What is risk? Risk is basically the possibility that something could go wrong. All media relations campaigns are exposed to some kind of risk, it is the task of the public relations practitioners (us), to minimize that risk.
Media relations may be difficult for out client PCC to accept since PCC has a strong focus on confidentiality for its clients (thereby making media relations a high risk endeavor). PCC does not actively seek media attention and so, has had little media experience. In order to successfully persuade our client to accept media relations as a strategy, we have to make them believe the risk is manageable.
A crisis is a critical stage in any situation that could lead to a turning point in an organization. An example of a crisis was the Jet Blue situation that happened in 2007, which left Jet Blue passengers stranded on airport runways for more than six hours. Jet Blue is an airlines that prides itself in customer service. However, the company did not have an effective crisis management plan and were unable to react quickly to the situation. Because of this, the company's image and brand was damaged.
It is very difficult for an organization to recover when its image or reputation is damaged. Thus, prevention and preparation are the keys in avoiding such situations. As PR practitioners, we must work to lower the risk of potential situations that would resort in a loss of image and reputation for our client. PCC will not be the next NKF or Ren Ci.
Indeed, we have to take into consideration of PCS's strong focus on confidentiality when coming up with our media relations tactics. I think we can use BABES as an example to persuade the client to be more open to the media; BABES is frequently featured in the media when it comes to the topic of teenage pregnancy and they receive a good amount of calls in need of help(based on their annual report).
ReplyDeleteAs good PR practitioners have to be proactive instead of reactive, a PR plan would not be complete without a crisis management plan.I think the crisis management plan can also be used as a means of persuasion -- the client will feel assured if there is a plan for when the tactics go awry.
It's interesting that risk management could be a means of persuasion, especially in the case of our clients, who place safekeeping of confidentiality of the girls who come to them as their utmost priority. Part of our task is in convincing PCC that there are ways to boost their image without compromising on confidentiality.
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ReplyDeleteI believe another reason why PCC does not actively seek out the media, besides protecting the identities of the girls who need them, but also that costs of engaging the media plays a significant role in disuading PCC.
ReplyDeleteTaking a risk of getting the media involved and not gaining enough publicity may also bring PCC into bad light for negligently squandering money. It has to be ensured that the situation is at least risk-free to a large extent
Without doubt, confidentiality is a tacky issue when it comes to PR campaigns for PCC. As PR practitioners, we have every right to help promote our client in the best way we can. In face of potential risks, we should always prepare a 'wet weather plan' (crisis management plan), should our client be reluctant to accept our suggestions.
ReplyDeleteHopefully we could devise successful strategies to aid PCC in achieving the most while spending the least. And yes Stacey, PCC will not be the next NKF or Ren Ci (:
Yup! Like I mentioned, we need to persuade PCS to see that media relations is the key to raising awareness about the organization. It may be a touchy issue but it can be achieved in a way that will help the organization, its targeted publics. They just need to see that the good points of this move will outweigh the bad.
ReplyDeleteLinking media relations to crisis management, the only thing that comes to mind would be:
ReplyDeleteGOOD MEDIA RELATIONS.
What i mean is, don't only go to a journalist only when you need their help, but maintain good friendship and meet up once in a while not for any motive for pitching a story to them, but simply just to find out how they are.
Journalists always seem to be doing favours and writing newstories for PR practitioners, now what can PR practitioners do for journalists for it to be a two-way situation?
That is something to think about.
But more importantly, by maintaining a good friendship throughout, not only when you need a journalist's help in writing a story, this would greatly help during a crisis.
Journalists want to expose organisations for anything bad that happens, but if a good relationship has been developed, probably the PR practitioner, when faced with a crisis could turn to the journalist and to tell them to show some mercy. This is more likely to happen for a PR person who has been friends with journalist X than a random PR person who doesn't even know where journalist X likes to eat.
Get my drift?
sorry, i meant "what journalist X likes to eat."
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