Answer to Question 1
Companies may have the following objectives as their goals for public relations efforts:
1 . Promoting goodwill. This is an image-building function of public relations. Industry events or community activities that reflect favorably on a firm are highlighted.
2 . Promoting a product or service. Press releases or events that increase public awareness of a firm's brands can be pursued through public relations.
3 . Preparing internal communications. Disseminating information and correcting misinformation within a firm can reduce the impact of rumors and increase employee morale.
4 . Counteracting negative publicity. The attempt here is not to cover up negative events, but rather to prevent the negative publicity from damaging the image of a firm and its brands.
5 . Lobbying. The public relations function can assist a firm in dealing with government officials and pending legislation.
6 . Giving advice and counsel. The public relations effort can assist management in determining what position to take on public issues, prepare employees for public appearances, and help management anticipate public reactions.
Answer to Question 2
Damage control is the task that only public relations can handle. Even the most careful, ethical, and organized companies will probably have to face negative publicity at some pointa product defect, a recall, a hazard, an accident, a public health issue, an employee scandal, etc. Issues can arise from internal problems that have been neglected or left unsolved, or from external forces that have risen and are completely out of the company's control. This is where damage control comes in.
Public relations departments or directors can do several things to calm nerves and cool tempers. They need to focus on the company's reputation and the preservation of the brand. But first, they need to give honest information, speak directly to the public, apologize, spell out the problem, their plan to solve it, and offer something to the public or the customers to make-up for the mistake. There are things that they
should not do such as hide from the media, refuse to speak to the public, or insist they are right or innocent.
One of the first things they normally do is to contact the media and hold a press conference so they can address the issue, answer questions, and show that they are handling the situation. Press releases often come shortly afterwards, and even new ad messages may be created. Most importantly, PR personnel should be prepared in advance with accurate data and clear information at hand, even before bad news hits.
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