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Public Relations Officer Should Smart in Strategy to Make the Crisis a Chance

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Submit by prasetyaFISIP on July 25, 2017 | Comment(s) : 0 | View : 723

A training on PR's trategy to face crisis
A training on PR's trategy to face crisis
Crisis is an unpredictable event means something that is not expected to come and potentially threatening an organization's sustainability and objectives. Armed with qualified human resources in crisis handling, Faculty of Social and Political Science of Brawijaya University via community services program led by Maulina Pia Wulandari, PhD held a "One Day Training Communication Crisis Strategies". The event was designed for Public Relations practitioners in the Greater Malang Area including delegates of companies, schools and universities (25/Jul/2017).

Indonesia as a developing country with thousands of hundreds of companies, at which each organization will never be detached from crisis became one of the event's background.

The training invited public relations experts including Maulina Pia Wulandari, PhD (Senior public relations lecturer of Brawijaya University), Stefanus Aditya Bagus Priambodo (Risk, System and Compliance expert), Adina Paramitha (Chief Executive Officer of Ligno Consultant), and Naning Yusuf (Corporate and Development Director of Times Indonesia Network). It was moderated by Anita Yudi from Event Relations Ligno Consultant.

In her presentation session, Maulina Pia Wulandari who is familiarly called as Pia said that crisis is not always pose a threat, but also giving opportunities if public relations practitioners could arrange steps called as "Communication Crisis Planning". "Steps on crisis communication which should be released by a Public Relations Officer should be adjusted with kinds of crisis that attack his/her company," she said. She explained, types of crisis cover 'victim crisis' namely a company as a victim in crisis such as natural disaster victim and 'preventable crisis' namely crisis caused by human errors like employee's errors at work.

On the next occasion, Stefanus Bagus as an expert in areas of risks, system and obedience explained that one of the steps of crisis communication is company should communicate with stakeholders either with employee, community, society or media. "When crisis occurred, companies can choose whether they can survive or just fail to face the crisis. Company stands for society and legitimated by society, and so with crisis. The main problem in crisis is between human and human, and so finish it with communication betweeh both," he said.

With experiences as PR consultant in crisis, Andina as Ligno Consultant CEO added that people trust towards the company is the most important thing which indicate a company's reputation is good or not. "Recently 75 percent of fundamental matters faced by companies worldwide is reputation. And building reputation is not easy moreover if a company is in crisis. Through crisis, a company can obtain stronger reputation or just the opposite, fail and goes bankrupt," Andina explained.

Communication with media is a point which cannot be forgotten by companies, especially if the company wants an image recovery. "Media could be a friend or enemies, but collaborating with media is never lose. Between companies and media can benefit each other, even in crisis situation. Media can be used as a weapon for companies to streamline the line of information," said Naning as the Corporate and Development Director of Times Indonesia Network. [Anata/Humas FISIP/Humas UB/trans. Denok]






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