PUBLIC RELATIONS

1. Standing from the Academic’s perspectives, define and explain the definition of
public relations
- Definition: Public relations is a distinctive management function which helps establish and
maintain mutual lines of communication, understanding, acceptance and cooperation
between an organisation and its publics; involves the management of problems or issues;
helps management to keep informed on and responsive to public opinions; defines and
emphasises the responsibility of management to serve the public interest; helps
management 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 definition contains overall goals, processes and tasks of PR, and positions the
profession firmly within the organisation, as a management role. It covers most aspects of
PR, but is somewhat long-winded and other researchers have tried to simplify things by
separating tasks from strategy.
- Explain the definition of PR:
2. Criticizing the importance of PR to an organization.
Public Relations (PR) plays a vital role in an organization’s success. Well-managed PR would
bring organizations lots of benefits:
- Brand Credibility: PR can significantly enhance brand credibility. However, it’s
important to remember that credibility can’t be built overnight and requires
consistent and honest communication. Missteps in communication can harm the
brand’s reputation.
- Increase Profits, Sales, and Leads: While PR can help increase visibility and create a
positive image, it doesn’t guarantee an immediate increase in sales or leads. It’s a
long-term strategy and its impact on sales can be indirect and hard to measure.
- Change People’s Mind: PR has the power to influence public opinion. But, it’s not
always successful, especially if the actions of the organization don’t align with its
messages. Authenticity is key.
- Enhance Organization’s Online Presence: PR can boost an organization’s online
presence. However, the digital world moves quickly and staying relevant requires
 constant effort. Negative online feedback can also spread quickly and damage the
organization’s image.
- Boost Traffic: PR activities can drive traffic to an organization’s website or physical
location.But, it’s important to ensure that this traffic is converted into customers.
Otherwise, the increase in traffic may not lead to an increase in revenue.
In conclusion, while PR is a powerful tool for organizations, it’s not without its challenges. It
requires a strategic approach, consistent effort, and authenticity to be effective.
3. Explain the task environment in public relations, criticizing and evaluating the
impact, relationship of the linkage.
Organisations are affected by things closer to home, termed the ‘task environment’. These
factors are more within their control and usually relate to groups of individuals (publics) who
have quite definable characteristics, such as customers or shareholders.
The following may help to explain how these linkages work:
■ Enabling linkages connect the organisation to those who have the power and resources
to allow it to exist, such as stockholders, congress, state legislators, government regulators,
boards of directors and community leaders. This group has a great impact on the
organization and often has absolute power to directly influence the
organization's normal operations.
■ Functional linkages either provide some kind of input (employees,unions, suppliers) to
the organisation or consume its outputs (consumers, industrial purchasers, users of
services,employers of graduates). As input, this group provides resources to ensure the
organization's operations run smoothly, without these inputs the organization cannot begin
its operating cycle.This group is also where the output of the organization ends up, it
consumes the results of the organization's activities and returns benefits (e.g. profits) that
help the organization continue to operate.
■ Normative linkages are to peer organisations, such as associations, political
groups,professional societies. This group provides a common community for the
organization's activities, providing opportunities for cooperation and necessary assistance.
■ Diffused linkages are to those who have no formal relationship with the organisation,
but may take an interest in it, such as environmentalists, community residents, students,
voters,minorities, women, media and other publics. Usually, this group will not influence the
activities of the organization, but this group can create high-impact events such as protests,
lobbying,boycotts and calling for a large number of responses that can may affect the
normal functioning of the organization.
Freeman (1984) first articulated this in a systematic way, arguing that organisations
were defined by the relationship they had with their stakeholders. Stakeholders are not just
those groups that management believe to have a legitimate interest in the organisation, but
those groups who decide for themselves that they will take a stake in the organisation. The
actions of activist groups have made this a living reality for many organisations. For
example, in Britain, Huntingdon Life Sciences is a firm that breeds animals for experiments.
The premises have been lobbied by activist groups for many years, to the point where
special security measures have had to be taken both for the property and for employees,
some of whom have been seriously threatened with violence and have had their own cars
and homes damaged.
4. Organization tends to face 4 stages of economic, define 4 stages and suggest
the activities involved during the stages
PR activity is often dictated by the stage of development that the organisation has reached.
When the organisation is at startup stage, most suppliers, customers and employees will be
well known. Thus PR effort is often face to face and the emphasis is on growth. Hence
marketing communications, which is aimed at supporting the sales of goods and services
will be very important.
When companies reach maturity, it is probable that they will undertake the full range of PR
activity. Offering public shares in the company may be under consideration, which will
require financial PR. The organisation may want to influence government regulation
affecting its sector or processes, in which case it may engage a public affairs consultancy. It
will probably want a strong corporate identity and may have a well-developed corporate
social responsibility (CSR) programme including active community relations.
There are 4 stages: startup, growth, maturity and decline.
- Startup stage: This is the stage where new company/product is launched, or the
company enters new market.
+ Communication techniques: connecting with the target consumer,
strengthening internal.
+ Branding company, internal communication for driving the same objectives.
 - Growth stage: This is the developing stage, consumers start to have brand
awareness of the company.
+ Communication techniques: communicating with shareholders, stakeholders
+ Promote an organization’s brand, and expand market through different segments
+ Clarify employees’ concern
- Maturity stage: When the company starts becoming stable, be able to maintain a
certain number of consumers.
+ Communication techniques: raising even more awareness. Attack more investors
(CSR)
+ Prevent violating laws, transparency related to audit assurance and
financial clarification
+ Research future trends and new target consumers
- Decline stage: This is the recession period of the company or a product, a crisis
may happen during this stage.
+ Communication techniques: holding, keeping talented employees,
strengthening communication along the organization structure
+ Persuade more reputation from consumers’ perspective
5. Based on the traditional communication approach model, criticize those stages
Traditional communication approach model: Research => Planning => Communicate
=>Appraise (feedback). This is a linear model that describes communication as a one-way
process.
- Research stage: This stage is essential since it is where the communicator
researches the subject matter (from basic to in-depth), including the content of the
conversation, the recipient of the message,and related issues.
- Planning stage: After a process of learning and evaluating the subject matter,
information exists in the mind of the sender (this can be a concept, idea, information,
or feeling); and planning a certain way to communicate with the recipient (e.g.
answering 5W1H). This stage helps direct the conversation and makes it easier for
the sender to achieve the communication goal.
- Communicate stage: As its basic meaning is to deliver the message to the recipient
without concern about other factors that may influence the communication
process. The traditional communication approach model does not consider the
 various factors that can influence the communication process, such as the physical,
social, cultural, psychological, and historical context of the sender and receiver.
These factors can shape the meaning, interpretation, and effectiveness of
the message, as well as the noise or interference that can distort or disrupt the
communication. This Oversimplifying the context is not suitable in today's context
where the transmission process can be affected by many factors, especially with the
development of social networks.
- Appraise (feedback) stage: Feedback can be verbal or nonverbal, positive or
negative, immediate or delayed, and can influence the sender’s choice of words,
tone, channel, and medium. This stage does account for the possibility of feedback
from the receiver but excludes the possibility of using feedback to restructure the
plan (no return arrow). Therefore, this model is only a one-way model without
extensive interaction between subjects and between stages
6. Criticize the communication model and suggest what is the noise
The communication model is a simplified representation of how communication works. It
consists of a sender, a message, a channel, and a receiver, feedback and noise.
- The message is the meaning intended by the source. Regardless of what is intended,
the receiver will always interpret the symbols somewhat differently, and sometimes
very differently than intended. To communicate a message, the sender has to
encode, that is they have to select the verbal and nonverbal symbols to send to the
other person. Once encoded, they have to use the channel, the physical means of
transmission, to actually deliver the symbols. For example,when speaking face-to-
face, the channels would be sound waves (created by the voice) and lightwaves
(looking at the person). When texting, the channel would be the electronic delivery
system of a cellphone. Once the symbols are received, the receiver must decode
them; they must attach meaning to those symbols. It is very important to remember
how the receiver decodes will never be exactly the same as what was intended by
the sender; there is always a difference of interpretation, even if slight.
- Feedback is the reaction to the primary message. This feedback can range from
subtle toovert. Subtle feedback consists of very slight facial expression changes or
other such barely noticeable clues. Overt feedback is highly noticeable, such as
comments or questions.
 - Noise is anything that interferes with the effective transmission or reception of a
message. It can be classified into four categories: physical, psychological,
physiological, and semantic. Physical noise is any external or environmental
stimulus that distracts the sender or the receiver, such as loud sounds, bright
lights, or bad weather. Psychological noise is any mental or emotional state
that affects the sender’s or the receiver’s ability to communicate, such as
stress,anxiety, prejudice, or bias. Physiological noise is any bodily condition that
impairs the sender’sor the receiver’s communication, such as illness, fatigue, hunger,
or pain. Semantic noise is any problem with the meaning or interpretation of the
message, such as ambiguity, jargon, or cultural differences.
7. Who might need to use the media for public communication, criticize the
entities.
Government:
- Public Information: Governments use the media to disseminate vital information
such as policies, regulations, and public services. This ensures citizens are well-
informed about decisions that affect them.
- Crisis Communication: During emergencies or crises, the media becomes a crucial
tool for governments to communicate updates, instructions, and assurances to the
public.
- Transparency: Media engagement allows governments to demonstrate
transparency, keeping citizens abreast of decision-making processes and promoting
trust.
Charities:
- Awareness Campaigns: Charities leverage the media to raise awareness about their
causes, whether it's health issues, social injustices, or environmental concerns. This
helps attract public attention and support.
- Fundraising: Through media channels, charities can launch fundraising campaigns,
reaching a broader audience to solicit financial support for their programs and
initiatives.
- Advocacy: Charities utilize the media to advocate for policy changes or social
reforms, aiming to influence public opinion and garner support for their missions.
Businesses:
 - Marketing and Branding: Businesses extensively use the media for marketing
campaigns, creating brand awareness, and promoting products or services to
potential customers.
- Customer Communication: The media serves as a direct communication channel for
businesses to interact with customers, addressing queries, providing updates, and
building a relationship.
- Reputation Management: In times of crisis, businesses utilize the media to manage
their reputation, communicating swiftly and effectively to address concerns and
maintain public trust.
In summary, each entity uses the media as a tool for public communication but with
different objectives. Governments focus on transparency and public information, charities
on raising awareness and support, and businesses on marketing, customer communication,
and reputation management. The media acts as a bridge between these entities and the
public, facilitating information dissemination, engagement, and advocacy.
8. Explaining the roles and important of media relations
In principle, a good PR practitioner should know how to use different channels to
deliver information and communicate with their audiences effectively. These channels can
be public events, newsletters, websites, and more. However, some channels are more
influential than others, especially the ones that involve independent media. Independent
media can reach more people, have more credibility, and give more value to PR messages.
Therefore, to cover issues easily and attractively, it’s essential to contact and keep a good
relationship with media relations (journalism, magazines, etc.)
Media relations are crucial for corporate communications because of several
factors. For example, White and Mazur (1995) point out that consumers have more power,
the media are more diverse and employees are also media consumers. This poses two
challenges: One is that the media can influence the organization's goals if they are not
managed well; the other is that the same message has to reach different audiences, such as
employees, shareholders and customers, who may have overlapping roles. Media channels
of communication affect all. Therefore, the organization has to decide whether to manage
the media or let the media manage them. On the other hand, news coverage usually costs
less than advertising costs, and reputation through third-party endorsement is more reliable
in the eyes of the public. As a result, media relation is putting into particle as a way the take
that advantage in the future for maintaining relationships.
9. Evaluating certain channels that can be apply for media
Traditional Channels:
- Physical mail: This can be effective for targeting specific demographics, but it may be
seen as outdated or intrusive by some.
- Television ads: They have high reach and strong visual impact, but are expensive and
may be ignored by viewers who skip commercials.
- Billboards and signs: These provide local visibility and can be effective for businesses
with physical locations, but they cannot target specific demographics.
- Telemarketing: While it can be personalized, it is often viewed as intrusive and
annoying.- Print ads: They can target specific demographics, especially in trade or
special interest publications, but their reach is declining with the rise of digital media.
- Events: These provide deep engagement and strong relationships, but are expensive
and time-consuming.
Digital Channels:
- Social Media: It allows for high levels of engagement and targeting, but requires
constant updating and monitoring.
- Email: It’s cost-effective and can be highly personalized, but may be ignored
if the content is not relevant or interesting.
- Search Engine Optimization (SEO): It leads to high-quality traffic, but requires
technical expertise and is subject to changing algorithms.
- Pay-Per-Click (PPC) Advertising: It generates traffic quickly, but can be expensive.
- Affiliate Marketing: It’s performance-based, so you only pay for results, but it requires
management and control to avoid potential brand damage
10. Communicating and providing a positive image are the keys of Public Relations,
press release is part of communication technique with lots of advantages.
Choose a topic and write a press release about that topic

Tech Innovations Corporation

24 Nguyen Dinh Chieu, Ho Chi Minh
City
 028-334-5019 For Immediate Release: 01/12/2024
[email protected]

Tech Innovations Receives Accolades for Cutting-Edge Virtual Reality Platform - Earns

Innovation in InnovateTech Excellence Award

[HCM, January 12, 2024] — Tech Innovations, a pioneering force in the technology sector,

proudly announces its recent recognition with the InnovateTech Excellence Award,

honoring its revolutionary Virtual Reality Platform. This prestigious award underscores Tech

Innovations' commitment to pushing the boundaries of innovation and delivering immersive

and transformative experiences through its state-of-the-art virtual reality technology.

Elevating Realities: Tech Innovations' Virtual Reality Platform Revolutionizes

Experiences

Tech Innovations celebrates the Innovation in Technology Excellence Award, recognizing

the groundbreaking achievements of its Virtual Reality Platform. The award highlights Tech

Innovations' exceptional performance, leadership, and transformative impact in introducing

an unparalleled virtual reality product to the technology industry.

( The InnovateTech Excellence Award: Recognizing Pinnacle Achievements in

Technology ) WRITE IF 700 WORDS

The InnovateTech Excellence Award, presented by the distinguished “Tech Recognition

Society", is a globally recognized accolade that signifies excellence, innovation, and

leadership in the technology sector. Tech Innovations, with its groundbreaking Virtual

Reality Platform, has not only met but exceeded the stringent criteria set by the "Tech

Recognition Society" solidifying its place as an industry leader and innovator.

Key Features of Tech Innovations' Virtual Reality Platform:

- Immersive Environments: The Virtual Reality Platform offers users unparalleled immersion,

transporting them to realistic and captivating virtual environments for gaming, education,

training, and entertainment.

- Advanced Haptic Feedback: Tech Innovations' commitment to sensory realism includes

cutting-edge haptic feedback technology, allowing users to feel and interact with virtual

elements for a truly immersive experience.

- Cross-Platform Compatibility: The platform is designed for accessibility, with cross-

platform compatibility ensuring users can enjoy the virtual reality experience across a range

of devices and environments.

- Content Creation Ecosystem: Tech Innovations empowers creators with a robust content

creation ecosystem, fostering the development of diverse and engaging virtual reality

experiences.

( WRITE IF WITH 700 WORDS)

The Innovation in Technology Excellence Award: A Symbol of Distinction

The Innovation in Technology Excellence Award recognizes Tech Innovations' outstanding

performance, leadership, and transformative impact in introducing an unparalleled virtual

reality product to the technology industry. This prestigious award serves as a symbol of

distinction and acknowledges Tech Innovations' dedication to advancing the field of

technology.

Innovation and Technological Advancement:

The InnovateTech Excellence Award acknowledges Tech Innovations' continuous

commitment to pushing the boundaries of innovation, especially in the realm of virtual

reality technology.
User Experience and Impact:

The award recognizes Tech Innovations' Virtual Reality Platform for its positive impact on

user experiences, setting a new standard for immersive and engaging virtual environments.

Industry Leadership:

Tech Innovations stands out as an industry leader, contributing significantly to the evolution

of virtual reality technology and shaping the future of digital experiences.

Judging Panel and Evaluation Process:

The "Tech Recognition Society" assembled a distinguished panel of experts who rigorously

evaluated nominees based on criteria such as technological innovation, market impact, user

experience, and industry leadership. )

Quote from Tech Innovations' CEO, [CEO Name]:

"The Innovation in Technology Excellence Award is a testament to our team's dedication to

shaping the future of virtual reality. Our Virtual Reality Platform aims to redefine how we

experience and interact with digital content. We are honored to receive this prestigious

recognition and excited about the transformative impact our technology brings to the

industry."

About the Innovation in Technology Excellence Award:

The Innovation in Technology Excellence Award is a highly esteemed recognition program

that identifies and celebrates businesses demonstrating exceptional performance,

innovation, and leadership within the technology industry.

Media Contact:

Nguyen Anh

Public Relations Manager

[email protected]

(555) 789-0123

About Tech Innovations: Tech Innovations is a leading technology company specializing in

cutting-edge Virtual Reality Platforms. With a commitment to excellence and innovation,

Tech Innovations continues to redefine the possibilities of virtual reality technology.

11. Consumer relations is important and by understanding the path to purchase of

customers, explain.
Path to purchase of customers
Campaign activity: this first step refers to using to promote, introduce and raise an
awareness for certain products, services or events. It may be known as an initial brand
recognition. Some techniques can be used such as press releases, news releases, launching
events to grab the attention of potential audiences.
Key messages successfully communicated to the target audience: Clear key messages
are a significant point to connect to the target audience which has appeared in some
channels of communication . It is expected to directly deliver to interested groups and also
enhance the awareness of less interested groups. Moreover, these messages can be
improved and frequently repeated in order to successfully link with consumers.
Improves awareness and knowledge for target audience and contact with third parties:
Improving awareness and knowledge of conservative mindset of consumers to change their
behaviors and some preconception that they had before. Somehow, the results can
encourage the consumers to do more research about certain goods and services. Public
relations practitioners will take action on publishing the press release or reviewing the
release. In addition, they also collaborate with some influencers and users’ feedback to
improve the trust from consumers.
In this circumstance, consumers may be interested and contact third parties for further
information.
Change in attitude: Attitude basically divided into 2 aspects: positive behavior or negative
behavior. Some conservative ones may open their minds and interact with PR activities.
Some of these include product events, exhibitions, and sponsors. The more raising
consumers recognition, the more opportunities to spot out the Point of Parity and the Point
of Differences
Change in behavior - buys product or service:
Last stage is the final decision of consumers. Depending on their experience, consumers will
conclude their own judgment about certain objectives to make a decision of buying
products or services. Some tools also applied such as Loyalty membership, invitation of
upcoming events, letters for consumers… These strategies enhance the relationship of
consumers. It also expands to potential consumers by branding through Word of Mouth.
12. Criticizing the reason why “consumer is the blood of business” and evaluating
the important of consumer relations
Consumer relations, also known as customer relations, refers to the ongoing efforts made
by a business to build and maintain a positive relationship with its customers. It involves
understanding, meeting, and exceeding the needs and expectations of customers. Here’s
the reason why consumer relation is important:
- Consumers are the blood of an organization: Consumers are essential for the survival
and success of any business. Without consumers, there would be no demand for products
or services,no revenue, and no profit. Consumers are the ones who provide feedback,
loyalty, and referrals to businesses. They are the ones who drive innovation, competition,
and growth in the market.Therefore, businesses should always strive to satisfy their
consumers’ needs and wants and to create value for them. Consumers are the lifeblood of
any business, and businesses should treat them accordingly.
- Favorable Sales: Good customer relationships increase revenue by driving repeat
purchases and making the brand attractive to new customers1. When customers have a
positive relationship with a business, they will come back for more, spending more money
over time.
- Grab People’s Attention and Move to Action: Positive customer relations can help
distinguish a business from its competitors. When customers have a positive relationship
with a company, they are likelier to choose that business over competitors, even if the
products or services are similar.- Reputation: Positive customer relations are critical for
businesses because it helps you create a positive image for your brand, leading to more
repeat customers and referrals. A strong relationship with customers also helps create a
unique brand identity that can be difficult for competitors to replicate.
- Expanding: A strong relationship with customers also helps reduce the cost of acquiring
new customers, leading to higher profit margins. With the majority of a company’s business
coming from existing customers, offering positive customer relations can significantly
increase customer lifetime value.In summary, consumer relations is a vital aspect of any
business strategy, influencing sales,reputation, and expansion efforts. It’s about more than
just transactions; it’s about building long-term, meaningful relationships with customers
13. What is internal communication and important of internal communication
Internal communication internally and is used to inform, engage, and motivate employees.
The use of internal communication varies, including sharing information in business,
strengthening the relationship between employees and the organization, and employee
branding. In fact, it’s a must to share the company’s achievements, policies, and plans with
the employees in the progress of the business and listen to employees' feelings, fears,
hopes; and thanks to internal communication take care of those aspects.
The importance of internal communication can be seen from several perspectives:
Employee Engagement: Effective internal communication has been shown to improve
employee engagement through increased job satisfaction, safety, and decreased
absenteeism,grievances, and staff turnover. It impacts and engages its employees,
physically, mentally,emotionally, and intellectually for individual as well as organizational
success.Organizational Success: Internal communication is speedily gaining importance in
organizations, as employers are realizing its positive effects and its impact on the long-term
productivity and progress of organizations.
Employee Branding: Internal PR fits into the bigger picture of employee branding, which
shapes employees’ behavior so that they project the brand identity of their organization’s
products through their everyday work behavior. Also, what employees say publicly about
the company often forms the basis for how the external public views the organization.
Change Management: Internal communication plays a critical role in promoting employee
psychological wellness given the uncertainties, information overload, and unprecedented
changes during events like a pandemic.
In conclusion, internal communication is becoming an integral and dominant part of the
corporate world and is playing a significant role, directly and indirectly, in contributing to the
financial performance of a company’s bottom line
 14. Explain top down and bottom up communication and give example about the
source of information those models tend to exchange
Top-Down Communication is a style of organizational communication in which
information flows from senior leadership down through the business. When important
business decisions are made at the highest level, organizations need an efficient way to
communicate the decision throughout the entire company. The source of information is
usually the senior leadership or management. They disseminate information such as
company policies, strategic goals, and directives to lower-level employees.
For example, a CEO announcing a new company-wide policy.
Bottom-Up Communication is a communication approach that involves giving a voice to
employees to share their ideas, perspectives, and opinions so that the company can inform
its decision-making. It is based on involving employees in key strategic decisions including
providing feedback, innovative ideas, and insights about on-ground realities to the higher
management.The source of information is the employees at the lower levels of the
organization.
For instance, a staff developer approaches his director about an idea to increase app
usage.
15. Evaluating the techniques for internal communication
House Journal or Magazine: This is a great way to share company news, achievements, and
employee stories. It fosters a sense of community and keeps employees informed about
what’s happening in the organization.
Intranet: An intranet is a private network accessible only to an organization’s staff. It’s a
powerful tool for sharing information, collaborating on projects, and streamlining
processes;especially communicating messages from top management.
E-zines/E-newsletters: These are cost-effective and timely ways to share updates and
important information as well as communicate the business mission/vision/values. They
can be easily personalized and tracked to understand engagement.
Management Conferences: These gatherings are an excellent opportunity for leadership to
raise awareness about strategic direction, celebrate successes, and address challenges.
They also provide a platform for employees to engage with management.
Briefing Groups: Regular briefings ensure that all team members are on the same page,
and maintain the internal credibility of the top team. They can be used to share updates,
gather feedback, and address any issues or concerns.
Noticeboards: While somewhat old-fashioned, noticeboards can be effective for sharing
information in a common area and raising employee motivation thanks to the physical
connection. They’re especially useful in environments where employees may not have
regular access to digital communication tools.
Employee Annual Report: This provides a comprehensive overview of the year’s
activities,achievements, and challenges. It’s a way to receive feedback after a period.
Management Journal/Magazine: Similar to a house journal, a management journal can
sharemore specific information related to management, leadership, and strategy. It can be a
communication channel for managers and leaders.

16. Explain the cost of crisis

With any crisis there are, as we have seen, clear financial costs involved in withdrawing a
product, cleaning up after an industrial accident, oil spill, etc. However, compared to the
damage that can be done to a reputation, these costs are minimal. Let’s take a look at the
real costs of a crisis.
Management distraction: A crisis can take a lot of time and attention from the leaders of
an organization. They have to deal with the crisis and may not be able to focus on their
normal work. This can last for days or weeks, depending on the situation.
Labor/employee concern: Many companies do not communicate well with their
employees during a crisis. Employees are vital for any organization, especially in a crisis.
They need to know what is happening and how it affects their welfare, jobs and financial
security. Good communication can keep them engaged and productive.
Political backlash: In times of crisis, regulators and authorities at different levels of
governance(national, European or global) may face public dissatisfaction and scrutiny. This
can result in increased or adverse regulatory or political interventions that affect an
organization's operations or reputation.
Legal actions: In today's world, many people resort to legal action when they face a crisis.
Thiscan expose organizations to significant financial risks from compensation or injury
claims.Therefore, organizations need to be prepared for the worst-case scenario in terms of
litigation,especially when it comes to product liability.
Customer reactions: Customer satisfaction is crucial for maintaining loyalty and
competitiveness. Effective communication is the key to resolving customer issues and
preventing negative feedback. If an organization neglects this aspect, it risks losing its
reputation and market share, often permanently.
Market confidence and reputation: This factor has the highest impact. Restoring trust
among stakeholders, such as shareholders, consumers and regulators, requires not only
resources, but also time. Effective communication is essential to strengthen both public and
market confidence.
17. When speaking to the media, define some key points as a spokesperson.

The way a company communicates to the media is critical. Selecting a spokesperson or

spokespeople is one of the most important decisions in the effective management of any
crisis. Whoever acts as spokesperson should follow the proposed 5Cs model to be effective.
This is based on consultancy experience of senior crisis managers. Certainly, when speaking
to the media as a spokesperson, it’s important to follow the 5Cs:Concern, Clarity, Control,
Confidence, and Competence

Concern: Show empathy and understanding for the situation or topic at hand. This helps to
build trust and rapport with your audience.

Clarity: Be clear and concise in your messaging. Avoid jargon and ensure your points are
easy to understand.

Control: Stay focused and don’t allow the conversation to veer off-topic. Always bring the
discussion back to your key points.

Confidence: Speak with authority and assurance. This helps to establish your credibility and
persuades others to trust your message.
Competence: Demonstrate your knowledge and expertise on the topic. This reinforces your
credibility and the reliability of your message.