Scenarii de criza pentru PR
Cei ce se ocupa de PR-ul in cadrul unei companii – mai ales una ceva mai mare – iau in calcul diverse scenarii de criza. Spre exemplu, o fabrica poate lua in calcul faptul ca poate lua foc un depozit sau chiar fabrica din diverse motive. Ideal este sa se astearna pe hartie cat mai multe situatii ce ar putea aparea pentru a avea o lista cat mai completa. Pentru fiecare situatie in parte se elaboreaza proceduri – se va preciza clar care sunt pasii ce trebuie parcursi si ce trebuie sa se faca si sa se comunice, de catre cine si in ce moment. Cu alte cuvinte se stabileste procedura completa de actiune din punct de vedere al relatiilor publice si comunicarii.
Se spun ca pantofarul nu are pantofi, croitorul nu are haine bune si tot asa. Din pacate se intampla si ca agentii de PR sa nu aiba strategii pentru situatii de criza. Ati spunea spune: ce situatii de criza. Vin si va intreb: sigur nu e nicio situatie care poate degenera daca nu este bine gestionata? Sigur nu se poate preveni nimic? Sigur nu se pot gandi scenarii pentru situatii ce pot aparea?
Nu se poate, de pilda, sa nu fie bune materialele promotionale pentru client? Nu se poate ca un comunicat sa fi ajuns cu greseli la presa? Nu se poate sa apara un articol defaimator despre un client? Nu se poate… si lista continua.
Ce doresc sa subliniez este faptul ca o agentie de PR – indiferent de marimea sa – ar fi de dorit sa identifice aceste potentiale situatii; trebuie apoi sa creeze scenarii de reactie in fiecare dintre ele, sa stabileasca persoane care se vor ocupa de fiecare situatie in parte si tot asa. Ceea ce se face pentru altii trebuie sa se faca si pentru agentie. Pe scurt, este de dorit ca o agentie de relatii publice sa aiba si ea pregatite scenarii pentru situatiile de criza ce pot aparea.
Si cum paza buna trece primejdia rea, e clar ca o asemenea activitate – de a gandi ce poate merge rau si a gasi cele mai potrivite solutii – ajunge a fi o investitie de timp cu potentiale reale beneficii.
Mult succes tuturor! si… o perioada fara crize si crizati!
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