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COMMUNICATION.

. A Book ·of Readings

SIX CHAPTER

Crisis of the Art and Social Science Public Relations:

Management

Amodu Olaolu Lanre

Introduction

I

is commonly said that the only constant thing in life is change; unfortunately,

crisis. Crisis can arise in any place and at any time in of arne can be said

is nurtured by degeneration It s much as the condition is made favourable.

in human relationships; hence, the more the communication gap between the

concerned parties, the more difficult it is to manage. Crisis varies in degrees,

ranging from a minor misunderstanding between two youngsters to a major

It lives. of which may result in a loss parties power struggle among political

can occur within a natural set up such as a society, or in an artificial establishment

such as an organization. In this paper however, our attention will be limited to

conflict as related to business organizations.

the world today have made it of the complexities (2007), According to Seitel

violence. and certain that organizations and people cannot avoid trouble

Wherever there is violence and trouble, wise counsel is required. Serphos

also corroborate this by stating that companies experience conflict from (2009)

it if time to time be it product recall, tax evasion, tainted products, etc. Hence,

is certain that every business will at one time or the other be exposed to some

crisis, it is only logical to be prepared before it occurs. Public relations of level

specializes in preparing organizations for crisis before they occur. This paper

public relations (PR) in crisis management, the of focuses on the involvement

the process and specific steps to take immediately of art and the social science

conflict of a crisis breaks out. A model is also proposed to illustrate the stages

management.

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Readings of Book A ollllllllllication:· ( ·' ""-'

Art The Relations: Puhlic

the of Dictionary defines art as the use Leamer's ford Advanced Ox The

is also an ability or skill that can be It imaginat ion to express ideas and feelings.

the process is developed through training and practice. Another definition says art

deliberately arranging elements in a particular way that appeals of or a product

human activities, of encompasses a diverse range It e senses or emotion. th to

2009). expression (Wikipedia, of creations, and modes

public relations as an art is captured in the definitions given above. of The idea

deals with human beings, and humans are dynamic in nature, it PR Since

to PR becomes logical that the discipline should also be dynamic. The need for

be cannot feelings and ideas of expression the in imaginative be

overemphasized. Considering the fact that no two situations are exactly the

objectives. PR same, new ways must be constantly developed for achieving

Ideas must be creatively presented and emotions must be sensibly expressed.

a commercial airline company experiences a plane crash, the if For instance,

of the company's spokes person must mind the expression or officer PR

the victims of emotions. This individual must sympathize with the families

the injured. Depending on the of the families of without dashing the hope

officers must sympathize or celebrate with their publics. PR circumstance,

This requires sensitivity such that cannot be found in textbooks, thus placing a

demand on their creativity.

In public relations, deliberate effort is made to arrange communication elements

in such a way that is appealing to its public. Media messages are presented in

the audience. This is of creative ways so as to connect with the emotions

public relation. Considering the fact that the audience of another artistic aspect

messages, the success PR listen to or does not necessarily want to read, watch

public of the messages will depend on how appealing they are. The strength of

expression. of relations as an art lies in its mode

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Mass Communication: A Book of' R e11tling.'

The Social Science

Social science can be simply defined as a study of people in society (Oxford

Advanced Leamer's Dictionary, 2003). It involves the investigation into the

social life of human groups and individuals. In social science, a systematic procedure is established for the evaluation of human behaviour. Inquiries are made into social phenomena with the aim of acquiring better understanding of human relationships.

Public relations is a social science because it engages socio scientific procedures in achieving its objectives. In being scientific, public relations makes use of

research. Kerlinger ( 1986) defines scientific research as a systematic ,

controlled, empirical, as well as critical investigation ofhypothetical propositions concerning the presumed relationship among observed phenomena. All the validating processes of a scientific research stated in the definition above apply to public relations except that in this case, the phenomena cannot be controlled. Since human beings are unpredictable, it would be unrelilistic to expect that their societies can be controlled for the sake of a research. This therefore crystallizes the social attribute of public relations research.

Conflict

According to Nkwoche (2005) as cited in Nwanne (2006: 56), crisis can be

defined as "any event , issue occurrence or situation which constitutes a significant breach in the natural order of things and produces a disruptive force that can destroy an organization." Nwanne observes that crisis is not limited to organizations; rather, it could affect individuals, countries, etc. Another defmition

of crisis is proposed by Barton (1993) as cited in Adelabu (2008: 619), and

says that it is "a major, unpredictable event that has potentially negative results. The event and its aftermath may significantly damage an organization and its

employees, products, services, financial condition and reputation." Hook (2009)

explains that a crisis is a true test of what we are either as individuals or as a company.

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Mass Communication: A Book of Readings

5) Scarcity or inadequacy of resources to meet the needs of the various

components. Conflict evolves when the resources that are required to

meet specific needs are scarce, and more importantly, when the few

available are not evenly distributed. When adequate resources are not

made available to the components of a business, or some departments

benefit at the expense of other, crisis is likely to evolve.

6) Various kinds of communication breakdown. Conflict can evolve when

there is hoarding of information, inefficient dissemination of information,

or even the use of inappropriate channels of communication within a

society. When a few individuals or groups benefit from available information

at the expense of the others, there is bound to be conflict.

Folarin (op.cit) further observes that scholars of sociology and management

have proposed several categories of conflict. He considers his own four-fold

categorization to be the simplest. According to him, conflict can be diverge nt,

symmetrical, complementary, and pl!lrallel (Folarin, op.cit, pp.50).

1) Divergent Conflict: a divergent conflict occurs when every member

or group within a business community is practically pursuing individual

goals that are different from the corporate goal of the society, and

which are difficult to reconcile with the extant goals. Consequent on

the failure to agree, the business ends up with not just two factions,

but several.

2) Symmetrical Conflict: this type of conflict arises when co-operation is

hindered by the pursuance of the same goal by two or more separate

entities or groups. Due to the indivisibility of the goal, there ensues a

breakdown in the existing relationship.

3) Complementary Conflict: this type of conflict is a product of a

misinterpretation of the goals or intentions of one party by another.

Though the goals of one group complement those of the other, they

are mistakenly perceived as being contradictory or opposed to one

another.

4) Parallel Conflict: in this type of conflict, each party reserves the right

to make its decision and execute it. For instance, while labour unions

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Readings of Book A Comm11nication: ~ .~. "itt.

it, the manage and action reserve the right to call for a strike

an organization also claims a legitimate power to of management

its property. of undertake all lawful procedures to ensure the security

The extent to which such rights and powers are exercised however

each participant, of depends on several factors, such as the personality

the existing relationships among the of and the historical perspective

the of parties. Parallel conflicts are relatively harmless, as far as each

its rights and powers, and does not go of parties recognizes the limits

beyond them.

Public Relations And Conflict Management

broken-down of crisis management focuses on the rebuilding of The process

public relations. Public relationsof relationships, and this falls within the purview

the great assistance of practice has become well known in recent times because

the world today, it of the complexities of it offers in crises resolution. Because

is certain that organizations and people cannot avoid trouble and violence.

2007). counsel is required (Seitel, wise Wherever there is violence and trouble,

unchecked degeneration in human relationships, and of Conflict is the outcome

according to Folarin (1998), it evolves in stages; first we have an issue, then it

evolves into conflict, and finally into crises.

is an Issue? What

an issue: of olarin (op cit: 45) presents the following descriptions F

the of some or interest to all of It is a topic or subject matter that is 1)

institution. or an organization of publics

realized consequences or an event that has potential or It is a matter 2)

institutions. or an organization of for a public or the publics

is a topic around which public opinion has crystallized into identifiable It 3)

characteristics.

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Readingsof Mass Communication: A Book

academics and professionals that the PR has been generally agreed by both It

According to Hussaini and best way to deal with a crisis is to be proactive.

public relations approach means of the proactive mode (2008), Mohammed

time and to make plans and of to anticipate problems ahead PR of the ability

refers to this same process (2008) them properly. lgben solve arrangements to

, PR of responsibility modem as preventive public relations. He calls it the

time. of explains that it involves taking action ahead

crises will have a bearing of in the midst organization's skill in handling itself An

it is perceived by its various publics for years to come. Since public way the on

analyzing trends, of social science and "art the has been defined as relatio~s

and leaders, organizations' counseling consequences, their predicting

action which serves both the organization of implementing a planned program

it becomes obvious that it has a role 2005), (Daramola, interest" and the public

to play in conflict resolution.

the definition given above, public relations analyses trends by assessing From

encountered some has the organization If an organization. of the past records

an be there are 'unresolved issues, this will if or crises in the past, of level

the organizati.on are not satisfied with its activities. of indication that the publics

the organization, it will be possible to predict theof analyzing the precedent By

action. of the organizational policies and then plan a program of consequence

the practice. of public relations form the basis of These three responsibilities

and reflective, projective the them crisis management, I call of the context In

public relations. of functions active

Function Reflective

approach towards its reflective in be relations has the responsibility to Public

the organization. of crisis. This involves a careful investigation into the past

expected to constantly an organization is. of Ideally, a public relations officer

that organization so as to quickly detect any potential of monitor the progress

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Mass Communication: A Book of Readings

crisis. Anytime such is discovered, a careful research is conducted into the past of the organization so· as to trace the origin of the issue. This will help to nip it.in the bud. However, in the event of a crisis, the PRO is expected to investigate its origin by carrying out a reflective action. By reflecting into the past of the organization, there will be better illumination into the future of the organization. This aspect of public relations focuses on the socio scientific attribute of the disciple, which is research.

Projective Function

This is also the proactive function of public relations. Based on the facts gathered from the reflective stage, a projection is made into the future. Here, the PRO predicts the consequences of current happenings after analyzing the trend of events. If a bleak future is foreseen, necessary precaution is taken. Hence, the action is taken ahead of time. The projective function of public relations falls within the social science aspect of the discipline.

Active Function

This responsibility of public relations represents the current state of action of the organization. After the first two stages have been satisfied, the PRO counsels the management of the organization on the best course of action to undertake. This involves all the strategies that will be put in place in the present so as to avoid the impending crisis. This should include the preparation of a crisis plart. It is advisable for organizations to prepare their crisis plans long

before they need them. Sephos (2008) advises that organizations should see a

crisis plan as an insurance policy for its corporate image. Bernstein (2008)

suggests that a crisis communication plan should provide a system for coordinated, prompt, honest, informative and concerned response to crisis. This plan should not just be a manual with scenario and instructions; rather, it should include an audit of the organization's vulnerability, which must result in recommendations for better performance. The active function of public relation is one of the major artistic aspects of the discipline. This is because the planned

Mass Communication: A Book of Readings

genuine concern of the company. It would be an error for the company to embark on an investigation into the cause of the defect while the product is still in the market claiming more lives. Failure to immediately recall the product may result in complete abandonment by the consumers.

Investigation: this is the second step in crisis response and it includes a thorough research into the cause of the product defect. At this stage, it is safe to set up an inquiry into the situation at hand without being afraid of more damage being done since the product.has been recalled. This stage may last for a while depending on the intensity of the problem. If the investigation prolongs more than necessary, the company's business may be adversely affected. Whatever be the case, the company's PRO can use this period to build goodwill by keeping his publics informed about the developments. The findings should be made public as soon as possible so that the consumers can be put at ease. Credibility can also be created for the company by allowing the CEO to announce the findings of the investigation and to tell the public what the company

will do to correct the defect and to prevent future occurrence.

Rectification: active steps must be taken to correct the defect. While the previous step ends with the determination of the action plan, this step involves the actual execution. The company must make deliberate effort to find a lasting solution to the problem. It may involve the installation of a better security system in the case of a sabotage, or adherence to stricter health procedures. Whatever action is taken should be communicated to the publics of the company so as to create a sense of involvement.

Mitigation: a "clean-up" programme should be institute to take care of the effect of the crisis. This may be in the form of paying compensations to the affected parties or paying hospital bills. The extent of the mitigation required

will depend on the degree of the damage done. It is noteworthy however that

in some cases, mitigation may have started immediately after suspension. For instance, if a commercial airline suffers a plane crash and there are survivors, providing health care cannot be left until later, it has to be immediate.

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Readings of Mass Communication: A Book

of is the resumption model crisis response the final step in the _ Resumption:

reintroduced is earlier suspended business. The new and improved product

PRO steps one to four were effectively executed, and the If into the market.

communication between the company and its publics, of maintained an open line

the product to the of consumers are supposed to be anticipating the return

should grant an interview or hold a press conference to give CEO market. The

the public an update. In this update, the public must be assured that the crisis

the of must also thank all the consumers CEO has been laid to rest finally. The

product for their commitment to the brand and their support during the crisis.

their support, the product is of They must be assured that in appreciation

improved version for their better anc;l returning to the market as a new

the re- of releases should be issued concerning the date Press satisfaction.

launch and the event should be given adequate media coverage.

Conclusion

a certainty no matter its scale. While is In the business environment, crisis

some firms witness it relatively often, some others may not experience any for

not wait to experience crisis must years. Whatever be the case, organizations

detailed crisis plan must have been designed in A it. before they prepare for

the most effective means of relations is one Public case it will ever be needed.

as the empirical attributes ~swell managing crisis. Considering the creative of

public relations, all sides have been covered. The crisis response model will of

also ensure that appropriate actions are taken during crisis and that the

utilized to inake the company better and to effectively- is unfortunate event

all related publics. of improve the satisfaction and confidence

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Readings of Mass Communication: A Book

Public relations, issues and conflict management in (2008). 0. G. Igben, H.

L. (eds). Oso, Nigeria. In Mojaye, E. M., Arhagba, E., Soola, E. and

Reconciliation: Conference and Building Peace Media, Dialogue,

Abraka: ACCE, Delta (pp.602-610). 2008 6-8 August, Proceedings,

State University

Donald Mac Estover, Plymouth: ed). (2nd Public relations (1983). F. Jefkins,

. Ltd & Evans,

New ed). (Jrd behavioural research of Foundations Kerlinger, F. N. (1986).

Winston & York: Rinerhart

Public relations communications and conflict resolution (2006). U. Nwanne, B.

(2006) C. S. (Ed) Okunna, In Delta question. Niger The in Nigeria:

Teaching mass communication: A multi-dimensional approach.

Generation Books. New Enugu:

ed). h 1 (6 Oxford Advanced Learners Dictionary (2003). University Oxford

University Press Oxford Oxford:

York: New ed). (lOth public relations of The practice (2007). P. Seitel, F.

Prentice Hall

is step to counter a crisis: Your company first Effective (2009). R. A. Serphos,

from http:// 2009 20, do? Retrieved February you do What in crisis.

bernstein3 .htmnet/uc licrelations. aboutpub

:// http from 2009 23, February d ve Retrie Art. (2009). Wikipedia

wikipedia.org/wiki/Art en.

. •

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