Journal review Keith Michael and Timothy Combs Hadin Bramana 115120207121026

Joural Review: Apologiez and Public Relations Crises at Cryhysler. Toshiba and Volvo by Keith Michael Hearit

Attribution Theory as a Guide for Post-Crisis Communication Research by W. Timothy Coombs.

by Hadin Bramana:115120207121026

          In the first journal, the analysis and the focus of the journal is about the problems in the company Cryhsler, Toshiba and Volvo. The company has a negative image, so that the company is making a number of ways to improve their image. Performance Management is doing things like campaigns, or choose not to say, depending on the crisis and strategies to improve the damaged image. There are four steps that can be taken to solve the problem of PR (Cutlip, Center & Broom, 2009), among others:

1) Defining the problem. The first step is done by answering the question "What happened today?"

2) Planning and programming. The information collected in the first step is used to make decisions about the public, strategic objectives, actions and communications, tactics and targets. This step will result in policies that should be done by the company and what kind of program should be launched. Then this step will be to answer the question "Based on what we know about the situation, and what we should do or what we should change, and what should we say?"

3) Take action and communicating. The third step is to implement programs designed to achieve specific goals for each of the public in order to achieve program objectives. The question in this step is "Who should undertake and deliver it, and when, where and how?"

4) Evaluate the program. The program will be continued or discontinued after answering the question "What is the situation we are now or how well the steps we have done?"

By doing these stages, the PR division has an important role that can neutralize both internal and external problems. The stage also continued with the behavior of companies, namely, apologize or ask for forgiveness. By doing so, the company will restore its image that has been a little ugly and fix it. The form must also be analyzed in advance so that the form of a message of apology can be accepted by the public. According to Rousseau (2005) "What we need in crisis communication is a shift towards evidence-based management, the use of scientific evidence to guide managerial decision making".

          In the second journal, the discussion focused on the post-crisis where PR Agent create research reports about what happened with the phenomenon of the company and the actions that must be taken According to Coombs (2006), communication post-crisis often disjointed and atheoritical, weight tends to what to do and what not to do from case studies, rather than a theoretical strategy that is exactly as they should be.

References:

Hearit, K. M. (1994). Apologies and public relations crises at Chrysler, Toshiba, and Volvo. Public Relation Review, 20 (2), 113-125.

Coombs, W. T. (2006). Attribution theory as a guide for post-crisis communication research. Public Relation Review, 33. 135-139.