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The Crisis Campaign
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Crises vary in nature, magnitude, and intensity
but most can paralyze a corporations ability to
function and erode its credibility and reputation
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Not always easy to differentiate between a
simple problem and a true crisis
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Emergency planning is not about anticipating all possible crisis
scenarios.
Primary objectives are to:
Assess the organizations overall preparednessculturallyand logisticallyfor dealing with a disaster
Identify the PR departments and managements strengths
and weaknesses Develop a good response game plan that is appropriate
for the organization
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Planning for the Unplanned
In PR terms, planning can accomplish 2 things:
It can make something happen
It can prevent something from happening
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Four Risk Strategies
Low real risk; low perceived risk
Often dealing with worried well people who worry
about risk of developing skin cancer after 2 hours of
tanningall that needs to be done is to communicate
individually with those concerned
Low real risk; high perceived risk Communicate a situation of risk but lessen fears at the
same timehelps a lot if agency has high degree of
credibility
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Four Risk Strategies
High real risk; low perceived risk
Oppositeeg: anti-smoking campaignspublic
indifference has to be overcome, and often is done so only
over the long haul, after sustained and organized
communication effort
High real risk; high perceived risk
Get out the crisis communication planif you dont haveone, theres very little you can do again, if you are a
credible agency, you are more likely to be believed
whatever the situation or communication strategy
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Themes of a crisishealth issues, scientific achievements,
consumerism, nationalism, or demand for reform
These major themes have profound political, economics, and
social consequences
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Eg: HIVhas taxed hospitals, clinics, public and private health
providers around the world..projected loss of business from
AIDS exceeds $2 bil in the 1980s
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By:Don Sapatkin The Philadelphia Inquirer, Published on Mon May 06 2013
PHILADELPHIAThe 1987 New York Post headline THE MAN WHO
GAVE US AIDS was arguably one of the most influential of all time.
Patient Zero a promiscuous gay Canadian flight attendant had
spread AIDS from coast to coast. The story sparked sensational media
coverage, drove a book onto the bestseller lists, pushed the gay diseaseonto mainstream Americas radar screen and helped jump-start an activist
movement, all of which eventually focused more money and scientific
brainpower on an epidemic that had already killed tens of thousands.
It was also wrong intentionally creating a scapegoat to publicizeAnd the
Band Played On , Randy Shilts authoritative chronicle of the early years of
AIDS. The book mentioned the case on just a dozen or so of its 630 pages.
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Eg: Chernobyl - an explosion and fire released large quantities of
radioactive particles into the atmosphere, which spread over
much of the western USSR and Europe..the battle to containthe contamination and avert a greater catastrophe ultimately
involved over 500,000 workers and cost an estimated 18
billion rubles (505,835,833.53 US Dollar)
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CANBERRA, Australia The chief executive of QantasAirways says the carrier's flight schedule will return to
normal by Tuesday after an Australian court intervened ina bitter labor dispute that prompted the world's 10th-largest airline to ground its entire fleet.
The court ruling is a major victory in the airline's battlewith unions representing pilots, aircraft mechanics,baggage handlers and caterers, whose rolling strikes
have forced the cancellation of 600 flights in recentmonths, disrupted travel for 70,000 passengers and costQantas 70 million Australian dollars ($75 million).
(2011)
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Qantas has launched a national
print campaign to win back
customers after the weekends
crisis.
The airline has taken ad space in
the Sydney Morning Herald, The
Australian and the Australian
Financial Review.
Qantas spokesperson Sophia
Connelly told Mumbrella about the
brief for agency M&CSaatchi: It
was straightforward to be able to
communicate with our customersthat they could travel with Qantas
with confidencetheir flight would
not be re-timed or cancelled as a
result of strike action.
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