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School
University of Maryland Global Campus (UMGC) *
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Course
650
Subject
Communications
Date
Feb 20, 2024
Type
docx
Pages
2
Uploaded by MagistrateBadgerPerson354
It has been discovered that an
employee of a trade association has embezzled a significant sum of
money from the association’s foundation. Subsequently, word has been leaked to the public, and now
the media is contacting the association. When contacted by a reporter, the association’s marketing and
public relations director responded “no comment.” Under some pressure to respond, the
CEO of the
association decided to share a few particulars of the incident, but “off the record.” And the foundation
director told another reporter that, in fact, there was
no embezzlement: “It was a malicious lie told by a
disgruntled employee. No one in the association is concerned.”
Identify four problems with the association’s communication strategy in this situation.
1.
Kept it a secret , probably with hopes that it would go away, trying to preserve the reputation of
the association.
a.
If you can proactively offer that information to them, you become a trusted resource in
the future.
https://associationsnow.com/2013/11/pr-professionals-make-the-media-
come-to-you/
2.
not taking an active communication role and acknowledging that your stakeholders deserve
information. Marketing and Communication rep. stated no comment. one aspect of a
communication strategy would involve updating the membership regularly on particular issues
that might affect them.
3.
putting the wrong person out front. Later it will cause the CEO. to explain Being proactive is
going to be essential, so you’re not caught scrambling when something does happen and you are
able to seize that opportunity, not in a self-serving way, but so you can be getting out in front
and show that you do understand [the news situation] and you are sensitive to it,”
4.
Stay Atop Social Media. don’t ignore social media during a crisis. “You could do everything right
with the public, the press, your board, and still be a story on social media because of how you
did or didn’t react,” Miller warned.
2. How should have the association responded?
a. Must have crisis communications plan. Crisis communications plans should be written, include all the
people you need to contact during a crisis, and be accessible in electronic form from afar. Plans should
also anticipate questions that might arise and some responses. When an emergency unfolds, it is
important to respond appropriately and quickly. Having a crisis media plan in place will help you navigate
the crisis—and be prepared for the next one.
b. People should hear what happened from your organization. Associations need to communicate in
three directions: up, down, and out. “You have to communicate up to your authority,” Miller said. “Is
that your board? You need to communicate down to your immediate reports. You need to communicate
to the staff, so they know what is going on and how to handle it, and then you need to communicate out
to the public and your stakeholders.”
c. When communicating proactively, associations should follow some simple parameters. “You say, ‘Here
is what happened, here is how we handled it, and here is what we will be doing in the future,’” Miller
said. “It’s harder [for others] to be critical if you’re upfront, rather than try to hide it.”
d. Experience spokesperson. The spokesperson should have some experience speaking with the media,
be able to stay on message, and not get easily frustrated by questions.
e. You can’t ignore comments, criticisms, or questions on social media.
https://associationsnow.com/2019/05/avoid-these-four-crisis-communications-mistakes/
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