PR Crisis management

THE ROLE OF EMOTIONS IN CRISIS RESPONSES

Table of content

• Introduction• The underlying role of emotions• Crisis communication in Vietnam• The importance of emotions in Vietnam’s

crisis communication• Crisis management – things to avoid• Conclusion

INTRODUCTIONPR CRISIS MANAGEMENT

N# of disasters The increasing importance of PR crisis management

(Ricardo 2009)

PR Practitioners need to be emotionally prepared

THE UNDERLYING ROLE OF EMOTIONS

Crisis communication

Crisis communication‘ongoing dialogue between the organization and its publics’

(Fearn-Banks 2002)

Seven lessons1. Emotional readiness; 2. Creative thinking; 3. Spiritual strength; 4. Political and social

skills; 5. Technical skills; 6. Integration of areas of

knowledge and emotions;

7. And innovation

Emotional readinessBetter handling on emotions and dealing with defense mechanisms that expectedly appear when crises occur (Mitroff 2005)

IAN I. MITROFF

Understanding public’s emotions

Anxiety Anger Sadness

Response strategy

Anxiety public• Re-assurance• Show cooperation

Angry public• Scapegoat strategy

Sad public• Show sincerity• Apology & compensate

VIETNAMESE CONTEXTCrisis communication

No academic article with Vietnamese context

Little academic guidance and training

Overseas case study

Self-taught

Competition Law: loose & full of loopholes

THE IMPORTANCE OF EMOTIONS IN VIETNAM

Crisis communication

Aristotle(384 – 322 BCE)

Pathos Logos Ethos

Cần Thơ BridgeSeptember 26, 2007

THINGS TO AVOIDCrisis management

Pepsi & Coca-cola crisis in India 2006Both products were boycotted by Indian citizen

Vedan crisis in Vietnam in 2010Boycotted by Vietnamese consumers

Thủy Tiên scandal: the VNĐ 4 billion wristwatchNegative public’s feedback

CONCLUSIONCrisis management consultant – a long journey

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