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PR role in crisis

出自香港新聞網 - 樹仁新傳系學生實習習作

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PR role in crisis

The chief executive candidate Henry Tang admitted to have marital indiscretions with the help of a public relations agency. The role of public relations is said to be extremely important in politics, especially when it comes to dealing with scandals and image rebuilding. Ms Esme Lau, the public affairs manager of the Power Assets Holdings Limited, said (Tang’s campaign to his extramarital romances expressed what Tang want to say by the use of crisis communication to the public-unclear sentence, please edit).


                                Rico Yeung


“The PR agency helped Tang to explain the extramarital affairs,” Lau said.


The public relations officer arranged for Tang to meet the print and electronic media outside his (official?) residence soon after the scandal broke out. By the quick crisis management by the public relations agency, Tang can react on the scandals in a short period of time(edit-too many words for a simple message). By doing (preparation works-vague), public relations officers can predict what the media will ask and prep their clients. The scandal did not affect Lau's opinion of Tang.



“Public relations is about the right time to deliver the right message,” said Lau.



In dealing with scandals, public relations officers need to communicate with the person involved and the media(this sentence does provide the reader with any NEW information). For the person involved, public relations officers have to understand how the person involved feels about the matter. Also, a public relations officer needs to be smart and predict how the media would ask questions(also common knowledge-how is this useful for the reader?).



In delivering messages to the public, the public relations officer will also decide the suitable time to deliver the message (repeating yourself). In dealing with crisis, Public relations play a role in controlling the development of the crisis. Therefore, Lau thinks public relations is ever-changing and need to be creative for dealing different crisis.

I think your article could be more focused, and offer more precise examples of Lau dealing with a crisis, or how a PR agency effectively manages the crisis. Not simply what they do, but what are the results, in order to offer the reader insights on something they already know about.


--095118 楊永豪 YEUNG, WING HO RICO 2011年10月18日 (二) 17:49 (UTC)
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