1. HOW PUBLIC RELATIONS CAN HELP CHINA COPE WITH CRISES Otto Lerbinger Professor Emeritus of Public Relations Boston University

2. Why Crisis Management Is Important in China PR function of maintaining stability and harmony PR function of maintaining stability and harmony Crisis news reports: Crisis news reports: Protests Protests Environmental damage Environmental damage Unethical practices Unethical practices Fears of SARS and avian flu Fears of SARS and avian flu

3. Crisis Definitions “ Big trouble ” “ Big trouble ” Boss leaves golf course to go back to office Boss leaves golf course to go back to office An unwanted, unexpected event that threatens a person ’ s or organization ’ s reputation and other important values, such as profitability, growth, and, sometimes, survival. An unwanted, unexpected event that threatens a person ’ s or organization ’ s reputation and other important values, such as profitability, growth, and, sometimes, survival.

4. Characteristics of a Crisis Suddenness Suddenness Uncertainty Uncertainty Time compression Time compression

5. Types of Crises Natural Natural Technological Technological Confrontation Confrontation Malevolence Malevolence Skewed Values Skewed Values Deception Deception Misconduct Misconduct

6. Four Phases of Crisis Management Mitigation: reduce vulnerabilities Mitigation: reduce vulnerabilities Preparation: anticipate needed actions Preparation: anticipate needed actions Response: implement emergency contingency plans Response: implement emergency contingency plans Recovery: stabilize affected community Recovery: stabilize affected community

7. Mitigation Contingency planning Contingency planning Vulnerability audit Vulnerability audit Stakeholder management Stakeholder management Qualified managers and professional staff Qualified managers and professional staff

8. China ’ s Special Vulnerabilities China ’ s Special Vulnerabilities Rapid and uneven change Rapid and uneven change Insecurities of mixed free market system Insecurities of mixed free market system Excessive secrecy Excessive secrecy Chinese cultural features Chinese cultural features Power distance Power distance Excessive bureaucracy Excessive bureaucracy Guanxi Guanxi Group think Group think Saving face Saving face Fatalism Fatalism

9. Preparation Engage in monitoring of “ early warning signals ” Engage in monitoring of “ early warning signals ” Public education Public education Involve media Involve media Educate employees Educate employees Conduct training and drills Conduct training and drills

10. Response: Crisis Communication Traditional media relations Traditional media relations Activate crisis management team Activate crisis management team Open crisis communication center Open crisis communication center Follow key crisis communication rules Follow key crisis communication rules Prepare statement & coach spokespersons Prepare statement & coach spokespersons

11. Key Crisis Communication Rules Ascertain the facts; don ’ t speculate Ascertain the facts; don ’ t speculate Speak with a single, clear voice Speak with a single, clear voice Disclose information quickly, honestly and accurately Disclose information quickly, honestly and accurately Add the crisis report to your website Add the crisis report to your website Communicate directly with key publics Communicate directly with key publics

12. Recovery Contact relevant government agencies Contact relevant government agencies Work with relief agencies Work with relief agencies Strengthen organizational culture Strengthen organizational culture Rebuild organizational reputation Rebuild organizational reputation

13. How to Elevate Your Professional Status Identify with crisis management: top management seeks to reduce uncertainty Identify with crisis management: top management seeks to reduce uncertainty Move from technical level to professional and executive levels Move from technical level to professional and executive levels Become “ champion ” for stakeholder relations Become “ champion ” for stakeholder relations Become an applied social scientist Become an applied social scientist Enter the international arena Enter the international arena