Pre-reading tasks

CRISIS COMMUNICATIONS

UNIT IV

Speaking

After-reading tasks

Answer the following questions:

1. What audience do modern small and medium-sized companies try to target when producing press statements?

2. Why are PR professionals experimenting with the new distribution channels?

3. What are the three types of press releases that will assist different audiences, according to Jeff Esposito?

4. Does David McCulloch associate the press release’s future with the media consumption trends?

5. What media and devices will the press release of the future use to deliver its content, according to David McCulloch?

6. Do the back links generated by press releases help to increase web traffic and boost sales?

7. What format will the press release of the future have?

Prepare a monologue on the following topic:

“A perspective on the future of press release distribution services”.

At home watch in the Internet a video about crisis communications http://www.youtube.com/watch?v=QbC2clUC0ss and answer the following questions (use the vocabulary below):

(to prolong the crisis or end it sooner; rapid dissemination of information; to acknowledge there is a problem; to articulate steps being taken to solve the problem; to focus on the long term interest of stakeholders; to enhance trust and rapport; each contact should be viewed to transmit the message; to break the story; to speculate on the cause of an incident; to discuss liability and responsibility; to make overly optimistic statements regarding remediation).

1. Can communications initiatives save the product in a crisis situation?

2. Is it appropriate to stay silent and wait the crisis out?

3. Why is it important to give accurate and reliable information, be available, cooperative and active when a crisis has hit your company?

4. The power of the mass news media should be recognised, shouldn’t it?

5. Do the media shape and direct public opinion?

6. What are the main steps for the company during the crisis?

7. Do the media deserve proper access to the crisis information? Why?

8. What shouldn‘t you do during the crisis?

9. How can a site of emergency help in the crisis situation?

After-reading tasks:

Read the text about crisis communications and decide if these statements are true or false?

1. Bad things won't happen if you don't think about them.

2. Planning for disasters is usually a thankless task.

3. Responding quickly, fully, and truthfully is the only way you can keep the faith of the publics you serve.

4. Good news always travels faster than bad news.

5. If a spokesperson looks angry, resentful, and evasive in his speech people can understand that because a crisis is a real disaster for a company.

6. You can't anticipate every possible disaster.

7. You are less likely to be misquoted if your speech is brief and to the point.

8. If you walk or gesture quickly, you look assured or truthful.

9. One of the surest and most deserved ways to build credibility and respect is to display grace under pressure.

10. Never praise some specific action of the person who has criticized you.

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