The Public Relations Strategist

In Crisis Management, Getting the Message Right Is Critical Considerations for Effectively Handling a Crisis Today

Publication Date: 2007, Summer

Source: SO02 Public Relations Strategist
Product Code: 6K-030706
Organization/Author/Firm: Richard C. Hyde
Specialization(s): Crisis Management / Program Planning / Reputation Management
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Today, response time is shorter and more demanding. We’ve known the force of the Internet in communicating during crises. We are constantly reminded of the impact of blogging, chat rooms and other forms of consumer communication. Deadlines are always now to meet the unrelenting demands of 24-hour news dissemination by cable TV, satellite radio and the Internet.

According to well-researched principles of risk communication, channel selection, message content and the characteristics of the messenger all deserve attention. Although full development of all three key areas is critical for effective crisis communications, we will focus on message content — what you say when facing a threatening situation.

ALSO: Steps in the message-mapping process; requirements for message maps; and requirements for effective message development