LM Podcast: Peran PR

Summary

This podcast episode delves into crisis management and public relations (PR) strategies, featuring experts Pak Sumiarto and Pak Catur. They discuss how PR professionals can prevent and manage crises, using real-life examples such as a candy company accused of non-halal ingredients and an instant noodle brand handling a similar issue. Key insights include the importance of stakeholder mapping, crisis manuals, and issue monitoring. The episode also highlights the necessity of communication audits in evaluating PR responses and improving crisis management practices for better company reputation control.

Takeaways

• 😀 PR teams must identify potential issues early to prevent them from escalating into full-blown crises.
• 😀 Crisis management requires a well-prepared PR team, equipped with a crisis manual and designated spokespersons.
• 😀 Stakeholder mapping is crucial for understanding the interests of all parties involved and managing their expectations during a crisis.
• 😀 Monitoring public sentiment is essential to assess how the public perceives a crisis and to guide response efforts.
• 😀 A proactive approach is necessary to ensure that issues do not reoccur, with continuous evaluation and follow-up actions.
• 😀 Crisis management includes gathering and documenting facts, and ensuring clear communication through effective spokespersons.
• 😀 External validation, such as inviting community or religious leaders to tour the company, can shift public perception during a crisis.
• 😀 PR teams must align with the company’s organizational culture and values to ensure smooth collaboration during a crisis.
• 😀 PR teams should be prepared with a crisis manual that outlines procedures, roles, and steps for addressing a crisis situation.
• 😀 A communication audit after the crisis is vital to assess the effectiveness of the PR response and to refine future strategies.
• 😀 Companies must learn from each crisis, adapting their strategies to prevent similar issues from arising in the future.

Q & A

What is the role of PR in crisis management?

PR plays a critical role in crisis management by detecting early signs of potential crises, preventing them from escalating, and managing the company's response to protect its reputation. A PR professional must identify symptoms of a crisis, map out stakeholders, and implement a crisis management strategy.

How did the candy producer handle the crisis regarding the halal certification issue?

The candy producer, accused of using non-halal ingredients, responded by appointing a PR team to handle the issue. Despite having halal certification, the PR team failed to prevent the recurrence of the crisis, highlighting a failure in their crisis management strategy.

What does a PR team need to do in the early stages of a crisis?

In the early stages, the PR team needs to identify the potential crisis symptoms, map out stakeholders, and understand the level of concern surrounding the issue. This helps in crafting an effective response to the crisis.

What is a crisis manual, and why is it important for PR teams?

A crisis manual is a predefined strategy document that outlines the steps PR teams should take during a crisis. It includes forming a crisis management team, gathering facts, identifying spokespeople, and implementing a communication plan to control the situation.

Why did the PR team fail in the candy producer case in 2016?

The PR team failed because the same issue resurfaced in 2016, indicating that the team did not effectively manage or prevent the issue from reappearing. The crisis should have been handled in a way that prevented it from becoming a recurring problem.

How does stakeholder mapping help in managing a crisis?

Stakeholder mapping helps PR teams understand which groups are affected by or have an interest in the crisis. By identifying key stakeholders, PR professionals can tailor their communication and response strategies to address the concerns of those most impacted by the crisis.

What are the key steps in implementing a crisis response strategy?

The key steps include forming a crisis team, gathering and verifying facts, appointing a spokesperson, implementing the response plan, and continuously monitoring the situation to evaluate the effectiveness of the crisis management actions.

What was the successful strategy used by the instant noodle company in handling a crisis?

The instant noodle company used a clever strategy by inviting community leaders and media to witness the production process firsthand. Instead of issuing a statement, they allowed the visitors to see the halal certification and manufacturing process, which helped shift public sentiment without directly addressing the allegations.

Why is monitoring important in crisis management, and what does it involve?

Monitoring is crucial because it helps PR teams track public sentiment and assess whether their crisis management actions are effective. It involves tracking media coverage, social media reactions, and public opinion to adjust the response as needed.

What is a communication audit, and how does it relate to crisis management?

A communication audit evaluates the effectiveness of a company's communication strategies, including crisis response. It ensures that the right messages were communicated, the appropriate spokesperson was chosen, and the response met its objectives. It is an essential tool for improving future crisis management efforts.