Unit6Providethepublicwithupdatesandfollow-upsUnitOutlineStartingupTakinginCarryingoutLookingbeyondBuildingup1234IdentifytheaspectsofpublicrelationscrisismanagementFollowthestructureofacrisisspeechUseanappropriatelanguagestyleforacrisisspeechExpresssincerityinaspeechLearningobjectivesStartingUp5ComposeacrisisspeechTakinginReadingListeningWorkinpairsanddiscusswhatprinciplesshouldbeobservedinmanagingapublicrelationscrisis.1ReadingTakinginReferenceanswer：1.Taketheresponsibilitywithcourage.2.Proactivelyengagewiththecrisisanddon’thidefromit.3.Providethetruthbeforethemediadoes.4.Showsympathyandemotions.5.Apologizesincerelyandtakeactionsquickly.Readthetwocasesofpublicrelationscrisismanagement.2ReadingTakinginCompletethefollowingformbyfillingintheblanks.3TakinginReadingCase1CrisisMedicinecontaminationCauseAccidental1)______________byanemployeeConsequence?Fivepeoplegothospitalizedand2)_______________panicked.?Thecompany’smarketvaluedroppedbyonebillionU.S.dollars.Companyresponse?Sentflowerstothevictims?Conductedaninvestigation?Recalledthecontaminatedmedication?Used3)_________________________?Deliveredaspeech?InformeditsshareholdersPublicreactionTrustandgrowthofcustomerbasecontaminationthepublictamper-proofpackagingCompletethefollowingformbyfillingintheblanks.3TakinginReadingCase2CrisisOilrig4)__________CauseDefective5)____________ConsequenceTwoworkersgotfatallyinjured,andsomesufferedfromseriousinjuries.Companyresponse?Tookalongtimetorespond?Wanted6)_______________________?Madeattemptsatjustification?DispersedtheinvolvedemployeesPublicreactionOutrage,suspicion,andcontroversyexplosiondevicesmorepublicsupportWorkinpairsanddiscussthefollowingquestion.4TakinginReadingReferenceanswer：InCase1,thecompanydidthreethingsright.First,itadmitteditsmistakeimmediately,pacifyingpeople’ssuspicionandanger.Second,itvisitedthevictimsandbehavedinahumanway.Third,itquicklytookmeasurestoeliminatethepossibilityofrecurrence.Allthreetacticswonpublicsupport.InCase2,theCEOmadethecommonmistakeoftryingtoevaderesponsibility.Similarly,threethingscanbedone.First,quicklyadmitthatthetrainingforemployeeswasinadequate.Second,takecareoftheinjuredandtellthepublicthecompanyissorryforwhathappened.Finally,increasesafetystandardssoastopreventfutureaccidents.SupposeyouwereinchargeofthepetroleumcompanyinCase2.Whatmeasureswouldyoutaketodiffusepublicoutrage?LearnsomelessonsfromCase1andgiveyoursolutions.Workinpairsanddiscusshowtodeliveraneffectivecrisisspeech.Takingin1ListeningReferenceanswer：Deliverthemostimportantmessagedirectlywiththetruth.Donottrytoarguewiththepublic.Describethecrisisclearlysotheotherbusinessesarenotaffected.Followtheruleofthree.Becauseofthelimitsofourshort-termmemory,peoplearenotgoodatcomprehendingthingswithmorethan3piecesofevidenceorsubpoints.Themorepointsthereare,thelesseffectivetheywillbe.Listentotheconversationandcompletethediscussionnotesbyfillingintheblanks.01-Unit6-Takingin-Listening.mp3Takingin2Listening?FstandsforfactsPresent1)___________________abouttheaccident,includingthenumberofpeopleaffectedandthestepstakentoensureeveryone’ssafety?AstandsforactionsOutlinethestepstomakeupforthesituation,including2)_____________theinjuredandimplementingstrictersafetyprotocolsaccurateinformationcompensating

Listentotheconversationandcompletethediscussionnotesbyfillingintheblanks.Takingin2Listening?SstandsforsentimentArrangeforflowerstobesenttotheinjuredalongwith3)____________________expressingsincereapologiesandsetupahelplineor4)______________todealwithanyconcernsorquestionsfromthepublic?TstandsfortenacityExplainthelong-termstrategy,includingpolishingthe5)___________________conductingregularreviewsof6)________________,andkeepingthepublicupdatedontheprogressovertimepersonalizedmessagessafetymeasuresemailaddresscrisismanagementplanWorkinpairsanddiscusswhatotherprinciplesshouldbeconsideredindeliveringacrisisspeech.Takingin3ListeningReferenceanswer：Anothertechniqueistoprovideacontextforthecrisis.Forexample,afteranoilplatformhadaleakageproblem,themanagercanexplainthatthecompanyhadoperatedhundredsofoilplatformsgloballysafelyandsuppliedoilforhundredsofmillionsofconsumers.Thedisasterisatimelywarningforthecompanytoupgradethesafetyproceduressoastoprotecttheplanettogether.BuildingUpPreparingforthestructureSharpeningtheskillsDevelopingthestrategiesBuildingUpPreparingforthestructureStructureofacrisisspeech1Workinpairsanddiscusswhataspectsacrisisspeechshouldcover.Referenceanswer：Thegoalofacrisisspeechistominimizethenegativeeffectsoftheconsequences.Aspeakercannotfixalltheproblems.Accuratelyreportthecrisissituationsasanopportunitytorebuildreputationandintegrity.Sometimes,acrisisbreaksoutwithoutanyvisiblewarningsigns.Estimatetheexpectedreactionsandrespondtoyourstakeholders(customers,stockholders,employees,media,and/orthegeneralpublic),whiletakingnecessaryactionstohelpthevictims.Aftertheaudienceisinformedofthesolution,makesuretoexplainthepossiblecauseofthecrisistopacifythepanic.Youmaytalktoyourlegalstaffinordertoavoidfalseaccusationsandpromises.Proposeimprovementsandupgradesthatcanhelpeliminatesimilarissuesinthefuture.BuildingUp2Listentoaspeechandrearrangethefollowingstatementsforalogicalstructureofthespeech.02-Unit6-Preparingforthestructure.mp3A.

ExpressadeterminationtodobetterinthefutureB.InformtheaudienceofthegeneralsituationC.UpdatetheinvestigationfindingsonthefoodpoisoningincidentD.Introducethecompany’simmediateactionsaftertheincidentBDCABuildingUpSharpeningtheskills1Workinpairsanddiscusswhichofthetwosentencesineachpairismoresuitableforacrisisspeech.Usingaproperlanguagestyleforacrisisspeech1.A.Thewaitresswasastonishedbythecustomer’srudecomments.

B.Thewaitresswasfreakedoutbythecustomer’srudecomments.2.A.TheCEOcontactedlocalrepresentativesimmediatelyafterthefoodpoisoningincident.

B.TheCEOgotintouchwithlocalrepresentativesimmediatelyafterthefoodpoisoningincident.3.A.Therestaurantcutoffbusinessconnectionswiththeunreliablesupplier.

B.Therestaurantpermanentlyterminatedbusinessconnectionswiththeunreliablesupplier.BuildingUp2Rewritethefollowingtwoparagraphstomakethemmoreformal.UsingaproperlanguagestyleforacrisisspeechSample1Ladiesandgentlemen,Isincerely

apologizefortheproblemswith

productqualitythatledtothe

needforreturnsandexchanges.

We’rereallysorryforwhathas

happened.Don’tworry;we’refully

committedtofixingthisissue.

Sample2

Themobwasveryrowdyduring

theprotestagainstcutstouniversity

funding,leavingsomeinjured.

Fortunately,thosepeoplegotover

theirinjuries.Thatshowsfurther

thatpeopleshouldcountonproper

measurestovoicetheiropinions.BuildingUp2Rewritethefollowingtwoparagraphstomakethemmoreformal.UsingaproperlanguagestyleforacrisisspeechInformalpartsinSample1:Ladiesandgentlemen,Isincerelyapologizefortheproblemswithproductqualitythatledtotheneedforreturnsandexchanges.We’rereallysorryforwhathashappened.Don’tworry;we’refullycommittedtofixingthisissue.Revision:Ladiesandgentlemen,thankyouallforcomingtoourpressconference.Onbehalfofthecompany,Isincerelyapologizefortheproblemswithproductqualitythatledtotheneedforreturnsandexchanges.Pleaseacceptoursincerestapologiesforwhathashappened.Wewouldliketoreassureourstakeholdersthatwehavesentanemergencyteamof10engineersandmedicstothespottosavetheinjured.BuildingUp2Rewritethefollowingtwoparagraphstomakethemmoreformal.UsingaproperlanguagestyleforacrisisspeechInformalpartsinSample2:Themobwasveryrowdyduringtheprotestagainstcutstouniversityfunding,leavingsomeinjured.Fortunately,thosepeoplegotovertheirinjuries.Thatshowsfurtherthatpeopleshouldcountonpropermeasurestovoicetheiropinions.Revision:Withaheavyheart,weannouncethatsomeprotestersintheuniversityfundingcutoutcrywereinjured.Fortunately,theinjuredarerecoveringundersufficientmedicalcareinthemunicipalhospital.Wehopethecrowdcanreturntothenegotiationtabletoexpresstheiropinions.BuildingUpSKILLSFormallanguageisoftenusedinprofessionalcommunication.Generally,formallanguageislesspersonalthaninformallanguage.Itfollowstheformalrulesoflanguage.Aspeakershouldthinkcarefullyaboutthechoiceofwordsandexpressions,adjustthetone,andusecertainsyntaxtocreateaformallanguagestyleinacrisisspeech.Onecanuseprecisevocabularyappropriatetothesubjectmatter,keepaprofessional,polite,andrespectfultone,andmaintainacoherentsentencestructure.Colloquialisms,slang,contractions,overlyemotionalorinformallanguage,andfragmentedsentencesshouldbeavoided.BuildingUpDevelopingthestrategies1ExpressingsincerityinaspeechCompleteeachsentencebyselectingamoreappropriatewordorexpressionfromtheoptionsprovidedinbrackets.Thecompanyexpects_________________________________(capableapplicantsforthepost/applicantswithanexcavatorlicense).Weapologizeforthe________(frequent/so-called)carenginefailureandwouldliketoinviteyoutovisitourmaintenancedepartmentforafreereplacement.Toenhance__________________(ROI/returnoninvestment),thefinancedepartmentintendsto

monetizethe___________________(low-cost,high-profit/cash-cow)productsinthe________________________(lesscompetitivemarkets/blue-oceanniche).

applicantswithanexcavatorlicensefrequentreturnoninvestmentlow-cost,high-profitlesscompetitivemarketsBuildingUpDevelopingthestrategies2Rewritethefollowingparagraphtomaketheapologymoresincere.ExpressingsincerityinaspeechSorryifweinconveniencedyou.Thereweresomeissuesthatoccurred,butwecan’treallyexplaineverything.We’retryingtofixthings,soyourwell-beingmightnotbeournumberoneconcern.Let’snotbotheryouwiththedetailsbecausethey’retechnicalandcomplexanyway.Thanksforyourunderstanding.

BuildingUpDevelopingthestrategies2Rewritethefollowingparagraphtomaketheapologymoresincere.ExpressingsincerityinaspeechReferenceanswer：Sorryifweinconveniencedyou(minimizingtheimpactoftheproblem).Thereweresomeissuesthatoccurred,butwecan’treallyexplaineverything(Tryingtoevaderesponsibilitybynottellingthetruth).We’retryingtofixthings,soyourwell-beingmightnotbeournumberoneconcern(Nothavingempathy).Let’snotbotheryouwiththedetailsbecausethey’retechnicalandcomplexanyway(Detailsareneededforclarity).Thanksforyourunderstanding(Noapology).RevisionExample:Wewouldliketoextendourheartfeltapologiestoyou.Weunderstandthattheelderlyrequirethebestqualityaccommodations.Unfortunately,therecentearthquakedestroyedtheheatingsystemoftheresidence,sowearetryingtoinstallamake-doheaterforeveryroom.Wehopetobeabletoreopenwithtwoweeks.Again,pleaseletussayweareterriblysorryforthisinconvenience.BuildingUpInpublicspeaking,itiscrucialtoconveysinceritytogainthetrustandconfidenceofyouraudience.Aswellasusingthefirst-personpronouns,hereareseveralpointstohelpyouconveysincerity:

1.Betransparentandhonest

Shareallrelevantinformationopenlyandhonestly.Avoidwithholdinginformationorsugarcoatingthesituation.Peopleappreciatetransparency,evenifthenewsisdifficulttohear.

2.Showgenuineconcernforindividuals’well-being

Emphasizetheimportanceofthesafetyandwell-beingofthoseaffected.Assurethemthattheirneedsareatoppriorityandthatyouareactivelyworkingtowardsupportingthemduringthischallengingtime.

3.Useplainlanguageandtone

Avoidjargonthatmaydisconnectyoufromtheaudience.Speakinaconversationaltone,usinglanguagethatiseasytounderstand.Thishelpscreateasenseofgenuinenessandapproachability.

STRATEGIESCarryingout

BizpracticeIn“Takingin”,LiuYanghasgainedusefulexperiencefromthetwocasesaboutthepublicrelationscrisis.In“Buildingup”,hehaslearnedthestructureofacrisisspeechandmasteredthelanguagestyleforacrisisspeechandmethodsofconveyingsincerity.SupposeyouareLiuYang.YouaregoingtodeliveraspeechabouttheaccidentandGECExpo’sfollow-upactions.Usethefollowingstepsasaguidetofinishthetask.MAKEASPEECH:UPDATETHESITUATIONANDFOLLOW-UPSCarryingout

Step1Listfollow-upactions

Step3DraftthespeechscriptStep2Organizethespeechandwriteanoutline

Step4RehearsethespeechStep5ReviseandreflectCarryingoutInordertohandlethepublicrelationscrisis,youmayneedtodevelopapreliminaryplanforpublicrelationscrisismanagement.Youmayreferto“Takingin”andwriteyourfollow-ups.Step1Listfollow-upactions

Carryingout

Organizethecontentandwriteanoutline.Youmayreferto“Preparingforthestructure”.Step2OrganizethespeechandwriteanoutlineCarryingoutWhenyouwritethescript,makesurethelanguagestyleisappropriateforthesituationandpayattentiontowhetheryousoundsincere.Youmayreferto“Sharpeningtheskills”and“Developingthestrategies”.Step3DraftthespeechscriptCarryingoutPracticeyourverbalandnonverbalcommunication.Amirrororarecordingcanbehelpful.Youcanreviewandadjustyourfacialexpressionsandgestures.Step4RehearsethespeechCarryingoutStep5ReviseandreflectBeforedeliveringthespeechtothepublic,youmayimproveandreflectonyourscriptbasedonthefollowingquestions.

Haveyoudesignedacomprehensiveplanforpublicrelationscrisismanagement?Haveyoustructuredyourspeechinaclearandlogicalway.Haveyouusedanappropriatelanguagestyleinthespeech?Haveyoushownsincerit