Essays on Public Relations and Crisis Communication - Action for Farmers Assignment

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The paper "Public Relations and Crisis Communication - Action for Farmers " is a perfect example of a business assignment.   The crisis management can be divided into three critical phases, the pre-crisis management, the crisis response, and the post-crisis management. The pre-crisis management is all the management efforts that are implemented before the crisis can hit for the preparation to reduce the risks that could lead to a crisis and to reduce the impact of the crisis in case it hits. The crisis response is the management activities after the crisis has occurred.

This is important to reduce the impact the crisis will have on the organization. The post-crisis management happens after the crisis have been addressed and the organization is returning back to the usual business (Coombs, 2007). In the simulation as Action for Farmers (AFF), the news had started to spread regarding the contamination and poisoning of milk. The crisis went to be a major crisis when the prime minister cautioned the consumers taking the milk to be very careful. Pre-crisis Phase The crisis prevention is the forward-thinking that is aimed at preventing unfavorable occurrences.

The crisis communication team is tasked with brainstorming and coming up with a comprehensive list of all possible crises that could impact the organization. The major management activities in this phase are the warning and risk assessment. In the case of the AFF, the crisis had already begun and there was no time of risk assessment. When it was apparent that about 60 has been hospitalized, and the fingers were pointing at the milk contamination. The AFF started to plan how to address the crisis with respect to different stakeholders. The preparation of effective communication of the crisis warning is very important for the overall crisis communication.

The communication in the warning stage involves notifying the specific constituents that could include key personnel, law enforcement, and risk management individuals. The role of the communication is to inform them of the possible crisis, the description of the crisis, and the magnitude of the foreseen crisis for the purpose of preparation Roberts & Ottens, 2005, p. 334). In this case, the team designed to communicate with all the farmers to caution them on possible poisoning and advise them on what they should do to avoid further poisoning or contamination.

The processing firms were also cautioned to be vigilant to ensure that contamination did not happen. The communication also targeted customer and requested them to ensure they consume milk that meets the health requirements. The communication requested the retail staff to ensure that they purchase and sell milk from recognized processors and avoid milk from vendors who could compromise quality. The other management activities that happen in the pre-crisis phase involve creating the crisis management plan and the crisis management team.

This was important to ensure that there was a guideline to addressing the issue and ensuring there are right people with definite roles in the crisis management process (Roberts & Ottens, 2005). In this case, one person was given the responsibility of addressing the media while the other person was given the responsibility of communicating with the farmers, processors, and the retail staffs to ensure compliance with safety standards and prevent escalation of the crisis.

References

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Davenport, D. B., 2016. The 3 Most Effective Crisis Communication Strategies. [Online]

Available at: http://online.purdue.edu/comm/masters-in-communication/resources/effective-crisis-communication-strategies

[Accessed 17 April 2017].

Gîrboveanu, S.-R., 2011. Hpow to Mange a Public Relations Crisis. University of Craiova, pp. 1-14.

Lukaszewaki, J. E., 2015. Setting Crisis Response, Communication Strategies, And Priorities. [Online]

Available at: http://www.disaster-resource.com/index.php?option=com_content&view=article&id=2326:setting-crisis-response-communication-strategies-and-priorities&catid=9:crisis-response

[Accessed 17 April 2017].

Roberts, A. R. & Ottens, A. J., 2005. The Seven-Stage Crisis Intervention Model: A Road Map to Goal Attainment, Problem Solving, and Crisis Resolution. Brief Treatment and Crisis Intervention , 5(4), pp. 329-339.

Thomson, S., 2016. Media Relations and Crisis Management. [Online]

Available at: https://www.bdb-law.co.uk/services/expertise/public-affairs/media-relations-and-crisis-management/

[Accessed 17 April 2017].

Valvi, A., Fragkos, C. & Konstantinos, C., 2013. Crisis communication strategies: a case of British Petroleum. Industrial and Commercial Training;, 45(7), pp. 383-391.

Violino, B., 2007. How to Handle the Media During a Crisis. CIO, pp. 1-8.

Xu, J. H., 2009. Students’ Guide to Media Relations in Crisis Management: Using Communication Tools to Protect Company Reputation. The Arthur W Page Center.

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