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Presentasi berjudul: "Communicating In Crisis"— Transcript presentasi:
1Communicating In Crisis Dian Anggraeni Zulkarnain, M.Si
2Crisis In Public Relations Natural disaster crisis.Industrial accident crisisProduct failure crisisPublic perception crisisIndustrial relation crisisBusiness management crisisCriminal event crisisManagement turnover crisisHostile takeover crisisStimulateExtensiveNewsMedia coverageAffect your reputation, image /credibility in negative wayPublic
3What can and must- be managed is the response. Public and political environment in which the crisis is occurringThe Culture and inner workings of the organization facing the crisisHuman nature – how will the person and groups involved most likelyreact to the crisis itself, to attempt to alleviate it, and to variouscommunication, events or activities?
4Understand How People Typically Respond To Issues 1% 45% 8% % %Immediately Leaning Opinion Leaning ImmediatelyFavorable Favorable Leaders Unfavorable UnfavorableZealots, Have Willing to Have Zealots,minds made opinion discuss, open opinion minds madeup as soon won’t do minded won’t do up as soonas the hear anything will drive anything as they hearto the issue about it decision about it of the issue
5Ciri-ciri Perusahaan Krisis KEADAAN FISIKTidak terurus, lampu redup, toliet kotor, seragam petugas lama tak berganti, mobil tua, pabrik bekerja di bawah titik optimalSDMMalas, datang dan pulang seenaknya, pemimpin jarang hadir, banyak terlihat tidak bekerja, hanya kumpul-kumpul dan bergosip. Karyawan yang bagus banyak mengundurkan diri.PRODUK ANDALANHampir tidak ada, hanya menyelesaikan yang sudah ada saja. Banyak retur dan defectKONFLIKHampir setiap hari terdengar, perasaan resah dan gelisahENERGIHampir tidak adaDEMO KARYAWANTinggi, takut di PHKPROSES HUKUMMeningkat dan datang dari mana-manaBAGIAN KEUANGANHidup dalam suasana stres. Dikejar tagihan-tagihan yang tak terbayar oleh debt collectorRhenald Kasali, 2005
6CASE: There’s A Syringe In My Pepsi Can! CASE BRIEF: The PEPSI Corporation faced a crisis in 1993 which started with claims of syringes being found in cans of diet Pepsi. Pepsi urged stores not to remove the product from shelves while it had the cans and the situation investigated. This led to an arrest, which Pepsi made public and then followed with their first video news release, showing the production process to demonstrate that such tampering was impossible within their factories. A second video news release displayed the man arrested. A third video news release showed surveillance from a convenience store where a woman was caught replicating the tampering incident.
7The company simultaneously publicly worked with the FDA during the crisis. The corporation was completely open with the public throughout, and every employee of Pepsi was kept aware of the details. This made public communications effective throughout the crisis. After the crisis had been resolved, the corporation ran a series of special campaigns designed to thank the public for standing by the corporation, along with coupons for further compensation. This case served as a design for how to handle other crisis situations
8The Public Relations Impact Identify four primary publics to be addressed:The news mediaCustomer (those who purchased the product for retail sale)ConsumersEmployees and local Pepsi-Cola bottlers.
9INTERNAL ACTIONS: 1. The public affairs department: Media relations specialists prepared to respond to media inquiries and to provide regular updates of facts and development. Strategy approach: ONE CLEAR VOICE A second team wrote and produced video news releases, audiotapes, press releases, charts, and diagrams of the production process and photos for external and internal distribution.
102. Consumer RelationsHad 24 people manning the 24-hour toll free hotlines, taking calls from consumers, hearing reports and comments, and monitoring public opinion as it developed.Scientific and Regulatory AffairsAssigned technical and quality assurance specialist to work with FDA and local health department to evaluate and track each complaintSales and marketing personnelResponsible for maintaining relationship with its customers-Supermarkets, restaurants, convenience stores and others who soldPepsi product for the consumer.Manufacturing ExpertsAssisted the FDA and developed simple, easy to understand explanationsof the filling line process for the news media and the public.The Legal DepartmentInvolved at all stages of the reporting and communication process
11PEPSI’S RESPONSE CENTER Put public safety firstLook at the problem through the perspective of the public and address their concerns.Find the problem and fixPepsi was convinced the problem was not within its production facilities, so it worked with regulatory authorities to demonstrate the security of their plants, and to investigate and respond to all complaints.Communicate frequently, quickly, and regularly.Use both broadcast and print communicating tools. Be honest, available and informed about what the media needs and be prepared to meet those needs.Take full responsibility for resolving the crisisPepsi realizes quickly that this was a problem that the public expected it to help resolve. Pointing fingers at consumers or ducking responsibility was never an option even though most on the crisis response team felt the reports of foreign objects were hoaxes.
12STRATEGY OF PR IN CRISIS Menyerang pihak yang memojokkan perusahaan dengan memberikan fakta danmenjelaskan kepada publik bahwa tuduhan tidak beralasan.Contoh kasus:ASTRO TANTANG INDOVISION BUKTIKAN MIGRASI PELANGGANUNIVERISTAS BOROBUDUR GUGAT MARISSA HAQUEPerusahaan bisa merespon krisis dengan melakukan penyangkalanASTRO TOLAK TUDUHAN MONOPOLI SIARAN LANGSUNG LIGA INGGRISPT. TATA DISANTARA KLARIFIKASI ISU KORUPSI DAN KKNMelakukan pembenaran kepada publik. Meskipun hal masalah tersebutmemancing polemik di masyarakat.