Organizations nowadays are responsible to give quick response to different management issues which affect every aspect of our lives. Apparently, these issues not only affect people as individuals, but also the government we elect and the different groups we are belonging to.Therefore, public relations practitioners should focus on the identification of issues that may affect the organizations, and then help organizations to develop a response to best manage the issue.
In order to give a quick respond,which means that people who feel strongly on an issue, public relations practitioners should firstly recognize the risks that unmanaged issues could present to their relationships and reputation before identifying and understanding issues. Furthermore, stakeholders are stress needed in discussing and debating which are easier for opinion-forming to individuals and groups.Meanwhile, public relations practitioners also need to seek what are audience expectations of the organization's behavior by developing harmonious relationships with their key publics.
Well, understand and identify the difference between an issue and a crisis is another task for public relations practitioners to do the best for organizations.However, an issue arises when there is a gap between what a company does and the key public or audience expectations of the company's behavior. According to the readings, a simply example is environment lobby. Today,lots of products have key messages like" dolphin safe tuna", "not tested on animals", and furthermore, issues can also be generated and public awareness spiked by organizations to start thinking about and responding to a particular situation.
However, a crisis are said to be highly uncertain events in which the causes and effects are unknown. An example like a mine disaster occurred in Beconsfield, Tasmania in 2006; natural disaster Hurricane Karina cased widespread damage on business and loss of life. Therefore, a crises can interrupt normal business operations and can threaten the existence of the organization.
In short, public relations practitioners are indelible in helping organizations to give quick and correct responses to different manage issues like environment lobby and so on. Meanwhile, effective management requires an organization to act in a proactive manner to best mange potentially damaging situations and issues which may have a great influence on people's daily life.
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Many people love to hide problems in order not to make their residents panic. Well, from my point of view, those hiding part are so not necessary. It is very obious in China, eg. the earthquake which generated 2 years ago in my province. There are random people I know who got the information that the coming quake will be in Wenchuan, and that is because they are working for the government. Very complicated relationships cause this sort of thing. What I am trying to say here is that sharing information or mistakes are very important, but if we do not share, then crises is a must. What PR people do as well is to make things clear and transparent. Although PR needs to hide some unnecessary part, they will strill need to avoid these hiding quake information things happening again.
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