Goals of Crises Management
Oil is the life blood of the modern industrialized world. Since oil consumption forms an integral part of the contemporary life style it is a valuable commodity with a very high demand. Though it is a much traded substance, oil is highly toxic in nature and should be handled with caution. Human error can sometimes cause vast quantities of oil to be released into the environment. Known as an oil spill this phenomenon can cause huge damage to the environment. Since oil is usually transported through the ocean or is derived from ocean wells the majority of these oil spills effect the marine and coastal environment.
A crude oil spill can have a devastating impact on the marine wildlife and the coastal environment. These spills are very difficult to clean up and the process may take up to several months or sometimes even years An oil spill disaster is a magnanimous public relations exercise the objective of this project is to establish how effective PR campaigns have been in crisis management employed in environmental disasters caused by oil spills. The primary objective of a crises management endeavour in any organization is to survive a disaster and re-establish normal business operations.
In order to survive, the organization must ensure that it responds well to the disaster and handles recovery processes in an ethical and accountable manner Therefore, the primary goals of any crises management endeavour should be to: Minimize both financial and environmental damage caused by the disaster; Seek to minimize the duration of the disaster and ensuring that it is dealt with as soon as possible. Ensure that disaster recovery tasks are co-coordinated in a smooth fashion Drafting and implementing a well defined plan which reduces the complexity of the disaster recovery effort
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Specify management succession and identify who will lead the organization in times of the crises and be held accountable to both the pres and the public Five essential steps to be deployed in Crises Public Relations The role of public relations is very important in crises management because it influences the public perception of the organization as well as the credibility attached to the way it functions. There are five essential steps that a Company should follow in its public relation tactics when dealing with a crises such as an oil spill.
(Hubbard 2010) The company should promptly respond to the crises and make a public address once the crises is discovered An honest and more forthright approach should be adopted by the company regarding disclosure of how the crises happened in the first instance. The public will be more inclined to forgive an honest mistake but will react with mistrust and hostility once a calculated lie is discovered. The Corporation should make an extra effort to disclose as much information about the disaster as possible.
This presence of credible information will prevent the public and the media from creating their own rumours about the crises. Rumours are liable to cause considerable more damage to the reputation of a company than the truth. It is important for the Corporation to show compassion and care for the victims of the crises. If the Corporation shows a sense of responsibility and accountability about the disaster caused as a result of its activities the public and society in general will adapt a more forgiving stance
Finally it is essential that the Corporation not maintain an isolated status and be open and responsive to public opinion and suggestions. By listening and considering public opinion the Corporation will obtain both favour and perhaps discover new options to deal with the fallouts of the disaster and aid in the cleanup effort. These five steps are the essential building blocks of any public relations endeavour to deal with a crises situation. A crises public relations endeavour which omits any of the above steps is bound to result in failure and the eventual loss of public credibility trust and goodwill of the Corporation.