Crisis management and 3rd sector PR

The need to plan ahead is made obvious in the area of crisis and  issues management. Crisis's occur unexpectedly. But just because they are unexpected does not mean the PR department is not prepared.

Preparation is achieved through planning.

One of the first things we learn about PR is the need for planning, research and coming up with tactics. These factors should be used in crisis management too. Before a crisis actually happens, a back-up plan should have been created and practiced months before.

One thing I see is that with successful planning, a crisis/issue can become an opportunity for the company to show its efficiency with dealing with problems. 

PR practitioners should always look to the future and be alert to avoid such situations.

Public relations in the third sector is something really 'big' now. With a community that supports social issues and likes being 'involved', using these situations are perfect opportunities to gain awareness. 

There are tons of examples of campaigns that lean on the audiences inclination for the common good. Several that were mentioned in class were the solar powered phone charges, 'make a switch' to save energy, giving water to children who need it and many more. 

Yes, it does sound very commercial, the idea that we play on the audiences emotions to promote a product and gain a profit but if it works it works!

But of course, it would be better if the company itself really cared about the community and environment.

All in all, I still believe tat the most important things I have learnt not just from these two chapters but throughout the readings is the need for planning and research. Knowing the target audience like the back of your hand is something so important and necessary. And planning is just something so essential. Problems are in a sense fixed before they actually occur. While it may be difficult to foresee certain events, it won't hurt to try and cover as much ground as possible to minimize problems that could occur.

A typical PR program

I think that this reading really sums up everything we have learnt so far. Since chapter 1 (or my first blog entry), we have learnt the steps necessary in implementing a PR plan which is smooth and successful. Things like media relations and ethics were also mentioned to broaden the issues that must be looked at with the formation of the plan.

Just laying the PR diagram here for reference:

Set objectives --> Plan --> Implement --> Evaluate

This is a very simple and workable plan. But in reality, there will always be last minute issues and problems that surface. I think that is what makes PR challenging. One thing very important in all of this is remembering that plans do not always run smoothly and evaluating and changing our objectives is something we must always be prepared to do.

Having said that, the most important thing a PR practitioner must remember is research. This has been mentioned over and over again and I will just repeat it once more.

Without research, problems occur. By researching, PR practitioners can foresee such problems and have back up plans. Research also allows them to gain the most out of their events or activities the PR company organized.

It is true that things can still go wrong no matter how much research is done. The best thing we can do is to be on our toes.

We as PR practitioners must always strive to be in control of our campaigns.

Coke and Arabs. (Research and sponsorship)

I heard a joke once. It went something along these lines:


A disappointed Coca Cola salesman returns from his Middle East assignment.
A friend asked, "Why weren't you successful with the Arabs?"
The salesman explained
"When I got posted in the Middle East , I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem I didn't know to speak Arabic. So, I planned to convey the message through three posters...



And I pasted them everywhere"

"Then that should have worked!" said the friend.
"The hell it should have!" said the salesman. Except I didn't realize that Arabs read from right to left"


Cue drumroll.


Now you may be wondering what this is all about. This is an obvious result when PR practitioners do not do adequate research. Without research, there would be more opportunities for things to go wrong. In addition, the objectives of the plan would probably not be met and alot of money would be wasted.

All in all, research is very important and should not be neglected in any case.

Another thing that is interesting about this weeks readings is sponsorship. Sponsorship is probably one of the best ways to gain awareness.

Just listing some benefits people get from being involved in sponsorship:

1. Corporate sponsorships are attractive to companies seeking financial support to make their events successful

2. It encourages a larger attendance and more enthusiasm for an organization’s event

3. A win-win situation for both organizations.

4. Corporate sponsorships is a potential for increased visibility, credibility, and quality for the event

5. Draw on the sponsors name, media exposure, banners and marketing literature, retail opportunities, etc.

6. Identifying common goals and objectives which can lead to organizations working toward a collective objective (not for profit but for a common cause)

7. In the area of charity events/ beneficial community causes, having sponsors helps with the success and expansion of these programs. (make up most of the funding)

8. Opens doorways for future sponsorship/permanent relations.

As a future PR practitioner, I will remember these 2 situations to ensure that the events I plan will run smoothly and achieve all my objectives and goals. Also, like I mentioned in my previous post, methods of marketing will constantly evolve with the creativity of the PR people. While sponsorship is well used now, in the future, there will be many other methods of gaining awareness and publicity and I must always keep an open mind.