Crisis Communications

A good working relationship with the media is severely tested in times of crisis. Crisis Communications play s a very important during and difficult period of time.

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All the rules and guidelines about working effectively with the press are magnified and intensified when something out of the ordinary occurs and thus becomes extremely newsworthy.
Here is a sampling of major crises that have hit various organizations:

These situations, no matter what the circumstances are, constitute major crises be¬cause the reputation of the company, industry, or product is in jeopardy. Economic survival is at stake, and a company can lose millions of dollars overnight if the public perceives that a problem exists.

Johnson & Johnson, owner of the maker of Tylenol, saw the brand’s market share shrink from 37 percent to barely 6 percent in a matter of days after capsules laced with cyanide killed seven people in Chicago. By the time it was established that someone had tampered with the product after it had reached store shelves, the ordeal had cost the company more than $50 million to recall the product and test all its manufacturing processes.

During such times of crisis, the media can be adversaries or allies. It all depends on how you and your organization manage the crisis and understand the media’s point of view. Keep in mind some guidelines.

Notes:

Dow-Corning — совместное предприятие химического концерна Dow Chemical Co. и компании по производству стекла и стеклянной посуды Corning Inc. Sears — компания по прокату автомобилей торговой фирмы «Сире» Роубак энд Ко (Sears, Roebuck and Co)

Jack-In-The-Box — сеть закусочных, торгующих гамбургерами. Рассчитана на обслуживание в автомобиле

Johnson and Johnson — химико-фармацевтическая компания. Выпускает широкий круг фармацевтических препаратов, в частности, Тайленол, патентованное средство от головной боли и простуды. В октябре 1982 г страну потрясли сообщение о случаях отравления со смертельным исходом, вызванного тем, что не найденный злоумышленник подложил в капсулы тайленола цианистый калий. Жертва ми стали восемь человек в г. Чикаго и в штате Калифорния. В результате этой трагедии федеральные власти выработали новые правила проверки выпускаемых лекарств.

Vocabulary

adversary	противник
ally	союзник
barely	едва
be at stake	быть поставленным на карту
brain tumor	опухоль мозга
brand	марка, сорт
claim	утверждать, заявлять
cellular phone	сотовый телефон
charge smb. for smth.	обвинять к.-л. в ч.-л.
come under fire	вызвать град нападок
consumer	потребитель
contaminated	зараженный
crisis	кризис, crises (pi)
crisis communications	экстремальные связи с общественностью
defraud	обманывать
evasive	уклончивый
file a lawsuit	возбудить судебное дело
food poisoning	пищевое отравление
fuel	разжигать
harm	причинять вред
health hazard	опасность для здоровья
hit	поразить
hostility	враждебность
implant	имплантант
jeopardy	опасность
lace	подливать
magnify	увеличивать
market share	доля на рынке
misconstrue	неправильно истолковать
occur	происходить, случаться
ordeal	испытание
outbreak	вспышка
perceive	почувствовать, ощутить
recall	отозвать
safety	безопасность
sampling	выборка
shrink	уменьшаться
tamper	нарочно тайком портить ч.-л.
trace	проследить

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Exercises

1)    Find the English equivalents in the text. Make up sentences of your own with them:

1. ремонтные работы
2. двухлетний ребенок
3. созвать пресс-конференцию
4. полки магазинов
5. что-то необычное
6. группа активистов, выступающая в защиту окружающей среды
7. показать по телевидению
8. частое использование
9. обстоятельства
10. за одну ночь

2)    Find the words in the text which describe or mean the following

1. not willing to answer questions directly —
2. a very bad or frightening experience —
3. the sudden appearance or start of war, fighting, or serious disease —
4. to become smaller in amount, size, or value —
5. to trick a person or organization in order to get money from them —
6. a very bad or dangerous situation that might get worse, especially in politics or economics —
7. something that may be dangerous or cause accidents, problems etc. —
8. someone who helps and supports you in difficult situations —

3)    Translate the following expressions into Russian. Use them in sentences of your own

1. before a crisis hits
2. miss opportunities
3. keep in mind
4. no matter what the circumstances are
5. is featured on TV
6. when something out of the ordinary occurs
7. gets national exposure —

4)    Translate the following sentences into Russian

1. Police revealed that the telephone line had been tampered with.
2. The killings could put the whole peace process in jeopardy.
3. The hostages described their terrifying six-week ordeal.
4. He wanted to ensure success against his political adversaries.
5. Her husband was charged with her murder.
6. Profits have been shrinking over the last year.
7. Thousands of lives are at stake if a war is not avoided.
8. He was convicted of conspiracy to defraud the government.
9. Polluted water sources are a hazard to wild life.
10. The auto industry has many allies in Congress.

5) Match the words which are close in their meaning

barely	cooperative
helpful	elusive
shrink	cheat
evasive	hardly
defraud	diminish

6) Match the words which are opposite in their meaning

ally	play down
magnify	expand
evasive	profusely
barely	forthright
shrink	antagonist

7)    Complete the following sentences

survival; a lawsuit; fuels; hits; crises; charged

1. Get to know the journalists in your area before a crisis_________________
2. «No comment»________________hostility.
3. He files________________
4. Economic________________is at stake.
5. These situations constitute major________________
6. Sears is________________ by consumer agencies

8)    Insert prepositions where necessary

in; on; to; with; at; across

1. to get one’s case _____
2. to keep_____ mind
3. to be familiar_____
4. to tamper_____
5. to be_____ jeopardy
6. to reach_____
7. to be_____stake
8. to depend_____
9. a drop _____
10. to affect_____
11. to manage_____
12. to lead_____

9)    Explain the grammatical structure of the sentence:

1. Johnson & Johnson saw the brand’s market share shrink from 37 percent to bare 6 percent.
2. Make up two sentences of your own with the same structure.

10)    Make up ten questions to the text.

11)    Can you explain the following

1. «No comment» fuels hostility.
2. During such times of crisis, the media can be adversaries or allies.

12)    Agree or disagree?

A good working relationship with the media is severely tested in times of crisis.

13)    Develop in writing the following statement. Use about 120 words.

Communication during a crisis requires cooperating with the media and prompt providing honest, factual information even if it is unflattering.

14) Render the following item in English