week 9 - Chapter 10&8

Reputation is something that people use to think or said characteristically. Public relations job is to position themselves between a business and its society when the company is facing distrust from the society. They are useful to bring back their reputation so that the public will have trust for the company or a brand.

Integrated communication can be described as the work of organizing communications so that the company characteristic is well communicated internally and externally.

Stakeholder is an individual or groups who involve or affected by the achievement of company’s goals, such as: customers, employees and communities. The point of this concept is the management should be open to the needs, rights, and interest of an internal and external organization, not just the shareholders and the business owner.

Good relationship = good reputation
To have a good corporate reputation is to have good relationship of organization and their key stakeholders. This requires creating same value for all the stakeholders, not only the shareholders. Two-way communication is needed to build trust between stakeholders and the organization.

Reputation is created when the promises from the company to the stakeholders is been delivered. Public relation practitioners cannot make a reputation for the company, but they can make sure that the company gets recognition for its achievements.

The role of corporate public relations is connecting the stakeholder and the organization by making sure that the company understands stakeholder needs. Secondly, public relations encourage them to deliver the promise and to teach how to communicate effectively with the stakeholders to all the employees at all level and structure the message that may deliver to the others.
Corporate reputation is a cooperative evaluation of an organization’s capability to provide important outcomes to a group of stakeholders. It is good when the outcomes have been delivered to the stakeholders.
Corporate image is an impression that set up in minds of the public, person and etc.

Ch 10
Organization may face crisis and issues and Public relations role here is to respond to the society and media questions; they also need to deal with the issue that the media write about. And because many people uses the web, companies started to put their information in the website, the history and etc. However, if the media make rumors, public relations has to take action to manage the online information. The management effectiveness depends on how fast and how well the company reacts and tackles the issue.

Issues happen when there is a difference between what the organization does and the society expectations. Crisis appears if the organization does not take action regarding that issue.
Public relations practitioners have to be sensitive to an issue and then find the best way to manage with it as soon as possible to maintain the business position in the society.
Type of crisis:
1. External economic attacks for example boycotts.
2. Mega damage (environmental).
3. Psycho (terrorism).
4. External information attacks like rumors and copyright infringement.
5. Breaks for example poor operations and security.

Crisis life cycle
1. Signal detection
When an organization faced an event, it might turned out into a crisis, but it stills an issue. If the issue is well managed, it can avoid crisis.
2. Preparation
In this stage, the organization needs to control the message and manage the issue. In other words, to get prepared before the crisis occurs.
3. Acute
When the crisis appear, it will harm the company; as it usually reported in the media. So, public relations need to manage mass media by creating a discussion session for the media as a representative.
4. Chronic
In this stage, to make it positive it’s better for the company to do audit of the events, introduce the successful management and learn from their mistakes.
5. Resolution
In this stage media want to make summary of the crisis; how the company doing and etc. So, remember that the public is the priority, answer the most honest question when the media ask, maintain effective communication, be prepared for the information that the public wants to know.