PUBLIC RELATIONS AND PROBLEM SOLVING

       Your Company has been recently accused of compromising quality goods by the regulatory authority and has been asked to withdraw its prime product from the market. As a public relations manager of that company, design a public relations campaign that is aim at and ensuring that your company does not lose it public image and or client on the account of this incident.

INTRODUCTION

In every organization, the main role of a public relations is problem solving between an organization and its publics. The problems come in different forms but mainly center on communication matters. Like the popular saying goes “in a world where there is absence of communication, anarchy and chaos set in”. That is to say what join or connect an organization with its publics is the right information that the public have about the organization. So, the organization ought to make sure it creates an avenue where its publics can have the right information about the organization which is the active functions of the public relations.

From the various terms that try to define the concept of public relations such as; the British Institute of Public relations, the Mexican Statement, the American Public Relations Association etc; we observed that all talked about how to build a relationship and how to retain it. According to the British Institute, it is not something that occurred by mistake or by accident, but a deliberate action from the mind of the organization who executes the actions. Since the problem at hand is critical because the company is standing a chance of losing it publics and jeopardizing its image, the company has to take immediate and precautionary actions before the situation get out of hand.

MY CAMPAIGN PRINCIPLES

According to Hanson (2005) cited in Rabiu (2013), states that there are five campaign principles a company has to take note of when facing crisis:

                                  i.            Be prepared: The most important aspect is to have a crisis plan. For every company, there are certain things that are unlikely to happen but would be enormously damaging if they did. Such events could, if serious enough, put the existence of the company at risk by damaging it most important assets: credibility and reputation.

                               ii.            Be honest: One of the problems with lying is that liars are often caught. Cover-ups almost always end up being exposed and the cover up looks more damaging than the original problem itself. The truth is going to get out. It will be suicidal if a public relations officer to try to deny any problem concerning the company knowing quite sure that such problem is in a existence. So, better get it out of your lips.

                             iii.            Apologies and mean it: The Company should respond with real actions not just words.

                             iv.            Move quickly: Public relations critics say that how a company reacts in the first few hours after a crisis occurs will determine how the crisis is perceived from the point on. Paul Schrivastava cited in Hanson (2005) says all crisis have a window of opportunity to gain control of 45 minutes to 12 hours. Beyond that point, people will have already decided what they think about the crisis, and once they have made up their minds, they are reluctant to change them.

                                v.            Communicate with the press and other constituencies: These include the company’s own employees and management, stockholders, government regulators and customers as well as the press.

MY TECHNIQUES, METHODS AND APPROACHES

          Just like in the course, there are different models use in carrying out a public relations campaign, such as Sam Black, the RACE, Frazer Seitel, Frank Jefkins etc. all emphasized that there are various steps to be taken in order to address any problem confronting an organization. Since the situation is more of problem solving and urgent action needed to be taken, I will like to use the RACE model which I think is more effective. RACE is an acronym of the following steps:

i.                   Research

ii.                 Action

iii.              Communication

iv.              Evaluation

SAMPLE OF MY CASE OF STUDY

For instance, if I am a public relations manager working for Unilever Nigeria Plc. under the toothpaste production marketing department and there was a recent report and been accused by consumers that the quality of the toothpaste has been compromised, causing the consumers peel of their lips either causing sore or change in the color, which is abnormal of the product. The evidence were prove to be true by the regulatory agencies and the company was asked to be withdrawn it prime product which is the close-up toothpaste from the market, I will use the RACE model thus, to address the situation and to retain the image and the public of the company.

              A.   RESEARCH

Before there could be any public relations campaign or plans of actions, there must be a problem or aims. Therefore, in this situation which the goods quality is being compromised, the first thing I will do as the public relations manager is; to go on research on what the real problem is, analyze the problem and find it causes. Is it that there was an error in the production, or there was another co-pirated production which uses the company name and brand.

As I have stated the Unilever Nigeria plc. As my case of study with the above problems, the principle of my research will center on moving quickly and on communication with the press and my constituencies. This can be done within the internal publics such as the management board, the stakeholders, the employees, and the external publics such as the customers, the press etc. This will enable me to have the real situations at hand which will enhance the effectiveness of my actions plans.   

          

           B.   ACTION

At this stage of the campaign, I will draft out my actions plans, starting from what tools to be use such as press release, video news release, press kits, and special events which will serve both the company and the public interest, including the budget and all the necessary items that will warrant effectiveness of the campaign.

The first step I will take is to summon a quick conference meeting between the managements and the stockholders and explain to them the situation at hand. Telling them the causes and the damages it has caused the company and more damages it will if, adequate actions are not put up immediately. Here, I can also table my budget plan to the company for approval. With this information, even the stock holders can say something reasonable about the situation when confronted by any press or public.

After the meeting, I will write a press release to the media houses such as; the radio, television, magazines and the newspaper as the quickest move action before the public developed their perspectives about the situation and the company.

In witting press release one has to take note of some certain areas. According to Leadership Newspaper, below are the reasons that make some press release not to be published or read by the public. They are as follows:

i.                   Spellings matters

ii.                 Don’t bury the lead

iii.              Follow the inverted pyramid style

iv.              Don’t forget about the quote

v.                 Sweet the details

vi.              And include data

                                                         

The press release will be thus:

UNILEVER NIGERIA PLC

A PRESS RELEASE

(For Immediate Release: Thursday, 23th April, 2015)

PRESS RELEASE ON THE CASE OF CLOSE-UP

We, the Unilever Nigeria plc. hereby wishes to address the general public concerning the issue of the company’s product “Close-UP” which its quality was recently reported for been compromised.

Regarding to the situation, it is not in our ethics or our will to serve you our publics with such services that will one way or the other endanger your life. So, we sincerely hereby apologize to you for the inconveniences.

According to our investigation and finding, we observed that that there was an error in the production due to some mechanical fault. The error arises as the normal amount of sodium fluoride (1450 ppm fluoride) added in order to destroy germs was mistakenly added up to 1950 ppm. Appropriate measures have being put in place to handle the situation. But first we are trying to recollect the faulted products and promising you that such situation will not repeat itself.

Once again, we are saying sorry for the damage caused. For those who are seriously affected, the managements are trying to make a way on how to compensate you. For more information contact our customer service on: 080086453837 or visit our website www.closeup.ng.org

Sign,

Management

                                                                                              (Unilever Nigeria plc.)

The next part of my action plan of the campaign will be to organize a press conference between the company and the prominent external publics such as; the press, the wholesalers, the retailers, the distributors, the marketers etc, where the company manager can meet with them and get to know their own state of mind and perception about the company by attending to their questions. They can give the company the necessary information they need to know about their consumer perception about the situation since they are the links, the middlemen or the go between the company and the consumers.

The press conference paper will be thus:

PAPER PRESENTATION ON THE CASE OF CLOSE-UP QUALITY BEEN COMPROMISED:

BY THE GENERAL MANAGER OF UNILEVER NIGERIA PLC

We, the Unilever Nigeria plc. hereby, wishes to address the general public concerning the issue of the company’s product “Close-UP” which its quality was reported recently for been compromised.

As you all know, Close-up is a cinnamon flavored brand of toothpaste which is marketed by Unilever. Launched in 1967, it is the first gel toothpaste in the world.  In 2003, Unilever sold the exclusive licensing rights of CloseUp in United States and Canada to Church & Dwight.  This sale did not affect the brand in other countries, like India where Unilever and its subsidiaries continue marketing Close-Up.  The brand is positioned to target the youth segment with a lifestyle appeal in its advertising campaigns.

The product has a range of brand of gels such as; Close-Up Deep Action Red Hot, Close-Up Diamond Attraction, Close-Up Deep Action Eucalyptus Mint, Close-Up Deep Action Lemon Mint and Close-Up Deep Action Menthol Fresh.

Close up, since its launch, has been synonymous with 'Freshness' that gives you the confidence in social situations. The brand has always been unique and fun, encouraging people to open up by getting over their self doubt. It is aimed at every person who is young at heart.

Regarding to the situation, it is not in our ethics or our will to serve you our publics with such services that will one way or the other endanger your life. So, we are hereby apologizing for the inconveniences.

According to our investigation and finding, we observed that that there was an error in the production due to some mechanical fault. The error arises as the normal amount of sodium fluoride (1450 ppm fluoride) added in order to destroy germs was mistakenly added up to 1950 ppm. Appropriate measures have being put in place to handle the situation. But first we are trying to recollect the faulted products.

Once again, we are saying sorry for the damage caused. For those who are seriously affected, the managements are trying to make a way on how to compensate you. Thanks.

For the fact that seen is believing, the next part of my public relations action plan for the campaign will be to take the press and others prominent public to a tour and show to them all the production process down to the packaging for them to have a convincing perception about the company. Therefore, good and effective story will be written in favor of the company, bringing great remedy to the situation.

A.   COMMUNICATION

At this stage of my campaign, I will have to choose the best medium I will use in order to meet my target publics. Since the users of the Close-Up product are diversified and scattered around the country, so, in trying to meet these people I have to device the necessary means to get to them.

For the target publics at the urban area I will use the above-the-line media. The media are the mass media of communication such as; newspapers, magazines, radio, television and the internet because they service can be access easily. Meeting with the pressmen will be easy as I must have cultivated a lot of relationships with the pressmen as the says goes, “you make friend with the boat man in the dry season, so that when the rain falls you will be the first he will make a cross”.

For the public in the rural areas, I will use below-the-line because bad information flew like the air they must have heard about the incident or experience the same situation. For instance, in a community where the mass media and the internet are not easily accessible, I will use the barbecue. This will be more and best effective when applied to the rural areas because and meeting with the affected persons is easy and it will give me the chance to explain to them the situation and the latest development on the issue.

B.   EVALUATION

The last stage of every model public relations emphasized that there is need for follow up, monitoring the output of the campaign, evaluate to see if there is still needs for modification of the action plans. The evaluation can be done through the feedback gotten from the targeted publics, the success and failure. If it is successful, then the aims and objective of the campaign is been achieved. But if it fails, then there is still need for another proactive measure to be taking.

CONCLUSION

          So, in handling cases like this, one needs to look from the various stages and steps I listed and uses from above, in carrying out an effective campaign to handle the situation confronting the Unilever Nigeria Plc. and other related issues confronting any organization, first, one need to know his objective and principles. Which includes: be prepared, be honest, apologies and mean it, move quickly and communicate with the press and other agencies.

          One needs to choose a model which will serve as a guide in which you will use to break down your campaign strategies. There are many models but to me the RACE is the best and preferable in handling quick and urgent situation like this. As the process in the model starts with researching for the problem and analyzed it to find its causes and the damages it will cause to the company. Moving on to the action plans where the main job of the public relations officer commences. His job which includes; briefing the stockholders and the press, presenting a press release to be published or aired, organizes a press conference and takes both the stockholders and the press to the production unit to see things for their selves. Choosing the best medium to use in order to meet the targeted publics of the campaign and after which, one need to evaluate the processes again to see how effective it was and see if there are necessary follow up plans to be retaken.

REFFERENCES

·        G.J. Chiakaan and C.T. Chile: Modern Public Relations Theory and Practice in Nigeria (page 68)

·        http://mindtools.com/corporeate/_include/referrer_page.php?id=111

·        M.S. Rabiu: The World Of News: A Career Prospect Journalism and Mass Communication.