CCM_CHAP 4

When there is a crisis, there must be communication with the news media, social media publics, internal publics, external publics, and lawyers. All these communications should begin as soon as possible in the “\_______”.

golden hour

The types of organizations suffer crises, loss of reputation, and great financial loss but never seem to go out of business no matter what they do:

Governments and hospitals

News media coverage of a crisis usually falls into \_____ stages.

4

The first stage of the news media coverage of a crisis process:

Breaking news

The second stage of the news media coverage of a crisis process:

Concrete details are becoming available

The third stage of the news media coverage of a crisis process:

Analysis of a crisis and its aftermath

The last stage of the news media coverage of a crisis process:

Evaluation and critique of the crisis

How are victims coping? What is being done to remedy the situation? More is said about how and why. In the Columbine crisis, \______of news media coverage of a crisis, stories were about how the gunmen planned the attacks and memorials for the victims.

Stage 3 (Analysis of a crisis and its aftermath)

Were warning signs heeded? In most natural disasters and frequently in other crises, stories are done about how the company, city, or country was warned that the crisis would occur. Hurricane Katrina, the Asian tsunami, and the Haitian earthquake had warning signs. At Columbine, the youthful gunmen displayed signs of maladjustment. \______of news media coverage of a crisis also signals a return to normalcy and a consideration of what lessons have been learned.

Stage 4 (Evaluation and critique of the crisis)

With the news media coverage of a crisis process, one of three types of response to a media request:

We know and here’s all the information.

With the news media coverage of a crisis process, one of three types of response to a media request:

We don’t know everything at this time. Here’s what we know. We’ll find out more and let you know.

With the news media coverage of a crisis process, one of three types of response to a media request:

We have no idea, but we’ll find out and tell you.

There are three possible results of a crisis: (a) The organization is put\_______, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position; (c) the organization, in a hard-fought battle, has won the war of public opinion and is seen as favorably as before, or perhaps more favorably.

out of business, ruined, possibly sued

There are three possible results of a crisis: (a) The organization is put out of business, ruined, possibly sued, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has\________; (c) the organization, in a hard-fought battle, has won the war of public opinion and is seen as favorably as before, or perhaps more favorably.

lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position

There are three possible results of a crisis: (a) The organization is put out of business, ruined, possibly sued, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position; (c) the organization, in a hard-fought battle, has \_______and is seen as favorably as before, or perhaps more favorably.

won the war of public opinion

Know the difference between an apology and an excuse. An excuse \______; an apology does not.

blame to others

When people, especially children, were sick and dying from the E. coli that had tainted Jack-in-the-Box hamburgers, an excuse was not what the consumer public wanted to hear. Saying the meat packer was responsible for the E. coli infections was not an apology. If your company had sold such a product, you would \______.

you would owe the public an apology: “We are sorry. We will do everything we can to make amends. We take responsibility for medical treatments”

\_______ is considered by most public relations professionals to be the spokesperson of choice during a crisis, especially if people have been injured, if there is danger of physical harm, or if there are millions of dollars in damages.

The CEO

If patrons of a restaurant get food poisoning, \______responsible for telling the public about symptoms and treatments.

a physician might serve as a supportive spokesperson

When there is an opportunity to let impartial \____speak about your company’s diligence, sense of responsibility, or innocence in a crisis, permit them to be spokespersons.

experts

In the Snapps restaurant case, \_____spoke at news conferences telling the public that AIDS could not be spread to food by an HIV-positive food handler after rumors spread that a fast-food restaurant’s managers had spread the disease.

medical officials

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do \_____and, if necessary, repentant and apologetic.

maintain an attitude showing you are calm, courteous, responsive, direct, positive, truthful, concerned

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do look the reporter in the eye. In your response, \______if possible.

address each reporter by name

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do use\____, not the jargon of your business or profession.

everyday language

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do\______. They may be volunteer spokespersons.

keep employees informed of the crisis

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not stick to a story if it has changed, just to be consistent. The media realize that things change. Johnson & Johnson experienced this during the Tylenol crisis (see Chapter 6). It had initially announced there was no cyanide in its plant but later discovered that there was. Johnson & Johnson’s public relations staff told the media the truth. No _)__made a big deal over it.One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not pull advertising from a newspaper because reporters are not cooperative. The purpose of \______is not to help the newspaper anyway. The purpose of \_______is not to help the newspaper anyway.

advertising

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not consider your \____“golden.” It will be changed except in small-staffed\______. If it is written well with real news, you have done the best you can do.

news release/ newspapers

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not be trapped into\_______.

predicting the future

\______questions begin with “if.”

Speculative

\_______questions imply that the reporter already has the answer; you are merely to verify it. For example, “You do agree that the company could have avoided this tragedy, right?”

Leading

\_______ questions are designed to elicit an emotional response. Some television reporters thrive on these because responses to them make for more exciting videos. “Isn’t it true that you knew there was asbestos in the ceiling and failed to do anything about it?”

Loaded

\______questions intentionally contain inaccurate details. If the question is “You fired half of your over-50 staff, right?”

False

\______questions begin with “We have the story. I just need a few wrap-up facts.” The reporter may want you merely to confirm an already formed viewpoint. He or she may not have a story at all but wants you to release only “the dirt.”

Know-it-all

\_______, or an absence of questioning, is used by reporters who want you to spill your guts, to talk on and on.

Silence

\_______questions are designed to force you to blame others. Never fall for this. Maintain your innocence if that is true, but do not cast blame on others. The court of public opinion does not react kindly to this.

Accusatory

\_____questions can be confusing to you as well as to the public. Ask which part you should answer first. Then answer each part as a separate question. Also, you can say, “I’ll take the first part first.”

Multiple-part

\______questions are those in which technical words or professional jargon are used. In response, use everyday language. Jargon builds a barrier between you and your publics and erodes their trust.

Jargonistic

\_____ questions are those in which the reporter, pretending to be your buddy, may ask, “Say, pal, off the record, what do you think …?” The PR practitioner should remember that nothing is off the record and should be careful about supposed friendships.

Chummy

\_____questions aim to make issues negative or simplistic by seeming to ask for clarity, as in “Would you call the company’s work schedule ‘stressful’?” You should not accept the reporter’s labels unless they are fair and accurate.

Labeling

\_____questions are posed at the end of an interview and may even come after the 63
camera or tape recorder is turned off. The reporter shakes hands and says, “By the way …”

Good-bye

As a crisis develops, the employee public, called a \_____public, should be kept apprised of what is occurring at every step.

functional

Organizations should communicate with\______ more directly than through the news media to inform them of the crisis and progress toward normalcy.

loyal consumers

\_______should be among the first notified. Key messages should be conveyed to them because these people, depending on the nature of the crisis, may be called on by the news media to comment.

Labor representatives and government officials

With new communications technology, it is possible to get information out to the masses. The Internet makes it possible to communicate with vast numbers of people through Twitter, Facebook, email, blogs, websites, and any new methods that have been developed since this edition was written. There was a job title called\___.

typist

A website is normally a\_____, but the Internet can easily link one to other points of view.

one-way means of communications

\______, are a type of website that consists of commentary from an author (or authors) with comments from various readers.

Blogs, or weblogs

\_____is one of the oldest blog search engines whereas Globe of Blogs classifies blogs by subject.

Technorati
;
Technorati is one of the oldest blog search engines whereas \_____classifies blogs by subject.

Information published in blogspace is disseminated faster than more traditional forms of communications through a technology called RSS (“\_____”).

Real Simple Syndication

There are \____basic types of blogs:

5

One of 5 types of blogs:

The corporate/organizational blog

One of 5 types of blogs:

Subject blogs

One of 5 types of blogs:

Industry blogs

One of 5 types of blogs:

Publication blogs

One of 5 types of blogs:

Personal blogs

Will PR professionals ghost-write blogs? Probably. What is this type?

The corporate/organizational blo

When there is a crisis, there must be communication with the news media, social media publics, internal publics, external publics, and lawyers. All these communications should begin as soon as possible in the “\_______”.

golden hour

The types of organizations suffer crises, loss of reputation, and great financial loss but never seem to go out of business no matter what they do:

Governments and hospitals

News media coverage of a crisis usually falls into \_____ stages.

4

The first stage of the news media coverage of a crisis process:

Breaking news

The second stage of the news media coverage of a crisis process:

Concrete details are becoming available

The third stage of the news media coverage of a crisis process:

Analysis of a crisis and its aftermath

The last stage of the news media coverage of a crisis process:

Evaluation and critique of the crisis

How are victims coping? What is being done to remedy the situation? More is said about how and why. In the Columbine crisis, \______of news media coverage of a crisis, stories were about how the gunmen planned the attacks and memorials for the victims.

Stage 3 (Analysis of a crisis and its aftermath)

Were warning signs heeded? In most natural disasters and frequently in other crises, stories are done about how the company, city, or country was warned that the crisis would occur. Hurricane Katrina, the Asian tsunami, and the Haitian earthquake had warning signs. At Columbine, the youthful gunmen displayed signs of maladjustment. \______of news media coverage of a crisis also signals a return to normalcy and a consideration of what lessons have been learned.

Stage 4 (Evaluation and critique of the crisis)

With the news media coverage of a crisis process, one of three types of response to a media request:

We know and here’s all the information.

With the news media coverage of a crisis process, one of three types of response to a media request:

We don’t know everything at this time. Here’s what we know. We’ll find out more and let you know.

With the news media coverage of a crisis process, one of three types of response to a media request:

We have no idea, but we’ll find out and tell you.

There are three possible results of a crisis: (a) The organization is put\_______, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position; (c) the organization, in a hard-fought battle, has won the war of public opinion and is seen as favorably as before, or perhaps more favorably.

out of business, ruined, possibly sued

There are three possible results of a crisis: (a) The organization is put out of business, ruined, possibly sued, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has\________; (c) the organization, in a hard-fought battle, has won the war of public opinion and is seen as favorably as before, or perhaps more favorably.

lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position

There are three possible results of a crisis: (a) The organization is put out of business, ruined, possibly sued, and key executives are possibly charged with crimes; (b) the organization continues to exist, but it has lost some image and respect in its publics’ eyes, and perhaps a great deal of financial position; (c) the organization, in a hard-fought battle, has \_______and is seen as favorably as before, or perhaps more favorably.

won the war of public opinion

Know the difference between an apology and an excuse. An excuse \______; an apology does not.

blame to others

When people, especially children, were sick and dying from the E. coli that had tainted Jack-in-the-Box hamburgers, an excuse was not what the consumer public wanted to hear. Saying the meat packer was responsible for the E. coli infections was not an apology. If your company had sold such a product, you would \______.

you would owe the public an apology: “We are sorry. We will do everything we can to make amends. We take responsibility for medical treatments”

\_______ is considered by most public relations professionals to be the spokesperson of choice during a crisis, especially if people have been injured, if there is danger of physical harm, or if there are millions of dollars in damages.

The CEO

If patrons of a restaurant get food poisoning, \______responsible for telling the public about symptoms and treatments.

a physician might serve as a supportive spokesperson

When there is an opportunity to let impartial \____speak about your company’s diligence, sense of responsibility, or innocence in a crisis, permit them to be spokespersons.

experts

In the Snapps restaurant case, \_____spoke at news conferences telling the public that AIDS could not be spread to food by an HIV-positive food handler after rumors spread that a fast-food restaurant’s managers had spread the disease.

medical officials

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do \_____and, if necessary, repentant and apologetic.

maintain an attitude showing you are calm, courteous, responsive, direct, positive, truthful, concerned

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do look the reporter in the eye. In your response, \______if possible.

address each reporter by name

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do use\____, not the jargon of your business or profession.

everyday language

One of the 10 dos for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do\______. They may be volunteer spokespersons.

keep employees informed of the crisis

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not stick to a story if it has changed, just to be consistent. The media realize that things change. Johnson & Johnson experienced this during the Tylenol crisis (see Chapter 6). It had initially announced there was no cyanide in its plant but later discovered that there was. Johnson & Johnson’s public relations staff told the media the truth. No _)__made a big deal over it.One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not pull advertising from a newspaper because reporters are not cooperative. The purpose of \______is not to help the newspaper anyway. The purpose of \_______is not to help the newspaper anyway.

advertising

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not consider your \____“golden.” It will be changed except in small-staffed\______. If it is written well with real news, you have done the best you can do.

news release/ newspapers

One of the 10 don’ts for media interview when dealing with the media or when being interviewed by the media, whether in a one-on-one situation or at a news conference: Do not be trapped into\_______.

predicting the future

\______questions begin with “if.”

Speculative

\_______questions imply that the reporter already has the answer; you are merely to verify it. For example, “You do agree that the company could have avoided this tragedy, right?”

Leading

\_______ questions are designed to elicit an emotional response. Some television reporters thrive on these because responses to them make for more exciting videos. “Isn’t it true that you knew there was asbestos in the ceiling and failed to do anything about it?”

Loaded

\______questions intentionally contain inaccurate details. If the question is “You fired half of your over-50 staff, right?”

False

\______questions begin with “We have the story. I just need a few wrap-up facts.” The reporter may want you merely to confirm an already formed viewpoint. He or she may not have a story at all but wants you to release only “the dirt.”

Know-it-all

\_______, or an absence of questioning, is used by reporters who want you to spill your guts, to talk on and on.

Silence

\_______questions are designed to force you to blame others. Never fall for this. Maintain your innocence if that is true, but do not cast blame on others. The court of public opinion does not react kindly to this.

Accusatory

\_____questions can be confusing to you as well as to the public. Ask which part you should answer first. Then answer each part as a separate question. Also, you can say, “I’ll take the first part first.”

Multiple-part

\______questions are those in which technical words or professional jargon are used. In response, use everyday language. Jargon builds a barrier between you and your publics and erodes their trust.

Jargonistic

\_____ questions are those in which the reporter, pretending to be your buddy, may ask, “Say, pal, off the record, what do you think …?” The PR practitioner should remember that nothing is off the record and should be careful about supposed friendships.

Chummy

\_____questions aim to make issues negative or simplistic by seeming to ask for clarity, as in “Would you call the company’s work schedule ‘stressful’?” You should not accept the reporter’s labels unless they are fair and accurate.

Labeling

\_____questions are posed at the end of an interview and may even come after the 63
camera or tape recorder is turned off. The reporter shakes hands and says, “By the way …”

Good-bye

As a crisis develops, the employee public, called a \_____public, should be kept apprised of what is occurring at every step.

functional

Organizations should communicate with\______ more directly than through the news media to inform them of the crisis and progress toward normalcy.

loyal consumers

\_______should be among the first notified. Key messages should be conveyed to them because these people, depending on the nature of the crisis, may be called on by the news media to comment.

Labor representatives and government officials

With new communications technology, it is possible to get information out to the masses. The Internet makes it possible to communicate with vast numbers of people through Twitter, Facebook, email, blogs, websites, and any new methods that have been developed since this edition was written. There was a job title called\___.

typist

A website is normally a\_____, but the Internet can easily link one to other points of view.

one-way means of communications