Public relations guide to the basics_4

Business writing l How many words should it be? l Is any special treatment needed? l How many and what type of illustrations are required? l What is the issue date of the publication? l What are the copy dates/deadlines? Commercial references These should always be kept to a minimum. A feature article should not be accused of being an ‘advertorial’. Fees Normally there are no fees payable for writing feature articles, as they are written in the employer’s time, on the employer’s paper. However, fees may be payable in the case of an independent consultant who is commissioned to write an article by a publication. Agreements The normal agreement is to publish ‘subject to sight of copy’. In other words, the editor has discretion as to whether to publish, depending on the final article. Writing the article This is probably the most difficult part. It is worthwhile setting out on paper first the rough way in which the article is to be written, as a guide. The Frank Jefkins ‘Seven-point Model for Feature Articles’ is recommended as being straightforward and easy to remember. This is given below, with headings that could be used when writing an article about the introduction of a new piece of technical equipment: l the opening paragraph – the beginning, should lead into the body of the article; l the previous or present situation – and any related problems; l the search for a solution – the ‘meat’ of the article; l the solution and results achieved – how it was done; l the closing paragraph – with a summary and, possibly, a ‘look ahead’. Having written the draft, check it with any sources of information, as it may have to be amended. Work back from the deadline or copy date. 73 Public relations – a practical guide Reference books It is worthwhile having a few aids to writing: Roget’s Thesaurus, a Dictionary of quotations, the Oxford English Dictionary and a copy of Fowler’s English Usage are a good basis from which to start. You can add any other suitable, specialist books as appropriate. Conclusion A good feature article, well written and illustrated, is an excellent form of public relations, and can benefit the organization featured, its products and its business generally. It also can benefit you, as the author. 74 Crisis management 15 Crisis Management ‘Crisis public relations’, or ‘crisis management’ as it is often called, is a form of public relations which until comparatively recently was little known about or even thought of. However, in recent years the number and scale of disasters, has highlighted the need for a particular form of public relations that enables an organization to cope with a crisis situation whatever form it may take, and come out of it with some credibility. This chapter takes a brief look at some aspects of crisis and how to plan for them, with a checklist of things to remember if the worst occurs (see Appendices 15 and 16). Lack of crisis management or planning can have a devastating effect on an organization’s image, its credibility, its reputation, and on the morale of its employees; whether it is the government of a country, a multinational corporation or a small company. Because very often the organization is not seen to be in a ‘high risk’ business in the strictest sense, does not mean that there will never be an occasion when it will not experience an emergency of some sort. It is well to be prepared. 75 Public relations – a practical guide What is crisis management? Crisis management is the ability to cope, with any emergency situation that may arise in such a way that the minimum amount of ‘damage’ is caused to the organization – in whatever context that may be. Any organization that has the misfortune to experience an emergency situation, of any sort, must not only be able to cope, but must be seen to be able to do so. Otherwise it will suffer damage, in terms both of its image and its credibility, not only with its own workforce but also with the public. How to cope Often the first reaction to a crisis situation is one of panic, followed by confusion. Certainly, the first stages of any crisis situation are usually ones of apparent chaos. Information is at best vague or more likely non-existent. Rumours, abound, whipped up by the media in search of a good news story. If it is a situation where there has been loss of life (a major explosion, or a fire) there will be additional problems of trying to find out who is missing and informing friends and relatives. An enormous volume and variety of detail has to be dealt with quickly, calmly and efficiently. Just how does one cope? Knowing how to deal with such a situation, and then dealing with it well, is the key. It can be done, and done in such a way as to turn the situation to advantage; at the very least to limit any damage to a minimum. What follows are some of the basic rules that apply whatever form a crisis may take and if you follow them you will be prepared. Obviously details will vary with each situation, but the principles remain the same. These, then, form the infrastructure, or skeleton, for the management of a crisis situation. Assess Look at your organization as objectively as possible. Try and imagine a situation that could arise: a major explosion in a factory, an outbreak 76 Crisis management: establish crisis centre ... - tailieumienphi.vn