Virginia Tech Shooting: Two Year Anniversary of a Tragic Crisis

On April 16, 2009, Virginia Tech embraced the two year anniversary of the massacre that rocked the University and the Nation. Cho Seung-hui, a South Korean student, committed an act of violence that killed 32 people at VT and injured many others on April 16, 2007. To remember and honor those that lost their lives during this terrible tragedy, a ceremony was held at the campus.

This crisis, like many others I have described in various posts, was also sudden and unexpected. Yes, there have been events involving shootings at schools and other Universities, but no one could expect or predict the events that occurred April 16, 2007 at VT.

As a student at Georgia Southern University (GSU), my heart went out to all of the families and friends who lost a loved one on that day. I think that many students at GSU had a shock of reality hit them on that day as well. This kind of crisis could happen anywhere, anytime, even at GSU. In high school, we remember the security and strict rules that were to be abided by, but once we entered the college life, we were exposed to new freedoms. It is very hard to control and provide preventative security tactics at Universities given the large number of students, faculty, and workers who make up a college community. Therefore, it wouldn’t be very difficult for some maniac to bring his/her gun to campus, selfishly and brutally kill and injure students,  and  take the coward’s way out by turning the weapon on themselves.

Crises that involve death and injury are those which must be handled “with sensitivity that must be learned, it does not come naturally” (Fearn-Banks, 2007, p.214). On many occasions, the PR professional of schools or organizations become the face of the company/organization during a crisis; therefore they must be trained to deal with these situations. Their best bet? Follow a crisis communications plan (CCP).

If there are procedures put into place ahead of time, it may help an organization or school recover from such a terrible crisis (although it will never be forgotten). It is important to have phone trees organized which lists directors and authoritative individuals who should be contacted, and to have a location to set up hot-lines and a makeshift control room designed to provide the technology needed to communicate information as it develops. If there is no CCP to rely on, the crisis may become overwhelming or even worsen due to the unprepared staff.

Although GSU may have guidelines on how to handle a crisis that involves violence and death, I am still not comforted. I think of those individuals who lost their lives that day at VT and I can’t begin to imagine the pain their friends and family went through. In reality, it could have happened here just as easily. What can be done to prevent a crisis like this from occurring again? I don’t believe there is a fix. I do know that organizations, universities, schools, etc. should all be prepared if God forbid, it happens to them. In my opinion, a CCP is crucial to the survival of the organization, or in this case the University, to make it through and overcome a sudden crisis that starts with violence and ends in death.

 

References

Fearn-Banks, K. (2007). Crisis communications a casebook approach (3rd ed.). New Jersey: Lawrence Erlbaum

              Associates, Inc., Publishers.

Virginia Tech Shooting Marks Its Second Anniversary

              by: Can Tran

Swine Flu Pandemic: A Sudden, World Wide Crisis

Today, April 27, 2009, has been one filled with crises. As new reports of the Swine Flu role in, it has become the top story of many television networks. Earlier in the semester, I analyzed the SARS crisis which occurred in 2003. The development of this new threat, the Swine Flu, reminds me of the characteristics involved with the SARS case.

Ironically, on April 22, 2009 during my Health Communications class, my professor noted that research indicates that our Nation is due for a new flu strand to spread which will kill numerous people.  Because the CDC doesn’t have the information or knowledge to develop a vaccine to prevent this spread, it will cause a major crisis and unfortunate deaths. Perhaps this research my professor spoke of was correct.

From the time I woke up this morning, I have been following the news as more information involving the Swine Flu develops. This crisis is one that is definitely sudden. Although there have been prodromes such as the SARS outbreak in 2003, it is close to impossible for anyone to determine when an infection, such as the Swine Flu, while arise or more importantly how to treat it. As I was watching the Today show, an interviewee from the CDC explained that this strand of the flu has evolved from pigs, birds, and humans and has never been seen before. This supports that this case is indeed a sudden crisis, which  becomes breaking news, and is very much unexpected.

As news devleops, I have noticed the phases of the crisis unfold. First, detection. Originating in Mexico, the Swine Flu was detected several days ago. Quickly following, the prevention/preparation phase emerged. The CDC began research on how to determine the signs and symptoms which could signal to the public that they may have this virus. The news media has been a great outlet to reach the mass audience to inform them of what to look for, and how to react.

The government immediately took action and did not wait to inform the public of the seriousness of this flu virus. Hands down, that was a great move during this crisis. The CDC has been working deligently on how this occured, how to prevent the Swine Flu, how to protect the public, etc. These steps correspond with the containment phase of a crisis which “refers to the effort to limit the duration of the crisis or to keep it from spreading to other areas” (Fearn-Banks, 2007, p.14).

Cases have been also been detected in the United States; therefore Americans should be concerned and aware of this issue. The WHO has taken action according to Fox News. Travel advisories are in the works which will warn Americans  to avoid traveling to Mexico. In result, the economy may suffer due to this virus as well. Fox News reported that cruise lines and air lines are going to be hit hard.

It is important to note that this virus has been detected globally. Reporters have been passing on information from the CDC on how to prevent this virus. Because it is airborn, it is important to wash your hands deligently, cough into your elbow opposed to your hands, etc.

As of 1:28, 40 news cases where detected in the U.S. The next phase is recovery which “involves efforts to return to business as usual” (Fearn-Banks, 2007, p.14). It cannot be determined how quickly this phase will begin, but hopefully this crisis will not evolve into one that is characterized as smoldering, or continuing. Compared to the steps that were taken during the SARS outbreak, I feel that the government was more prepared this time around. It appears that there must be some sort of crisis plan that was put into place to follow precisely. Otherwise, the information and preventative steps that have been brought to the public’s attention would have taken weeks, not days.

References:

Fearn-Banks, K. (2007). Crisis communications a casebook approach (3rd ed.). New Jersey: Lawrence Erlbaum

           Associates, Inc., Publishers.

TODAYshow.com

FOXNews.com 

Domino’s Use of Social Media During Crisis: Good Idea?

I recently reviewed an article featured in Advertising Age titled “In a Crisis, Don’t Get Too Distracted by Twitterati.”  The author mentioned Domino’ s reaction to a crisis which was created by two employees in North Carolina. These workers were caught “doing disgusting things with the chain’s food” when they made the decision to post a video on YouTube for the world to see. Instead of focusing on the traditional methods to reach out to the public, Domino’s tried a different communication outlet: Social Media.

The author points out that although social media can be used as early warning signs, or prodromes, companies shouldn’t get too carried away trying to satisfy everyones needs or concerns. Instead, “be sure to have an active crisis plan in place and stick to it.” To an extent I agree with this statement; however there are a few points I would like to make regarding the use of social media during a crisis as well as monitoring the consumers’ perception of the company.

Because this crisis originated from the employees’ video clip on YouTube, I feel that Domino’s made a strategic decision. This new, innovative tool, social media, is utilized by millions of people around the Nation. Perhaps the release of this video from the nightly news reached a larger public than social media, but that doesn’t mean social media should be over-looked.

Instead of sticking to a crisis plan which was hopefully created before this event occurred, why not incorporate social media into the plan? Have a specific individual assigned to monitor the social media world and note complaints and concerns made by consumers. Social media is a cheap way to reach out to the public and a great way to interact with them. By recognizing consumer’s concerns, or in this case recording an apology to be posted to the world via YouTube, perhaps Domino’s interacted with the public in a more personable way showing they truly care. Of course there will be Twitter updates or a Facebook statuses that may be so harsh or petty that the company couldn’t feasibly spend time resolving, but there will also be legitimate complaints by the consumer that the company should pay close attention to. After all, these complaints could raise a red flag that a crisis is brewing giving the company time to prepare and possibly avoid it all together.

My personal reaction to this article is simple: Social media is becoming more popular and is a media outlet that can reach millions of people in seconds. The way we communicate information has changed drastically over the past few years. Therefore, companies should become familiar with social networking and learn to utilize this tool. Otherwise, they will be left behind in this ever changing world. 

Well done Domino’s.

Fighting Prescription Drug Abuse in Florida

As I was watching the nightly news on Fox, I viewed a report that was part of an on-going series focused on America’s future. This segment was based on the “prescription drug abuse” that is presently occurring in Florida. 

As the story began, an individual was introduced and described as a “self-confessed, pill popping drug addict,” (that should bring an image to mind). The camera followed this man as he participated in a drug deal outside of one of Florida’s “abundant pain clinics.” After trading pills for cash, this addict “goes down,” (he’s arrested).

After Fox shared this vivid experience with the Nation, the focus turned to Florida. Apparently the drug of choice is called Oxycodone, which is a powerful pain reliever. Normally priced at $2 a pill, drug dealers are getting this medication and selling it to addicts for $10 or more. Florida has been labeled as the Nation’s pharmacy for this drug, which has created a crisis for the leaders of the State, as well as this country.

Florida’s Senator explained that because the state doesn’t have a prescription drug database, this epidemic will continue to happen. He is proposing that this database, which is used by many other states, should be created and implemented in order to overcome this crisis.

From a P.R. practitioner’s point of view, this case can definitely be classified as a crisis. Because these prescription drugs are so easily accessible, the Nation’s drug abuse epidemic is becoming worse. Individuals are able to buy these pills easily. If taken in extreme doses, this medication could cause severe complications or even death. The users have not been advised by a doctor; therefore, the user’s medical history hasn’t been evaluated to determine if this allergic reactions will occur, if they are currently taking a medication that could react negatively to the medication, or if this drug could cause permanent damage to the user’s health.

I believe that this crisis can be described as one that is smoldering. Drug addiction has been a major issue in our Nation for so long, it’s hard to imagine a time when it didn’t exist. Had Florida monitored the prodomes which may have provided cautious measures that needed to be taken, this particular crisis may not have occurred. Florida is now named as the Nation’s pharmacy for Oxycodone which is not a very good image to hold. Perhaps Florida should have payed closer attention to other states which have implimented  a prescription drug database and the affect. Because they have not followed the example set by other states, Florida is now faced with a major crisis and a major P.R. issue. This segment on Fox News has delivered the message that Florida has a problem and that the state is to blame for the illegal distribution of Oxycodone.

Florida’s Senator’s proposal to create a prescription database is the first step to overcoming this crisis. This story is a prodrome that other states should pay strict attention to, especially if they don’t have this system in place.

Watch the segment on Fox News

A Discouraging Economy

As a soon to be college graduate, the current economy crisis has been heavy on my mind. I find myself asking the what ifs:

- What if I don’t find a job?

- What if things get worse and I have to wait tables or work some other job until the economy turns around?

- Will I have to live with my parents and for how long?

Although graduating college is typically a time full of uncertainty, the current economy has increased my worries.

As a PR student who hasn’t extensively studied political science, I cannot say that I know all of the specifics or measurements that have been taken so far. However, I do know that this crisis is one that can be characterized as smoldering. This means that this crisis could have been detected at an earlier time, it has been an ongoing situation that has escalated, and it seems to “never goes away.” I feel that there have been many prodromes our government should have detected and taken into consideration. Prodromes are warnings or precursors that something is about to happen. I think it’s safe to say that our economy has been spiraling downwards for some time now. Had the prodomes that led to this crisis been taken into consideration at an earlier time, perhaps my outlook on graduating wouldn’t be so discouraging…I may even be inspired.

I feel that this situation seems to “never go away.” It’s normal for me to flip on the T.V. and hear the Dow dropped however many points, the stimulus plan may not be the best idea, Obama did this, oil is this expensive, etc. Why has this become so routine? This has been going on for years, and it has only gotten worse.

I realize that there are more details involved in the situation our Nation is faced with. I assume that there was some sort of crisis communication plan put into place years ago that would guide our leaders through this type of crisis and help us to come out on top. A crisis communication plan is a type of message action plan that takes into consideration communication vehicles and assigns responsibilities to different individuals. It also lists step by step how to handle a specific kind of crisis. Perhaps it’s time to re-evaluate that plan. Something was missing.

Google’s PR Method, Publics, & Awards

Google & PR

I believe that Google is using the two-way semmetric model of PR. Google values the information their customers and employees give them and openly communicates back with them. This can be exemplified in their blog. Google posts current news and updates which give customers and users the opportunity to comment on the subjects.  The two-way symmetric model basically means that a company uses two-way communication to maintain relationships with their users, customers and employees.  Google strives for customer satisfaction and without listening to their customers or giving them the opportunity to voice their opinions and concerns they would not be a successful as they are today. It seems as if Google is more than willing to negotiate with customer concerns and adapt their practices if necessary to make their tools easily assessable and simple to use.  By using the two-way symmetric model of PR it allows Google and its customers and employees to maintain a mutual respect of each other and to ensure a pleasant experience whenever Google tools and services are used.

 

Google’s public?

       Well…that’s pretty simple:  anyone with access to a computer with the Internet who uses the largest search engine in the world. This also includes all people employed by Google and their customers. With Adsense and Adwords, companies are able to advertise their companies in an easy and affordable manner. These companies are Google’s main source of revenue.

Awards

So…for the past two years in a row, Google has been named the best company to work for in Fortune Magazine (#1 of 100). To get a full idea of how incredible Google is, I’m giving you a link to view ALL of the awards Google has received. Their numerous, so hold your breath… GOOGLE IS AMAZING.

 

 

Picture adapted from Google Images

Want a Job at Google? I Do…

Career Opportunities in PR at Google

Ultimately…if I could work anywhere in the world as a PR Professional, my first pick would be Google. This company is amazing…their employees come first (as well as their users and customers)…meaning they value and respect their employees. Plus…have you seen the GooglePlex?

When searching for PR related jobs offered by Google, I was unable to find a specific department for Public Relations. However, those of you that are PR people know that sometimes companies don’t specify PR as one main position. The position may be under the title of Marketing, Communications, Advertising, Human Resources, etc. Therefore, I’ll give you a brief rundown of PR RELATED jobs offered at Google:

1.       Human Resources (AKA People Operations) – “We’re [Google] redefining Human Resources in the way we work closely with our management teams to attract, hire, develop, and reward talented people” (Human resources descriptionat Google.com).

2.       Advertising Sales:  “We’re [Google] devoted to finding relevant solutions that meet our clients’ changing advertising needs. In that regard, Advertising Sales does more than simply make money for our company. Our team members work hard to identify our clients’ business challenges, collaboratively shape solutions that drive their strategic initiatives, and keep them educated and informed in the ways that current and future Google products can enhance their on line and/or offline presence” (Advertising descriptionat Google.com).

3.       Marketing: “The Google marketing team is responsible for marketing the company’s exceptional product portfolio to end users, partners and customers on a worldwide basis. Our approach is to embrace the strength of our products and pace of innovation to drive marketing programs that are as entrepreneurial, data-driven and respectful of our users as Google itself. We have a variety of roles, including product marketing, creative labs, event management, quantitative marketing and field marketing” (Marketing descriptionat Google.com).

Do I Want to Work at Google?                                  

Heck yes! Ok, more professionally…I would love to be a part of Google working in the PR or Communications field. After doing extensive research about the origin, policies, mission, and philosophies that Google implements, I have become more interested in their company as well as their career opportunities.

                First and foremost, I love their policies and how much they value their employees. I have found that Google honestly believes that if they make their employees happy, they will produce great work and perform to their best ability. My favorite philosophy that Google has is “You can be serious without a suit.” Amen. “They [Google] built a company around the idea that work should be challenging and the challenge should be fun… there is an emphasis on team achievements and pride in individual  accomplishments that contribute to daily life in our Googleplex headquarters” (Google Philosophy).

                I feel that Google is an ethical, honest company that truly strives to satisfy all customers, users, and employees to ensure that they have a pleasant experience whenever they interact with all of the tools Google has to offer. Therefore, this would be a company I would feel comfortable and happy working for…who knows…maybe one day I will be the head of their PR Department. Hey…dream big!

How is Google Helping the Community?

How is Google Involved in the Community? They’re going (have been going) Green…

Google has launched RE<C, a “strategic initiative whose mission is to develop electricity from renewable sources cheaper than electricity produced from coal” (retrieved from google.com). Google has built their own internal research and development team to develop “1 gigawatt of renewable energy capacity that is cheaper than coal” (google.com). According to Google, that’s enough electricity to power a city the size of San Francisco. Google’s effort will begin with solar thermal technology and also research other innovations that may be successful.

Google will also make “strategic grants and investments” in organizations that are working to produce renewable energy. They are already working with three companies who are building breakthrough technologies.  However, Google is also making a smaller footprint with simple solutions. I found it very interesting that Google’s offices are the home to several employees which includes couches, and possibly even the employee’s pets. According to Google, this increases brain power and idea generation (multiple brains in one room) as well as lowers the power bill!

I feel that as a company Google is working hard to improve the overall ecological crisis in our world today. Because their company and headquarters are run with a tremendous amount of power, they strive to discover new ways to produce energy at a lower cost. To me…this is a key way that Google gives back to the community.

Google’s Newsroom

Google News

All of Google’s updates and announcements are located at Google’s newsroom. You can find all of the latest tools Google has to offer and also read comments and testimonials from satisfied customers. These announcements are written more like a blog, not a press release. This could be because the information is located at the blogspot! I was unable to find press releases, but I feel that these blog posts serve the purpose just as well, if not better. I like that the information isn’t written as formal as a press release are required to be. This style makes the news an easy read and it’s also arranged in a way that’s simple to navigate. On the right side of the page, previous posts dating back to 1999 are organized by the year. You are also given the opportunity to subscribe to Google’s blog if you would like to receive the latest updates on something like….Google Reader. Overall I think that Google’s newsroom is very informal and is set up in a simplistic way that is inviting to the reader.  

 

 

                                

Google & The Economy

Is the economy taking a tole on Google?

      According to Pandia.com, search engines such as Google may experience more traffic during this economic crisis with people searching for news and cheap entertainment….unless people “get so pore they have to drop their Internet service provider.”

However, the real search engine customer is not the “web surfer,” it’s the advertisers. Because this time of crisis may send more people to the Internet in search of cheap entertainment and new, advertisers may receive more traffic as well. If their ads are places strategically they may still receive a large audience. According to Pandia.com, “Google has, for instance, invested millions of dollars into research making text ads more targeted and relevant to searchers. This is exactly the kind of investments that pay off during a crisis.”

Garrett Rogers has created a blog called Googling Googleon ZD Net. As of November 13, 2008, Rogers claims that Google is not being effected as much by the economic crisis as other companies, even though their revenue is in the hands of company advertising. Rogers believes that as companies begin to cut their costs, they may opt for Google as a cheaper form of advertising compared to other options. Therefore, the traffic of Google may begin to see even more advertisements from different companies, and Google may actually “thrive in a weakening economy.”