Public Relations In Response To Crisis

3783 words - 15 pages

The aim of this report is to discuss an effective PR campaign for the established business Virgo. The report will follow Scott Cutlip’s four-step process as a structure that is important for Virgo in regaining its company’s profile. Defining Cutlip’s four-step process helps in the development of communication for the organisation to its publics. In relation, Virgo will add extension in the rebuilding of reputation through its aims and objectives. Using this process breaks down into situation analysis, planning and programming strategy, implementation, and evaluating the program. Edwards work on ‘Public relation Origins’ (2009:5) looks at the ‘Institute of Public relations’ (2004) and states, that the CIPR defines “PR as: about reputation- the result of what you do, what you say and what others say about you. […] It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Virgo’s PR campaign can be defined by Edwards’s definition of PR due to the organisation wanting to restore the reputation of Virgo within its organisation and publics. The campaigns aims and objectives are to inform customers that after a recent discovery of child labour, the change in Virgos ethical standpoint will help when eradicating the problem. Public relations in the context of Public Relations, Harlow (1976) expressed in Theaker (2008:4) states,
“Is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organization and its publics; involves the management to keep informed on and responsive to public opinion; defines and emphasis the responsibility of management to serve the public interest; helps management to keep abreast of and effectively utilise change, serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tools.”
This in relation to Virgo is key, as Virgo will use management function to determine better communication between its publics so that a crisis can be prevented if another one was to occur. Virgo takes it company seriously, in which they have set up CSR campaign to communicate to the public. Virgo will also be using ethical communication techniques as its principal tools in order to regain its publics trust.
Some theorists such as Botan and Hazelton (1989) expressed in Yeomans (2009:5) argue against this and believe that PR present biased communications and reflect authentic practice that results in PR representative to “manipulate public opinion for the benefit of the organization.” This could be the case for many company’s, however when running an organisation like Virgo it is based around communication which results in reputation and profit, if the reputation is shattered like Virgo then PR consultants are needed to re-build trust to regain its publics.
Virgo before the scandal was based...

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