The main objectives of this chapter are to help readers to understand and identify risk and uncertainty in media relations. While it is impossible to eliminate all levels of risk, it is important for media relations to reduce the level of risk and uncertainty for their primary stakeholders, namely the client and the media.
Stanton (2007) Listed down four stages for ricks and uncertainty:
- 1. When we deliver a campaign proposal to a client
- 2. When we send out material to the media
- 3. When there is a knowledge gap
- 4. When our frame does not match the media agenda
While the client remains as a stakeholder of utmost importance, it is also necessary to balance the agenda of the clients with that of the other stakeholders. A client may who understands the risk that involves their business does not necessarily understands the risk involved in media relations and the important to educate them to minimize risk.
In the recent “Antenna-gate” incident involving Apple’s iPhone antenna’s signal issues, Apple had to embark on a massive PR campaign to prevent the issue from escalating. It started with an increasing number of complains made by users about its reception problems and various technology websites such as Consumer Reports stating that they could not recommend the iPhone because of its reception issues.
Apple CEO, Steve Jobs had to hold a press conference to address the issue and state that the problems had been exaggerated by the media as hand phones from other companies also experience reception issues when held in a certain way. He also went on to quell any suggestions that Apple had not done enough testing with its phones by showing journalist their high-tech testing centre.
This incident from Apple gave a vivid example of how a company manages its crisis and uncertainty and it is certain that Apple will do its best to prevent such incidents from happening again.
-Frederick Leow Beng Wee-
Klara: The media industry is ever changing.One minute you can be the world’s most acceptable “product”, one minute you could be left with nothing. Therefore, like Richard Staton mentioned, there are risks and uncertainty in media relations.
ReplyDeleteAida: I believe in dealing with effective crisis management, the key is to be transparent with your consumers. If Apple had been dodgy with their explanations, I believe their consumer’s trust in the brand will falter.
ReplyDeleteIt is very important to understand where each risk would be generated and map out the nod of origination, so it is easier to "make up" for the errors. A important point that is mentioned above about educating the clients of the various risks involved in media relations so there are no unforeseen errors as rightly mentioned about apple.
ReplyDeleteManaging crisis and uncertainty is a crucial part of good public relations. Apple definitely displayed good crisis management by assuring consumers about the quality of their products. It also shows how PR campaigns are crucial in helping to maintain a company's image. Had there not been a good pr campaign to address the negative reviews, apple's latest product would have failed.
ReplyDelete