Workshops

2006/8/19
How to Manage the Media in Crisis

 

Content

Morning session - Learn from Real Life

Case analysis

• Syringe in Peps


• Exxon Valdez oil spill


• KCR Corporation's 20 senior criticized Chairman in a media conference

Main points

• Know the nature of the challenge


• Identifying potential dangers


• Avoiding the pitfalls


• Putting a system in place to handle all eventualities


• Face up to the challenge and make time-critical decisions

First-aid Kit PR role

• Install policies and procedures.


• Put in place a crisis management team


• Keep management informed and in agreement


• Contingency plans are reviewed and updated time by time


• Monitor and analyze publicity

Afternoon session - The Disneyland Debacle

• What was the nature of the challenge?


• How did Disney jeopardize its image?


• Did it fail as a multinational corporation to blend into the setting of a host country?

Practical Application

• Identify the potential risks of negative publicity in your operating environment ? Decide on an approach, bearing in mind the organization's culture


• Suggest a communication policy that will be in line with management philosophy ? Prepare a check list of tools and tasks to manage information flow during a crisis ? Outline steps for the aftermath.

Speaker: Ms Lily L C Yau

• Executive Vice President responsible for strategic planning, business develop iment and communications at Japan Asia Holdings Ltd, a regional direct investment company


• Part-time lecturer on public relations at the City University of Hong Kong, Marketing Department

Yau is one of few individuals who have been on both sides of the fence. She draws from diverse experience to define public relations practice in the broadest sense. Starting out as a business journalist, she moved on to apply her communications background in the related fields of marketing, corporate communications, and business development while honing her management acumen. This manifold career has allowed her to inject the visionary aspects of corporate planning into the practical techniques of communication, elevating PR to its rightful position in management. Moreover, she brings to the field multi-cultural exposure, having served in enterprising startups as well as established multinational corporations in New York, Honolulu, Toronto and Hong Kong.