEMENT

Public Relations means different things to different people. Theoreticians consider it a philosophical and moral concept. The PR practitioners see it as nothing more than ‘art of getting things done’. However, the basic purpose of PR and PR techniques is more or less the same in all sectors – Government, Public and Private institutions. Nevertheless, there are certain aspects of PR that are specifically applicable to a given class of institutions.

Simply stated, PR is the art and science of creating and maintaining purposeful relations with the public. Such relations must necessarily yield good results. Public Relations therefore, involves an understanding of the people i.e. people from various walks of life in relation to the organization with which PR

In other words, PR is a way of decision-making. It is a key ingredient in the democratic process. It is effective motivation and two-way communication. For some, PR is a process of doing good work and taking credit for it. PR also involves image building. Some view PR as a mirror, which gives the organizations clientele a clear perspective of their relationship with the organization.

Public Relations as a profession has made rapid progress during the past 3 decades. The major public sector and private organizations today have recognized the importance of public relations. Moreover, Public Relations as a management function is fast graining recognition in our country. Further there is a wide scope for public relations consultancy service. The number of new openings advertised in the mass media makes one optimistic about the growth of the profession. The next few decades with its over all progress in agriculture, industry, commerce and greater awareness among the masses owing to increased exposure to mass media will call for greater two way communication and public relations than have hither to been needed.

PR activity is more often an invisible input; but all the same it is essential for the better working and understanding of an organization. Unless people know what your organization is doing and what its objectives are they seldom can appreciate your efforts.

Meaning

Webster’s dictionary says that PR is Promotion of rapport and good will between a firm or institution and other persons, special public or the community at large through the distribution or interpretative material, the development of neighborly interchange and the assessment of public reaction; The degree of understanding and good will achieved between an individual, organization or institution and the public and the application of techniques for achieving this relationship; The art or science of developing reciprocal understanding and good will and the professional staff entrusted with this task.

Other meanings

PR is an art of getting the things done; Image building; Mirror; Everything and sometimes nothing; an invisible input; Social Engineering; Human Engineering; Engineering of consent; Management function; Promotion of goodwill; Managing of information; Handling of communication and Media;

PR is daily application of common sense, common courtesy, common decency and common etiquette. PR is Performance coupled with Recognition. PR is getting the right facts to the right people at the right time and in a right way. In other words communicating successful the right message in the right medium to the right audience.

Definitions

Robert Heilib - Practice covering a lot of acreage, blurring out into advertising and sloping over into selling, dipping into publicity and touching or at least aspiring to the making of the public opinion itself.

Prof. Byron Christian – PR is a conscious effort to motivate or influence people, primarily through communication to think well of an organization, to respect it, to support it and to stick with it through trial and trouble.

Cutlip and Centre – PR is the management function, which evaluates public attitudes, identifies policies and procedures of an individual or an organization with public interest and executes a program of action to earn public understanding and acceptance.

WT Parry – PR means the development of cordial, amicable and therefore profitable relations between a business, industry, organization and the public it serves.

Rex Mardaw – PR means processes whereby an organization analyses the need and desires of all interest parties in order to conduct itself more responsively towards them

British Institute of Public Relations – PR is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

Philosophy

Albert Schweitzer - No ray of sunlight ever lost; but the greet that it wakes needs time to sprout and it is not granted to the sower to live to see the harvest. All work worth anything is done in faith.

Mahabharath - Enjoy the pleasures bestowed on you, and bear the pain inflicted on you, wait patiently for what time brings as does the farmer for the fruit.

Nature & Scope

What the PR function embraces, where it fits in the administrative scheme of things and who is responsible for the PR? There is some confusion. Isn’t it? This confusion is cleared if we understand the distinction between the two concepts

Public Relations is an operating concept of management and

Public Relations as a specialized management function

The first is static, general operating principle that guides the administrators to a greater or lesser degree and is the responsibility of every person identified with the organization while the second is dynamic, specialized function for which skilled practitioners are hired.

Now let us take a closer look at PR as a management concept. In a democratic society, all institutions are invested with public responsibilities. They must accept accountability for all their actions that affects others. Today’s public opinion, though it may appear as light as air may become tomorrow’s legislation for better or for worse. Therefore, a wise institution or an organization makes public relations a function of the management so that every decision is considered from the standpoint of its public impact.

It should not be forgotten that responsible performance on the part of a Corporation, Government Agency, profit or non-profit organization is the foundation of sound public relationship.

A stage has been reached that every official shall have to practice public relations. If it is not feasible to practice PR it shall at least be possible to have a PR attitude towards the public they deal with.

Attributes of a PRO

ATTRIBUTES OF A GOOD PR MANAGER

Public relations is primarily a profession. Like other professions, one who wishes to make it one’s career can practice it. Every profession demands expertise and knowledge on the part of the person entrusted with the job, for the efficient performance of functions. Public relations, which involves communication and interpretation of ideas to and from the public, is a very exacting profession. An engineer can hardly make a good PR practitioner; in just the same way as a PR professional cannot make an engineer either. Each profession has its own body of knowledge and training, imparted systematically.

Expertise

PR profession is based on the principle of a two-way communication process – communication or informing the public of the policies of the organization, and of keeping the organization informed, in turn, of people’s reactions to them. Such a two-way communication is not easily achieved. It calls for certain skills and expertise so that the communication can be effective in accomplishing its goals. It is for the PR profession to shoulder this responsibility and handle the job efficiently. This is a task that can be done by no one else, but a Pr Manager, experience in the skills of communication and public relations techniques.

The doyen of American public Relations, Edward L. Bernays, defines a PR counsel as “the practitioner, a professional equipped by education, training and experience to give counsel to client or employer on relations with the publics on which the subject depends. He sets about his task by analyzing the relations of the subject and the publics. He then advises on the attitudes and actions necessary to attain the social goals, and then interprets the subject to the public. PR counsel functions on a two-way street. He interprets public to client and client to public”.

This pithy definition makes it clear that the PR profession is mostly based on the skills of mass communication. To make a career in public relations, one has to master two interrelated areas, the art of mass communication and the theory and practice of public relations.

Erroneous Notion

Many seem to entertain the erroneous notion that they can be successful PR professional simply because they are extroverts and they enjoy meeting and talking to people. Others seem to feel that for success in the profession what they need is to be courteous in their dealings and be good at the art of public speaking. There are a few who think that their mere personality could make them a success. While these qualities are necessary requisites for success in public relations, they are by no means wholly sufficient by themselves. Many more attributes are required. In the modern information and knowledge era, the personnel handling public relation profession need certain basic personal qualities, educational qualification and professional skills.

Qualifications

The committee on public Relation and publicity in public undertakings (1960s) recommended the following as the minimum qualifications for P.R.Os, in public sector enterprises:

a good university degree, preferably in humanities,

Personality to communicate effectively with a variety of people inside and outside the organizations at various levels,

Capacity for sustained hard work and ability to handle different human and organizational problems;

Writing and editing of news items, features and articles;

Experience of working in an advertising agency; ability to write scripts and commentaries for films and broadcasts; understanding of the ability to utilize various media of mass communication. Viz. press, printed material (house magazines, pamphlets, leaflets and other company publications), radio, films, audio-visual programs, etc.;

Institutional training in public relations would be a very desirable qualification,

Persons who head a P.R, set-up should have the quality of leadership and skill to handle creative writers, visualisers and artists to get the best out of them”.

Keeping in view the modern information technology, many more requirements have been added.

Qualities preferred

While calling applications for the posts of Pr managers, most of the organizations preferred the following essential requirements;

Deep interest in new media, with an aptitude for technical details.

• Appropriate tertiary qualifications in public relations.
• Ability to manage and direct PR campaigns
• Willingness to work as a team player and in flexible hours
• Ability to write news worthy press releases features, develop and implement PR strategy, create and maintain good relationships with the media, publicize a variety of products, work against deadlines and keep a smiling face.
• A degree in communications or a related discipline is preferred, along with a minimum of three years’ extensive experience in public relations; A creative thinker and problem solver.
• Good understanding of the media and Internet. Creative and consultative style.
• Experience in managing and implementing communication plans for multiple business units.
• Editing and producing colorful house journals, video magazines.
• Fostering PR awareness within the organization.
• First Class Graduate/Post graduate from a recognized University with post graduate qualification in public relations, advertising, journalism, mass communication or management from a recognized institution/university. Or fulltime MBA with specialization in Marketing.
• Developing and sustaining the image of the company as a market leader in its areas of operations; developing appropriate and related corporate communications programs; monitoring the business, media and competitive environment and suggesting appropriate communication responses to the management.
• Providing communication support to other functional areas, specially marketing groups in the area of product launches, market research, advertising, audio-visuals exhibitions etc.
• Maintaining effective media relations and developing PR plans for various units of the company and guiding their activities in the area.
• Should have a pleasing personality and be able to freely interact with senior company executives.
• Should possess excellent command over language and communication skills.
• Should have in-depth knowledge of and experience in developing corporate communications programs including developing campaigns, internal communication and print publicity programs, budgeting and conducting market/opinion research.
• Should have considerable experience of interacting with advertising agencies, PR agencies for developing creative briefs and development and execution of the various programs.
• Must be energetic, result driven, innovative and influential communicator.
• Keep the eyes and ears of the management open to people’s reactions.
• Act as an ambassador of the company.
• Create goodwill and all round understanding of management problems and practices.
• Project the image and reputation of organization to various publics.
• Serve as an antenna-cum-receiver by providing regular feedback information and disseminating organization’s policies both within the employees and external publics.
• Identify organizational problems and measures to solve them.
• Make the management more and more public relations conscious over a period of time.
• Improve relations with share-holders and financial community.
• Promote better customer and community relations.
• Organize events and sponsorships.

No doubt, the foregoing may appear too much and too difficult, but they may be attempted in a phased manner.

Four Roles

In a larger sense, the functions of a PR manager are four fold. It involves the role of an analyst, an adviser, an advocate and an antenna.

The Analyst

It is the primary responsibility of a PR Manager to analyze the situation and the environment of an organization which includes the attitudes, opinions of the people and their problems. In a way, it is a process of ‘pulse reading’ of the public.

The Adviser

Based on the situation analysis and problems identified, the PR Manager has to formulate a policy of action or programme for solving the problems confronting the organization and improving the relations with the people. The policy and program as designed by the PR Manager as an adviser are placed before the management for approval. This is the second tier in the job profile of a PR Manager.

The Advocate

The advocate is one who speaks in favor of or supports a cause. The PR Manager is considered an advocate who not only speaks for the organization but also implements PR policy through various tools of public relations. This becomes the most important aspect of organization’s PR activity. As an advocate, the PR Manager has to implement PR programs through the various communication channels.

The Antenna

The dictionary meaning of an antenna is “a long thin sensitive hair-like organ existing in pairs on the heads of some insects and animals that live in shells, and used for feeling. It is also an aerial used in sending and receiving electromagnetic waves”. The TV has an antenna. The role of an antenna though very important to an organization is much neglected. PR Manager, as an antenna, must evolve a system of collecting and conveying correct feedback information to the management periodically to enable it to fine tune its policies and programmes in tune with the wishes of the people.

The entire edifice of PR Managers’ role is based on the above foud key parameters, the four pillars on which the PR Manager stands firmly to serve the organization. Such a job is not accomplished easily. It requires qualities and personality of a high caliber.

Four qualities

In the making of a successful public relations professional, a survey conducted by ‘PR Voice’ reveals that PR managers and PR consultants need four types of qualities. They are (a) personal characteristics (b) educational qualifications (c) professional traits and (d) knowledge of psychology.

A – Personal characteristics

The following personal characteristics sum up the efficient PR practitioner, no matter what his or her background may be.

• Ability to get on with all kinds of people. This means understanding, and toleration in an ample measure.
• Ability to communicate: Ability to explain by means of spoken or written word or by visual devices.
• Ability to organize that calls for thorough planning
• Ability to use imagination: Having a creative sense, as and when designing a house journal, writing script for a film or a videotape; planning campaigns and seeking solutions to problems.
• Ability to advise: To have ready access to information; the PR Manager is often expected to be Cir Oracle commanding all round respect.
• Ability to research, analyze and evaluate the results of a PR campaign and draw lessons from the findings.
• Genuine bone-deep interest in people around and behind him.
• Habit of extensive reading to acquire more knowledge.
• Aptitude for writing.
• Ability to mix with people easily.
• Positive mindset.
• Ability to face challenges unfazed.
• Inspiring leadership qualities
• Alertness and Vitality.
• Empathy

Of course, these are the qualities that are to be cultivated assiduously over a period of time. Herein, the element of gradualism will play its inevitable role. In other words, he/she cannot be a perfect picture overnight.

B – Educational Qualifications

The basic minimum qualification must be a graduate in arts/science/commerce. One should possess professional qualification such as Bachelor of Public Relations, or Bachelor of Communication and Journalism, or Diploma in Journalism; Diploma in Public Relations, Masters Degree in Communication and Journalism (MCJ); MA in Public Relations, MA in Advertising and Public Relations. One should also be computer literate with the capacity of handling I.T new media such as computer, internet, website, fax, e mail etc.

M. Phil or Ph.D in Communication or Public Relations are considered as additional qualifications. In all posts, persons having 3 to 5 years experience in public relations are preferred.

C – Professional Traits

Those who plan careers in public relations should develop five basic professional skills. They are (1) Writing skills, (2) Skills in effective communication (3) Research ability (4) Planning expertise and (5) Problem solving ability.

Writing Skills

Ability to put information and ideas on paper clearly and concisely is essential. Good knowledge of grammar, spelling and language is a ‘must’. Write to ‘inform’, not to ‘impress’ your audience.

Skills in Communication

Effective communication in organizations depends both on structures designed and skills applied by PR practitioners. Patient listening is an effective skill than speaking. Adequate knowledge of traditional media, mass media and I.T. new media is a must.

Research Ability

The PR professionals must have the persistence to gather information for a variety of sources as well as to conduct original research by designing and implementing; for example Opinion Polls or Communication Audit.

Anticipatory Change

Ability in understanding the human environment is a must for a PR Man. PR programs may not click if the organization does not do its homework by assessing audience needs and perceptions.

Planning Experience

A PR program involves a number of communication tools that must be carefully planned, implemented and coordinated. One should be a good planner.

Problem Solving Ability

Innovative ideas and fresh approaches are needed to solve many complex problems of today.

Continuing Education

PR professional must be prepared to be exposed to 20 structured, a 20 unstructured hours of continuing professional education program each year “Live and Learn”

Ethics

Finally, the PR professional, in order to be successful in his profession, should base the work on a high pedestal measure of ethical content. PRSI has adopted a 13 point code of professional conduct, which is relevant to all PR professionals in India. It should be the endeavour of all PR professionals to follow the PRSI Code of Professional Conduct.

D – Knowledge of Psychology

Public Relations professional is primarily a psychologist, a master of human behavior. A successful PR manager must be in a position to study and understand the human mind and behavior. It is because the quintessence of public relations is to influence and change the attitudes of publics towards one’s organizational goals, products or services.

Here is a short listed Dos and Don’ts for an effective PR manager;

Do’s

1. Intimate knowledge of the organization to act as source of information for both internal and external publics.
2. Eyes and Ears of the organization to represent both management and public as harmonizer.
3. Organizing ability to get along with all people.
4. Extra overt, team spirit and positive mind.
5. Skills in communication interpersonal skills and full knowledge of mass media and I.T. new media.
6. Honest, sincere and hard working.

Don’ts

1. Never hold out public relations as a ‘mumbo-jumbo’ or a ‘panacea’ for a given situation.
2. Never be a panegyric.
3. Never seek personal publicity
4. Never hustle people around you, move slowly and cautiously.
5. Never act as a trumpeter and drumbeater of organization or an individual.
6. Never forget to respect the dignity and worth of human being.

What is Communication?

COMMUNICATION –
(MEANING, IMPORTANCE, NEED, DEFINITIONS, PROCESS, NATURE, SCOPE, FUNCTIONS & EFFECTIVENESS)

WHAT IS COMMUNICATION?

Communication is derived from the Latin word ‘communis’, which means ‘common’. Communication is a social process and it is fundamental and vital to human survival.

Communication is a basic instinct of life just like hunger and thirst. It is a fact of life of not only human beings but also of animals and plants.

Communication is the name we give to the countless ways that humans have of keeping touch – not just words and music, pictures and print, nods and beck, postures and plumages; to every move that catches someone’s eye and every sound that resonates upon another’s ear.

Culturally, communication is a means of individual and community expression, and recreation.

Communication includes all methods of disseminating information, knowledge, thought, attitudes and beliefs through such media as modern mass media, traditional media such as a puppet show and interpersonal media.

Communication is the form of interaction that takes place through symbols. The symbols may be gestures, pictorial, plastic, verbal or any other which operate as stimuli to behavior.

Communication is a multifaceted activity. It encompasses all forms of expression of serving the purpose of mutual understanding.

IMPORTANCE & NEED OF COMMUNICATION

Communication enables a person to enter into meaningful relations with other persons and exchange experiences with them. Imagine a person stranded in a country where people speak an alien language. Take the case of people who cannot communicate for psychological reasons. The communication gap as experienced between the elders and youngsters is one such case. There are others who cannot tell what they feel, for fear of something or some one. Persons often develop themselves on the strength of the relationships they have with others. For the full development of a person communication is a basic necessity.

Human beings need as much to communicate with others to lead a normal and fulfilling life, as they need to eat, sleep and love. Communication involves interaction with our environment – physical, biological and social. To deprive a person of communication would be to inflict suffering on him. For example, a child is isolated as a punishment; putting in solitary cells punishes criminals, thus stopping them from communicating with others.

People who have been isolated for a period of time from human company are known to have experienced nightmarish hallucinations.

This basic need for communication can perhaps be traced to the process of man’s evolution from lower species. Animals, for instance, have to be in sensory communication with their physical and biological surroundings to find food, protect themselves and to reproduce their species. A loss of sensation – the inability to hear a predator, for example – can mean loss of life. Similarly, to be lost from primitive social communication – from the pack or herd or the tribe is to be condemned to death.

Sensory communication alone is not enough for human beings to survive. Hence the invention of symbolic communication called language - from non-verbal gestures, grunts and grimaces to the verbal, and then to the written and printed word and to the present day digital communication. The acts have grown out of the same fundamental desire to express ones owns self and to reach out to others. But the human need to communicate has remained the same. Only the forms of communication have changed.

DEFINITIONS

Experts depending on the discipline they belonged to have defined communication in several ways. Some of the following definitions give a broad understanding of the word ‘communication’

Communication is a social interaction through messages.

Communication is transmission of information, ideas, attitudes or emotion from one person or group to another primarily through symbols.

Communication is the process by which information, decisions and directions pass through a social system and the ways in which knowledge; opinions and attitudes are formed or modified.

All educational and action programs in agriculture are communication

Communication is the force by which an individual communicator transmits stimuli to modify the behavior of other individuals.

Communication is all the procedures by which one mind can affect another.

When social interaction involves the transmission of meanings through the usage of symbols it is known as communication

Communication is anything that conveys meaning, that carries a message from one person to another

Communication is a discriminatory response of an organism to a stimulus.

Communication is the mutual interchange of ideas by any effective means.

Communication is the control of behavior through descriptive and reinforcing stimuli.

Communication is a process affecting an interchange of understanding between two or more people.

Communication is a purposeful process, which involves sources, messages, channels and receivers.

Communication is the imparting or interchanging of thoughts, opinions, or information by speech, writing or signs.

Therefore it can be concluded that communication is broadly a process of inevitable social interaction.

COMMUNICATION PROCESS

The most important tool of public relations is communication. In human society the process of communication seems spontaneous and is a simple everyday phenomenon. But when we refer to communication as a tool of public relations we conceive of communications as a purposeful and organized system intended to achieve certain objectives.

The process of communication involves the conception and sending of a message. It requires an instrument for the conveying of the message, which may be the human voice or some other written, printed, visual or audiovisual media. It presupposes also the existence of a receiver of the message. The process can only be said to be complete when the receiver of the message has comprehended the meaning of the message sent. It is therefore necessary that the language and the medium of the message should be capable of being understood by the person who receives the message. Unless, therefore, this whole process of conceiving, sending, receiving and apprehending a message is completed, effective communication cannot be said to have taken place.

In early human society, communication was entirely direct, face-to-face and the medium of communication was the human voice. Supplementing the human voice, of course, were gestures, facial expressions, the look of the eyes, postures and so on. This nonverbal means of communication can be quite expressive sometimes even without the help of the words.

As human society grew more complex and the need for communicating to wider and far-flung audiences arose, the media of communication began to develop. Gradually the media have grown more and more sophisticated. Their reach has become more and more extensive until a stage has been reached when obsession with the media has become noticeable. As Marshal macluhan has put it “the medium is the message”

The human mind is never a clean slate. Every individual or group in society is conditioned by the socioeconomic environment and has therefore certain fixed ideas; inclinations, prejudices, beliefs, convictions and what have you. The individual or group may be receptive to certain ideas and may be inclined to resist certain other types of ideas. Thus, the pre-conceived notions, ideas and beliefs of individuals and groups represent certain in-built barriers of communication. These need to be taken note of when formulating and sending the message.

It is not enough to be able to speak in a common language. Even in the case of two individuals speaking a common language and communicating directly with each other, the inability to grasp each other’s mental attitudes may make communication ineffective. This happens for instance when a person from an urban environment tries to communicate with a person from a remote rural environment. Even with a common language they are unable to make each other’s ideas understandable. Herein lies the importance of studying your audience, understanding their minds and devising and formulating your message in a manner that would be understandable to that particular audience.

Even though communication seems a simple enough phenomenon, there are in reality many complex factors involved. Because of these factors, even when the physical process of communication has taken place, effective communication may not be achieved. In ensuring effective communication, certain basic points have to be kept in mind.

The first is that there is a greater chance of message being accepted if the communicator is able to establish his creditability.

The second point is that a message must be based on facts and should be truthful and must also appear to be truthful.

The third point to note is that people tend to receive a message in accordance with their pre-dispositions, desires, wishes, needs and expectations.

By this it is said that communication is a “multi-faceted vertical and horizontal process”

SCOPE & FUNCTIONS OF COMMUNICATION

Communication is of two kinds: Verbal and Non-verbal. Research has shown that a person, on an average spends 70% of his time on communication verbally – listening, speaking, reading and writing. Non-verbal communication would include the gestures, facial expressions, movements etc.

Communication is studied and used in several disciplines of life – Management, Administration, Industry, Trade, Science, Engineering, Information Technology, Agriculture, Entertainment so on and so forth. It plays a major role in public relations, which is a specialized, and strategic management function.

The foremost function of communication is to establish, maintain, explicit or alter the relationship of a person with another.

The other functions of communication are (1) Information function (2) Command or instruction function (3) Influence or persuasion function and finally (4) Integrative function.

HOW EFFECTIVELY YOU COMMUNICATE?

Failure to communicate successfully has bothered many well-intentioned people. Communication can be hampered by several factors thus defeating the purpose of attempting to communicate. It is because of various communication barriers like Social, Economical, Cultural, Linguistic, Religious, Regional, Physical and Psychological. In any situation attempt should be made to minimize these communication barriers to make communication easy and purposeful.

These communication barriers act adversely on communication and may result in distortion of communication or mis-perception of communication.

To overcome these problems, there are Ten Commandments always a communicator has to bear in mind. They are –

Think before you speak

Define the purpose of your speaking

Know your audience

Use right method of communication for the right occasion

Get the facts straight

Show interest in the development of audience

Be sure to follow up your communication

Follow up communication with action

Ensure you communication for today and for tomorrow

Listen to your audience

Crisis Management

CRISIS - PUBLIC COMMUNICATION PLAN

“Expect the unexpected” is the mantra of crisis management for PR practitioners. A crisis is any situation that threatens the integrity or reputation. These situations can be any kind of accident, fire, theft, legal dispute, flood or manmade disaster. This definition is not complete, but rather is designed to give an idea for the types of situations where one needs to follow a plan. If handled correctly the damage can be minimized. One thing to remember, that is crucial in a crisis is “tell it all, tell it fast and tell the truth”. If this is done the situation can be minimized. When a situation arises that may be a crisis the first thing to be done is to contact the Chief of the Organization.

The crisis management team:

This team is to identify what actions should be taken. The team should be comprised of individuals who are key to the situation. They should include the CEO, the chief of Public Relations, the Senior Executive from the division in charge of the area that was involved in the crisis, the safety and/or security officer, and anyone else who might be able to shed some light on the situation such as eyewitnesses. The job of this team is to come up with a plan of action and decide who the spokesperson should be. A copy of the management recall roster should include cellular phone numbers and pager numbers.

Once the crisis communication team is selected a list should be made of the people on the team and what each team member is responsible for. In addition to the crisis communication team the Public Relations or Communications department should be supplemented with competent people who can answer phones and if required escort media. Answering the media calls promptly is essential. As soon as possible a prepared statement should be given to this staff. One of the first responsibilities of the crisis communication team should be to determine the appropriate positioning or message to address the emergency. This is where "Tell it all, tell it fast and tell the truth" begins. It is always best when a mistake has been made to admit it up front, and begin doing whatever is possible to re-establish credibility and confidence with internal and external audiences. The first and foremost goal is protecting the integrity and reputation of the Organization.

Positioning

To decide on a position, it is important to step out of the role and try to view the crisis from the eye of the public. This is called Empathy. Ignoring the situation will only make things worse. Examples of categories to consider for positioning are: Human error; Clerical error; Unauthorized procedures; Inadequate supervision; Inadequate quality control; Misuse of confidential information; Errors of judgment; Inadequate standard operating procedures. While considering the position it is important to consider the wide range of consequences (e.g., legal, financial, public relations, effects on administration, effects on operations). Keep in mind that people tend to remember what they hear first and last.

Designated spokesperson:

One individual should be designated as the primary spokesperson to represent the organization, make official statements and answer media questions throughout the crisis. A back up to the designated spokesperson should also be identified to fill the position in the event that the primary spokesperson is unavailable. In addition to these two, individuals who will serve as technical experts or advisors should be designated. This will take some brainstorming by the crisis communication team since what is needed may not always be apparent. There should be an authority or technical expert in the field and be available to supplement the knowledge of the spokesperson.

Criteria for the spokesperson, backup spokesperson and crisis communication expert is: Comfortable in front of a TV camera and with reporters. Preferably, skilled in handling media, Able to establish credibility with the media, able to project confidence to the audience, straightforward and believable, accessible to the media and to internal communications personnel who will facilitate media interviews, able to remain calm in stressful situations.

Managing the media:

Select a place to be used as a media center. It should be some distance from offices of the crisis communication team; spokesperson and emergency operations center to ensure that media are not in the middle of the action. If there is a visual (a fire or rescue operation) don't make the media center in such a remote site that they can't see what is going on because they may not show up and if they do, there is every chance of losing their confidence.

If the media are currently required to be escorted then during a crisis they be escorted. These things should be considered and preparations made now to find people who can escort media during a crisis. If there are special circumstances that would require them to be escorted such as a safety hazard, they should be advised of this up front. Any change in the way the media is dealt with during a crisis may change the views of the reporter. Reporters may ask to speak to others who are involved with or have been affected by the crisis. It is best to restrict all interviews to the primary spokesperson, back-up spokesperson or technical expert. Controlling the interview process is key to managing the crisis.

However, remember that reporters have the right to interview anyone they want to and if they don't get the answers they want they will get them somewhere. They are all after the scoop. They all want a different angle than the reporter standing next to them. They will try for that scoop with anybody. If the possibility is there to provide them with what they want, consider it very carefully. All media should be treated equally. What is given to one should be available to all media.

Practice answering:

A crisis situation is always difficult when dealing with the media. Therefore, tough questions and rehearsals are necessary to help the spokesperson prepare. It is important, at the onset of the crisis, that the spokesperson, backup and advisors spend some time rehearsing prepared statements and answers to possible "tough" questions that may be asked by reporters. The Communications/Public Relations staff should prepare questions and answers for the practice sessions. Don't volunteer information unless it is a point the Organization wants to make and the question hasn't been asked. Don't talk off the record.

· Prepare "talking paper" on primary points you want to make.

· Anticipate questions--prepare responses.

· Practice answering questions.

· Cover controversial areas ahead of time.

· Audiences often remember impressions, not facts

Do's during the Interview process

- Do use specifics.

- Do use contrasts, comparisons.

- Do be enthusiastic/animated.

- Do be a listener.

- Do be cool.

Don'ts during the Interview process

- Don't accept "what if" questions.

- Don't accept "laundry list" questions.

- Don't go off the record.

- Don't think you have to answer every question.

- Don't speak for someone else.

The first news release should include a minimum of who, what, when and where of the situation. Give the facts that have been gathered from reliable sources and confirmed. Don't over reach and don't speculate. Show concern for the public and for the employees in the first press interaction. The purpose of expressing concern is to generate good will. If employees and customers don't feel like insiders, they are going to act like outsiders. Remember, “Employees are the assets beyond balance sheet figures”. Refresh the lists of publics who should be your targeted audience. When working on a crisis consider what the most effective method of communication would be for each group.

Diamond shines only when it is rubbed and polished. PR practitioners can prove their mettle only on successful handling of a crisis. Any crisis can be managed with a well laid out Public Communication Plan.