Simulation SummaryThe "Managing a Crisis Using PR" simulation provided a good example of how PR can be used effectively to minimize the negative effects of a crisis. The best way to mitigate a crisis is to have a plan in place before a crisis occurs. This is called proactive planning which is a predetermined process for solving problems quickly and minimizing damage to the company's reputation or its financial stability.
An important element in the proactive plan is the mechanisms employed to monitor the success or failure of the plan. In the simulation, the setting up of polls and surveys to track the primary publics' attitude and opinions was an effective way for Greenergy to assess the PR effort and ensure the crisis management plan was working. When the polls and surveys indicated that 50% of Greenergy employees believed the fired workers accusation that the company had not train them properly.
Greenergy was immediately able to squelch the erroneous allegation by releasing training records to its publics.
An ineffectually way to handling the situation would have been for Greenergy to have no feedback mechanisms. Implementing the plan without feedback mechanisms would have made them unaware of employee opinions. And Greenergy would not have been able to address the fired employee's allegations which would have added validity to their claims. Other mistakes that Greenergy could have made include not talking to the media, fighting with the media, speculating on the cause of the accident, becoming defensive, or not showing concern for the injured. These are all examples of how not to handle a crisis.
A proactive crisis management plan must be in place before a crisis happens. With the exception of small mom and pop businesses, most companies should have a crisis plan to address the potential risks...