Public relations has many definitions. Rex Harlow, a pioneer public relations educator who founded what would become the Public Relations Society of America (PRSA) defines public relations as a "distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal tools".
Crisis public relations deals with high profile events such as accidents, terrorist attacks, disease pandemic, and natural disasters. Major crises such as these can dwarf even the best conflict positioning and risk management strategies. Some general rules of how to communicate during a crisis include:
- Put the public first
- Take responsibility for solving the problem
- Be honest. Don't obscure facts and try to mislead the public
- Never say "No comment" because most people feel that means that the organization is guilty of wrongdoing
- Designate a single spokesperson
- Set up a central information center
- Provide a constant flow of information because when information is withheld, the cover-up becomes the story
- Be familiar with media needs and deadlines
- Be accessible
- Monitor news coverage and telephone inquiries
- Communicate with key publics
An estimated 90% or organizational crises are caused by internal operational problems rather than by unexpected natural disasters. Research is important in crisis public relations because it can often uncover trouble spots and public concerns before they become first page news.
PT ADYATMIKA SAKTI NUSANTARA
no.1 Communication Strategic Consultant
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