Current crisis
Contemporary modes of communication often exaggerate utility of public relation. But, owing to domination of media globally, techniques of public relation has ironed out several issues in business and politics. However, negotiating crisis in modern parlance witnesses dual ramifications. Firstly, when PR is a convincing tool that influences or manipulates its target audience; and next, when implementation of beguile methods of lobbying creates PR crisis. Thus, the current crisis is a mosaic mesh of crisis management in PR and by PR.
Few examples can elucidate how PR got entrapped in crisis. Last year, Hyundai was caught up in massive trouble when it released an ad in a bid to find light-hearted comedy in a man’s missed suicide attempt. Stampler (2013) explained how Hyundai tried associating this arbitrary situation to its new model’s exhaust emissions that constitute water rather than carbon monoxide. This poorly planned strategy proved disastrous to its brand image. Post-publishing a hearty blog by a freelance copywriter whose father managed to kill himself after inhaling his Hyundai car’s exhaust fumes went viral on internet; it triggered immediate public outcry and an apology from Hyundai Motor America did no good to reverse the damage that was already done. Critics looked down upon Hyundai that erratically considered suicide to be a valid advertising norm in the corporate world. What made the matter worse is that Hyundai didn’t respond to queries following a mass outrage, argued Stampler (2013). Similar situation was witnessed way back in 2008, when Pepsi succumbed into similar PR crisis.
It is not the case always, though. Time and again PR strategies have successfully pulled out companies from tumultuous situations. Crisis management is one of the essential features of public relation, and businesses have proved its efficacy during crisis management mode by utilizing PR skills. According to NewsDay (2014), the Confederation of Zimbabwe Industries is facing the deteriorating liquidity crunch by active engagement in PR strategies by company lobbyists. A flexible approach toward wages and salaries would enable the government to address policies with a target to fix the core issues affecting industries.
Scholars and experts have credited the triumphant role of PR not only in business, but goes beyond the corporate world into serious politics and world affairs.
SEMA (2003) argued that in a crisis or emergency scenario, communication with the public takes up almost 80% of the team activities that is trying to nullify the crisis (as cited in Galloway and Kwansah-Aidoo, 2005, p.10). Nicholls and Glenny (2005) explained how public relation has offered persistent communication during the recovery phase of community disasters. They referred to the 2003 massacre in Canberra where several homes were destroyed and many lives were lost owing to a firestorm. It witnessed restoration through its dependency on communication with the public (as cited in Galloway and Kwansah-Aidoo, 2005, p. 41). Such restoration of emotional well-being is crucial to enhance infrastructural progress in crisis situations in governments, communities or businesses.
Such mishaps are common and prevalent even today. The current crisis that is leaving everyone in a state of frenzy is the brutal murder of American and British hostages by the ISIS. Supposedly both America and Britain’s PR is in crisis as it failed to effectively communicate the rationale behind President Barack Obama’s motif for abolishing terror groups in Islamic states. Can public relation potentially tackle a critical situation as this? Is the prevalent communication between the US and the Islamic states be boosted with subtle techniques of PR? Many might not see eye-to-eye with this, but at this hour of crisis let’s ask ourselves- didn’t propaganda and manipulation bring about complete overhaul in communication during the 1991 Gulf war?
Unfortunately, the current crisis is in ill-advised PR practices, which might revamp the nuances of world affairs if put into use effectively.
References
Business Reporter. (2014, October 15). Company closures: Adopt crisis management mode. NewsDay. Retrieved from: https://www.newsday.co.zw/2014/10/15/company-closures-adopt-crisis-management-mode/.
Galloway, C. & Kwansah-Aidoo, K. (Eds). (2005). Public Relations Issues and Crisis Management. Australia: Thompson Social Science Press.
Stampler, L. (2013, April 26). Hyundai Could Have Avoided An Epic PR Crisis For Its Suicide Ad. Business Insider. Retrieved from: http://www.businessinsider.in/Hyundai-Could-Have-Avoided-An-Epic-PR-Crisis-For-Its-Suicide-Ad/articleshow/21151995.cms.
