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Crisis Management Practices in Social Media
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Introduction: Social Media – Boon or Bane?
With the increase in the horizon of Social Media, various organisations and companies have seen how the online communication can improve or shatter their reputation. Crisis Management and PR practices are being tested and various new ways of handling online communications with stakeholders are being tested and created. Though traditional ways of communication and media practices tend to remain useful and more effective than the new ones in social media. Facebook, Youtube and Twitter are the growing social media websites and they provide some growth of the relation between Stakeholder’s communicators and marketers who carefully need to use tactful ways of communication. This is necessary as any kind of difference could create a negative impact on the company’s reputation or Brand image. The best example could be Nestle’s case against Greenpeace.
Nestle, which is one of the world’s largest manufacturer and supplier for food products, is always involved in numerous issues related to environmental issues, ingredients use in the products, economic issues and import and export. Greenpeace has attacked few of them with the hope to improve the company’s practices and turn them into a company, which is eco-friendly. One such accusation is the use of palm oil in Mars, which caused mass deforestation in Indonesia, and with the help of social media(Facebook and Youtube) this controversy was put online for the world to know. Nestle’s irresponsible act of sourcing palm oil from Indonesia led to a downfall in its Brand name. Later on, on demands of the Greenpeace and other activist groups Nestle had to change its sourcing which wouldn’t have been possible without the help and constant questioning on...
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...ly. ‘Actions are better than words’ is a famous saying but it will not hurt anyone in simply talking and admitting to one’s mistakes and taking full responsibility to the wrong-doings and mishaps, this would help in regaining the lost reputation.
The Nestle and Greenpeace catastrophe has showed the world how dangerous it could be in ignoring social media and using inexperienced staff to handle these critical situations. It taught every reputation and crisis management team to adapt the traditional ways of handling social media. It is not necessary to have a good social media presence but have a well-managed and well-planned social media presence, though the rules of engagement might be different. Lastly, it is very important to be tactful and careful in handling these types of issues as they may lead in negative marketing and loss of reputation or goodwill.
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Ruggiero, A. & Vos, M. (2014) Social media monitoring for crisis communication: process, methods and trends in the scientific literature. Online Journal of Communication and Media Technologies, 4(1), 105-127.
The article explains how and why organizations use specific types of action and specific types of artifact in their crisis response strategies. The findings have both theoretical and practical implications. On a theoretical level, the article enlarges the body of literature on crisis communication by taking into account all the visual, auditive, and tactile aspects. On a practical level, Frandsen and Johansen also manage to draw on a real case study of the Wash & Go rumor crisis to illustrate vividly their theoretical points. The authors break down Procter & Gamble’s whole crisis communication plans into specific activities. This helps other organizations seek most appropriate ways to better inform and protect themselves in the face of rumor crisis. In terms of text structure, the article is organized in a logical order. In addition, the authors mention the outline in the article introduction, which makes the article easy to
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
...hical impasse because Nestlé’s strategy has been to divert attention away from the process by which the water they utilize has been retrieved (and all the social, economic, and environmental consequences of that) and direct attention towards the “sustainability” of the product. In order to appeal to the massive environmental market of eco-labeling they claim less plastic is used in the making of the product. I am sure it has some bearing in truth. However, this relates back to Szasz’s idea of the inverted quarantine, whereby we purchase eco-labeled products that purport to help the environment rather than actually helping the environment. This again is a red herring given the aforementioned social and environmental impacts (at both the national and international scale) that arise out of the process by which the water, the fills and sells their image, is retrieved.
To begin with, Nestle points out that the social sciences have been employed by a variety of corporations, including those in the food industry, to develop more ingenious ways for instilling and/or appealing to the desires of consumers. But Nestle’s analysis of the food industry is a kind of lens wherein one can view this practice taking place, rather simply. -----------
Palm-oil case: Nestle faced a lot of criticism because of being destructive to the nature. Nestle was using palm oil for the production of its widely known chocolate “Kit-Kat”. The palm oil to Nestle was provided by an Indonesian company “Sinar Mas” that destroyed millions of trees in Indonesia for palm-oil plantation. Thus, Nestle faced oppositions by masses for being destructive to the nature.
Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.
Nestle however started addressing another market which was Asia and managed to crack multiple environmental abuses. Nestle was caught sourcing a plant in Shanghai for bottled water. Nevertheless, the plants wastewater treatment facilities did not cut an environmental impact assessment. Media found out that apparently Nestle takes advantage of China’s waters that are already contaminated in order to generate more
This paper will discuss and identify the effects of social media, and what will make social media better through research on best practices. Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they want about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms daily, making it necessary for companies to not only be familiar with those platforms, but also know how to reach the consumer through them.
Managing a Crisis Using Public Relations Handling Public Relations for any organization can be very difficult. task in any circumstance - even in simple, non-crisis situations. When a crisis strikes, that's when PR managers really have their work. cut out for them to see. A PR manager must always be prepared for the inevitable crisis to happen because that is when their jobs are really tested by the public and the organization.
In the evaluation of strategic management of public relations, both concepts of risk communication and situational theory can be integrated into the above-mentioned model. Risk communication is an ongoing process that builds the foundation for crisis communication. Particularly, the risk analysis process consists of hazard identification, risk assessment, significance of risks and communicating risk information.
Social networking has increasingly had a huge impact on society. Technology has opened the door to a vast amount of information and to the ability to relay that information to practically anybody at anytime and anywhere. People are constantly checking their email, updating their status on Facebook, sending tweets on Twitter, instant messaging, and texting. The debate of whether the use of social networking is a negative or positive aspect is a continuous one. In the case of Steven Pinker, his essay “Mind over Mass Media” argues that media technologies have a positive effect on mental development. In contrast, Sherry Turkle’s essay “Connectivity and Its Discontents” asserts that technology has a negative effect on interpersonal relationships. Although Pinker makes many excellent points on how technology is improving intelligence and Turkle provides exceptional ideas of how technology is damaging to relationships, neither Pinker nor Turkle provides the best answer to this question due to their lack of credibility and inclusion of logical fallacies. Instead, we should, while aware of the risks and dangers of social networking, use the Internet to its full potential.
In our day to day lives we socialize and interact with many different types of people, including family, friends, colleagues, or even complete strangers. Before technology people stayed in contact via regular mail, writing letters, telephone calls and face to face communication. Today the way in which we relate to others is completely different. We use social media for finding romance, seeking employment, or getting advice. This is where social networking and social media come into play. Many people may think that the use of social media is making them more social and more interactive with society. But others question if that is really the case. Is social media making us more or less social? Is it changing the way we interact with people on a daily basis? Is it having a more positive or negative impact on society?
When you think about social media what do you think of. Facebook, Twitter, Pinterest or Vine. Well social media is more than that. Social media is not just Facebook, Instagram or Twitter. Social media is any online website that lets you interact with other people, share photo and information and keeps you updated. Or do you think about how it’s made a positive or negative impact on today’s society. In my personal opinion I think social media has made both positive and negatives impacts on today’s society .Some of the negative impacts are cyberbullying and addiction, and the positive impacts are spreading the word and increasing business sales.