Chap 3 Continue *For Section C P1 (b) 10 things reporter/ journalist want…
Chap 3 Continue *For Section C P1
a) 4 Strategy to Counter Crisis
2) Diminishment（减少/缩小） Strategies
Attempt to reduce the attribution of organization control over the crisis / negative effect of the crisis.
(1) Giving Excusing （辩解的）
Crisis manager try to minimize the organization's responsibility for the crisis
Response can be: Denying any intention to do harm. Or claiming that organization had no control of the events that led to the crisis.
(2) Giving Justification （辩护/证明正当）
Crisis manager tries to minimize the perceived（认为的） damage associated with the crisis.
Response can include: Stating that there were no serious damage or injuries or claiming that the victims deserved what they received.
3) Rebuilding Strategies（重建）:
Try to improve organization reputation.
(1) Giving Compensation （补偿）
Provide money, others gift to the victim.
(2) Giving Apology （赔罪/道歉）
Crisis manager publicly states that the organization takes full responsibility for the crisis and ask for forgiveness.
1) Denial（否认） Strategies:
Try to remove any connection between the crisis and the organization.
Have / Involves 3 ways:
Etc = Crisis manager states that there is no crisis exists.
(3) Scapegoating （使代罪羔羊）
Etc = Blaming others
(1) Attacking the accuser（原告）
Etc = Lawsuit against the accuser.
4) Bolstering（支持） Strategies :
Seek to build a positive connection between the organization and stakeholders.
Praises your stakeholders.
Telling the stakeholders how well your organizations perform in the past.
Explain your organization also a victim of the crisis.
b) 10 things reporter/ journalist want to know
1) What happened?
2) Were there any deaths / injuries?
3) What is the extent （程度）/ condition of the damage?
4) Is there a danger of the future injuries or damage?
5) Why did it happen?
6) Who or what is responsible?
7) What is being done about it?
8) When will it be over?
9) Has it happened before?
10) Were there any warning signs of the crisis?
c) 7 General Messaging Guidelines:
1) Develop key message
Make it easy, not complicated, be direct（直接）
2) Don't be clever
Response cannot be arrogant（傲慢/自大） / frivolous（轻举妄动）.
3) Use facts, not fluff (be honest)
Publics are sophisticated（有经验)...Wrong information = Damage reputation
4) Give your messages a small test
Test your message/ content before telling the media.
5) Make your message simple as possible.
People want to know your message in a straight forward manner.
6) Put things into context（背景/meaning)
7) 3 type of statements to avoid.
Weak, blur statements = No place/ power in handling negative media statements.
Be confidence, clear, robust at all times.
3) Personal pro-nouns
Try to avoid referring your organisation by name.
To not link all the problem and blame on your organisation in future.
Aim = Solve problem, diffuse situation
Not making it worst. Avoid blaming because journalist love stories.