Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don't address your planning needs..
What proactive strategies might you develop?
What reactive strategies might you develop?
How consistent are these strategies with past practices of your organization?
Public Relations Initiatives
Is it appropriate to use any of the following approaches?
Action:
Organizational performance
Audience participation
Alliances
Sponsorships
Activism
Communication:
News
Transparent communication
Public Relations Responses
Is it appropriate to use any of the following approaches?
Preemptive:
-Prebuttal
Offensive:
-Attack
-Embarrassment
-Threat
Defensive
-Denial (Innocence, mistaken identity, blame shifting)
-Excuse (Provocation, lack of control, accident, victimization, self-defense)
-Justification (Good intention, context, idealism, mitigation
Diversionary
-Concession
-Ingratiation
-Disassociation
-Re-labeling
Vocal Commiseration
-Concern
-Condolence
-Regret
-Apology
Rectifying Behavior:
-Investigation
-Corrective Action
-Restitution
-Repentance
Strategic Inaction:
-Silence
Summarize the response strategy of your organization.
Action/Response Consistency
Is this action/response consistent with past verbal messages of this organization/spokesperson?
Is the action/response consistent with past actions of this organization/spokesperson?
Is the action/response consistent with the mission of this source?
Is the action/response consistent with image of this source?
Is the action/response ethical?