Search results

This paper seeks to propose a simple four‐element model for how organisations should manage their public relations when they are faced with a critical incident.

The article brings together findings from previous research to construct a four‐element model. Five short case studies are then used to illustrate how the four elements contribute to the management of a critical incident.

Organisations need to follow four elements for their public relations when they are facing a critical incident. These four elements are: think of the public and the media; act fast; be straight; and, show concern and compassion.

Those organisations that used the four elements of the public relations process appear to have gained not only from the short‐term benefits of managing the incidents but also from a long‐term effect on their corporate reputations.

This paper is of value to senior managers and public relations professionals in that it provides a simple four‐element model for positively managing public relations in a critical incident.

Reputation analysis is a well‐established practice applied to conventional news outlets (press, radio and television) through media evaluation, and to stakeholders direct through opinion and behavioural research. The media evaluation side of such integrated research permits organisations to measure and track issues, messages, media titles/programmes, third‐party sources and much else besides, and to illuminate and guide their communications programmes with key stakeholders. The Internet, effectively an immense and influential publishing forum based on new technology, is as amenable to similar intelligence‐gathering and evaluation procedures as the traditional media. This process has taken on extra importance now that the power to communicate widely has come into the hands of individuals and small groups, joined across geographical boundaries and time zones as virtual communities.

Hi‐tech communications transform the market‐place, demographics alter consumer demands, global and regional developments recast world dynamics. The USA is enjoying a “Goldilocks economy” – neither too hot, nor too cold – and global trade has tripled over the past twenty years. The factors driving this sustained growth are many, technological, demographic as well as social and behavioural. This article examines the trends driving the economy, especially the impact of information and communications technologies and globalization on business activity with special emphasis on the banking and finance sector.