Public Relations Strategy Analysis Crisis Communications

Crisis communication is the exchange of information between an organization and its constituents during and after the occurrence of a crisis. This research employs a descriptive technique and a qualitative method. Techniques for data gathering include observation, interviewing, and documenting. The aim of this research is to conduct an empirical examination of the execution of strategies and supporting and inhibiting variables in crisis communication in public relations. The findings of this research suggest that a crisis communication plan should be suitable and swift in order to overcome public reaction and avoid a protracted crisis communication. Communication in Times of Crisis Pre-Crisis management is carried out by Public Relations, namely in the preparation (Planning) stage, which includes the establishment of a Public Relations team responsible for providing information, a clean-up and executive summery formation team, and Crisis-Response, namely the manufacturing stage. Press releases, clarifications, establishing stakeholder and media relations, and finally, Post-Crisis, namely the advancement of Public Relations not only to improve the company's image but also to improve performance, press conferences, and dissemination of publications are also implemented to improve things in the short and long term through programs


Introduction
Communication is required in daily life for the purpose of transmitting messages that encourage someone or others to act and create changes, and communication may also be used as a kind of command.
The capacity to communicate effectively in deciding the course of a business's existence will enable management to function effectively, even if communication does not ensure that the business will be free of crises either immediately or in the future. Communication is essentially the act through which someone conveys plans, ideas, or emotions that include messages to another person, either directly or indirectly (Windahl et al., 2008).As a communicant, you are expected to communicate effectively by paying close attention to the meaning and purpose of the communication in order for it to be delivered clearly.
Large business rules out the potential that they will need experts who can serve as presenters or communicators as well as helpful facilitators to assist management in listening properly to what the community/public expects and desires.
Public relation serves as an advisor to take action and make decisions when dealing with crises in a rational and professional manner, without jeopardizing the company's existence, and with a strategy for resolving issues that arise both inside and outside the company (Spicer, 2013). Additionally, public relations professionals are able to retain positive phrases in order to carry out their duties effectively.

JOURNAL LA SOCIALE
VOL. 02, ISSUE 03 (001-008), 2021  When a crisis occurs, it can have a detrimental effect on the company's image and reputation in the public eye and frequently becomes public consumption. Therefore, Public Relations must be able to redirect public consumption in ways that benefit the company, not vice versa, which exacerbates the crisis. Unpredictable circumstances, which implies that the organization or business as a whole cannot foresee if the crisis would jeopardize the company's survival or reputation. Because crisis is monitored nearly constantly in companies, both internally and externally, a knowledge of crises is critical, and a grasp of how to handle crises will continue to be important in the future.
Corporation's energy and petrochemical industry is split into two segments, upstream and downstream, and is backed by subsidiaries and joint ventures (Alano, 2019). Fuel industry corporation is a leader in renewable energy development, including geothermal, solar cells, lithium ion batteries, biodiesel, and green energy stations.
Public Relations is known as Region's Communications Relations & CSR Function for the development of positive programs such as environmental restoration activities, award recognition, and other activities that can help the company maintain a good reputation.
Public relation is a relatively young area of employment. Public relations serves as a link between businesses or organizations and their constituents, focusing on the establishment of mutual understanding between businesses and their constituents (Stoldt et al., 2020). Meanwhile, public relations as a management function that establishes and maintains positive and helpful connections between companies and the public that have an impact on the organization's success or failure. Thus, public relations is a job inside a business or organization that serves as a liaison between the business or organization and its constituents.
Efforts that are purposefully organized on a continual basis in order to foster and sustain mutual understanding between an organization and its constituents are the responsibility of public relations. Public relations is defined as a process or action that attempts to create contact between an organization and third parties.
Public Relations plays a critical role in assisting the company. The business must react appropriately to the crisis, which is often accomplished via Public Relations, which serves as a conduit between the organization and its constituents. Public Relations' purpose is to generate positive public perception as input that benefits both parties (Szondi, 2010). It is a professional area due to its critical role in accomplishing organizational goals properly and consistently. Relationships are critical to the organization's existence. Additionally, Public Relations is a managerial role responsible for determining public opinions. Regardless of the type of Public Relations, the company is capable of responding to any crisis that arises (Culbertson et al., 2012;Spicer, 2013).
Once a crisis has been handled, Public Relations' job is to strengthen relationships and the company's standing in society in general and among stakeholders in particular. Public relations must serve as a spokesman for the organization by educating the public about what is occurring, what the business is doing and will do, and what the public should do. This is a symbolic stance that businesses must adopt.

Communication in Times of Crisis
The term crisis is derived from the Greek word crises, which translates as "choice." When a crisis arises, businesses must determine what course of action to take. Crisis communication is often associated with public relations, and their primary objective is to defend and preserve an organization's image. Crisis communication is an issue that every business faces at some point. Similarly, the Public Relations crisis resulted from a breakdown in communication between the public and the company.
Crisis communication puts an organization's capacity to react to and seek collaboration from populations at risk of communication breakdown to the test. A crisis is a crucial and critical circumstance in which an organization is at a crossroads, where it may either improve or deteriorate. Essentially, the public has specific perceptions regarding the communication problem, since these perceptions will influence the organization's reputation. Attribution is essentially how the audience perceives the communication problem. Management's comments will have an effect on how the public views companies and crises.
This crisis communication is structured in such a way that it minimizes harm to the organization's or company's reputation. When corporation is faced with a problem, the need for information about the issue continues to grow. This is owing to a variety of public interests in determining the crisis's circumstances. Crisis communication involves communication between companies and their constituents.
When a public organization's interests are at stake, it's natural for them to be concerned during a crisis communication. This worry may result in behaviors that are detrimental to the company. Past communication crises are directly traceable to the company, and previous reputations that have not improved make the organization more susceptible to a reputational danger (Kim, 2017). About who is responsible for the crisis may be classified into three types of crisis communication clusters, namely: 1) Victim cluster (victim cluster); an organization is classified as a victim cluster if the public thinks it is not responsible for the crisis. In other words, it is thought that the organization is a victim of the crisis. 2) Inadvertent cluster or accidental cluster; occurs when the public thinks that the organization did not intend for the events to occur. In other words, the group is not seeking to precipitate a catastrophe. 3) the deliberate cluster; this happens when the organization is blamed for the problem.

Communication Management in Times of Crisis
Crisis management may arise when there is tension or conflict inside or outside the organization, necessitating handling that results in resolution (Williams et al., 2017). To mitigate the effect of crisis communication, crisis communication management in companies is critical. This is because the risks generated by the crisis may result in potential losses affecting the company, its connected partners, and various departments inside the business.
The resulting losses were diverse, ranging from pecuniary to non-commercial. It is clear that crisis communication management needs meticulous preparation to ensure that shared This phase is devoted entirely to prevention and preparedness. Prevention entails identifying methods to mitigate hazards that may result in a catastrophe. While preparations include developing a crisis management strategy, choosing team members, and training team members to react to future crises. In his book, Crisis in Organizations II, Laurence Barton details precisely what must be done as a kind of crisis management.
During this phase, management must take immediate action to address the problem. Crisis reaction refers to what management does and says in the event of a crisis. Public relations, or PR, is critical in reacting to crises. One way is through helping and assisting in the development of communications transmitted or delivered to connected organizations.
Following a crisis, the firm or group may resume normal operations. While the crisis is no longer the primary focus of management's attention, further attention is required. When a crisis strikes, businesses are obliged to keep their promises. When this is accomplished, further notice to the public and relevant parties is required. Additionally, an organization or business is required to develop strategies for better preparing for future disasters.
The public need knowledge regarding crisis communication; if a crisis-stricken institution does not talk to the media, then others will happily provide their perspective to the media. Naturally, this must be avoided. These people may offer false information and act against the organization's best interests.
Businesses are obliged to react promptly to crises. Additionally, the organization's main messaging must be accurate and presented consistently. Consistency requires members of the organization to give information that is consistent with that of other members. Each participant must agree to cast a single vote. Attempts to create consistent key messages are also included into the crisis management process.

Communication Strategy in Times of Crisis
The crisis communication strategy must be able to show the practicality of its operations, in that the approach may change at any moment based on the scenario and circumstances. Communication strategies serve as a framework for organizing and managing communication in order to accomplish specified objectives. Communication strategies, which are a subset of public relations strategies, are critical components that must be owned by a public relations professional in order for them to function effectively inside an organization or institution. Institutions may use public relations tactics in response to business difficulties and disasters.
The communication plan is an attempt to ascertain success in resolving company-wide communications crises. There are three critical communication techniques that may be used in public relations operations. Publicity, noteworthy information, and open communication are the tactics. Publicity is a communication strategy that leverages the mass media's attention to the organization in order to influence the public's perception of the organization. to an organization's actions that are open and visible to the public, this will assist the public in understanding the organization and supporting each business activity.

Noteworthy information is described as a communication strategy that utilizes the mass media to disseminate newsworthy information. While transparent communication is a word that refers
In public relations, strategy often refers to an idea, method, or overarching program plan intended to accomplish objectives. Poor crisis communication management may result in negative effects such as increased issue severity, greater public scrutiny, disproportionate media attention, and diminished reputation and credibility, which erodes public confidence. As a result, businesses confront an urgent need for efficient crisis communication methods to help them overcome crises. In this context, crisis communication strategy as a broad communication idea, method, or plan for programs intended to address crises.
Not just verbal communication is necessary, but actual action by the business is much more critical during a crisis scenario. The crisis communication plan must be tailored to the unique features of the organization's crisis circumstances. crisis communication methods reflect the organization's real reaction to the issue. Various strategic choices that companies may pursue 1) Defend the accuser: Organizations retaliate by attacking individuals or organizations that claim a crisis has developed. 2) Denial: The organization denies that a problem exists or that something is false. 3) Excuse: The organization attempts to minimize its obligations via denial (that it does not want to do anything bad) and denial of capability (because the organization is not able to control the situation). 4) Justification: The organization acknowledges the problem but works to minimize perceived harm. Organizations may do this by arguing that the harm is not severe enough or by asserting that the victim deserves it and pointing out that the crisis has been perceived incorrectly. 5) Appreciation: Organizations express gratitude to stakeholders or remind stakeholders of the organization's good actions. 6) Corrective action: The organization fixes the damage caused by the crisis and takes preventative measures to avoid a recurrence. Organizations, on the other hand, are not required to take responsibility for disasters. 7) Complete apology: The organization accepts full responsibility for the situation and expresses regret to affected parties. The apology may include some kind of recompense, such as money.
This crisis communication approach may vary from defensive to accommodating in nature. If defensive tactics (attack accuser, denial, excuse) are considered unsuccessful, organizations may place a greater emphasis on accommodating methods (ingratiation, remedial action, and complete apologies). institutions concentrate on three tactics during times of crisis: 1. Instructing knowledge on how to physically deal with the crisis. these three factors are inextricably linked; where one trains, takes action, and chooses information all impact reputation. The effectiveness of crisis communication is contingent upon the public relations strategy designed to address the issue. According to various publications on crisis communication, a crisis communication strategy must include or consider several elements, including the organization's audience or public, the purpose of communication actions for each public, the message to be conveyed, crisis communication representatives or sources, and support from other parties in strengthening the organization's position.

Communication During a Crisis
Crisis communication is critical for overcoming crisis circumstances, which may be a tipping point for difficulties in management, either for the better or for the worse. Communication is critical to ensuring the public receives accurate information during a crisis. Communicating effectively in times of crisis is a crisis management approach that focuses on what the organization should say and do during a crisis. In general, when a crisis arises, there is a great The relationship principle states that when there is a crisis communication, the company should be better equipped to deal with problems and crises if it has developed positive long-term relationships with various publics who are exposed to risks as a result of organizational decisions and behavior. The accountability concept requires that a business take responsibility for managing and resolving a crisis, even if the problem is not completely the company's fault and must be communicated smoothly. The concept of disclosure states that a business must reveal all it knows about a crisis or issue that has happened without obliterating the truth in order for the public to get the necessary information. The symmetrical communication concept requires that when a business faces a crisis, the public interest must be at least equal to the firm's interest. All public feedback must be heard and appropriately handled without causing damage to any party.
The organization's first reaction to the crisis is critical since it will influence the development of the subsequent crises. The first reaction to a crisis is the first statement made by a spokesperson regarding the problem the organization is currently facing, and is often communicated via the mass media. The presence of these principles in crisis communication may serve as a guide for public relations professionals while handling crises for their companies. The first step in communicating with stakeholders during a crisis is to respond to the situation. The reaction of an organization is highly reliant on its culture.
The organization's first reaction to a crisis demonstrates how it is accountable for the problem and demonstrates its responsibilities to its stakeholders or the public. An organization's first reaction to a crisis must be at least fivefold: swift, consistent, open, empathetic, and informed. The rapid, constant, and open feature will indicate the manner in which the reaction is carried out or shown. While informed and empathetic, it reveals the real substance of the crisis response message.

Interaction Public Relations Crisis
Public Relations refers to all kinds of planned communication, both internal and external, between an organization and its whole audience in order to accomplish specified objectives based on mutual understanding. Public relations is critical for organizations because its activities can serve as a vehicle for internal integration by fostering mutual understanding among community members, thereby increasing employee loyalty and bolstering work ethics among directors/managers.
Public relations are critical. Because public relations plays a critical role in establishing relationships between businesses and their customers, both internally and externally, and because all public relations activities incorporate elements such as a positive image, good will, mutual understanding, mutual trust (mutual appreciation), and also tolerance, which can lead to a positive relationship and ultimately form a positive Public relations also plays a critical role in addressing the wishes and expectations of stakeholders, both internal (internal company) and external (listeners and media, such as print publications such as newspapers and magazines or electronic), which in this context is a television station.
The governance function analyzes public views, establishes individual or corporate rules and procedures relating to the public, creates strategies and launches communication campaigns aimed at achieving public comprehension and approval. Meanwhile, Public relations as a management function that creates and maintains mutually beneficial connections between companies and society, which provide the foundation for their success and failure. The primary function of public relations is to develop and maintain positive relationships between institutions (organizations) and the public, both internally and externally, in order to foster understanding, stimulate motivation, and public participation, and to foster an atmosphere of favorable public opinion for organizational institutions. The Public Relations officer's role while performing his or her responsibilities and operations, both as a communicator and as a communicator, is as follows: 1) Assisting management in accomplishing organizational objectives. 2) Promoting an amicable connection between the company and its internal and external stakeholders. 3) Establishing two-way contact between the organization and the public by distributing information from the organization and directing public opinion toward the organization. 4) In the public interest, serve the public and advise organizational leaders. 5) Public Relations operationalization and organization is the process of fostering harmonious relationships between an organization and its constituents, avoiding psychological impediments posed by both the organization and the public.
The Situational Crisis Communication Theory (SCCT) may be used to describe how the public reacts to a crisis and how public relations practitioners respond to the crisis. SCCT foresees how the public would respond in the event of a crisis that may jeopardize the organization's image. According to this idea, the public has specific attributions about the problem, and these attributions influence the organization's reputation. The primary source of blame is the public perception of the situation. Management's comments will have an impact on how society views companies and crises. This hypothesis attempts to explain some elements of the crisis that may influence the public's attributions. A critical aspect of this SCC theory is its focus on defending the population from loss and harm, rather than on defending the organization's image. According to this idea, the main objective in a crisis scenario is to ensure public safety

Conclusion
The SCC hypothesis may be viewed as a relationship between reputation and legitimacy, where a good reputation indicates that an organization is legitimate. Legitimacy is an organization's right to exist (or right to eist). Legitimacy is acquired via the organization's community's acceptance. And it is constructed on two pillars: the organization's competency and its character. The perfect public relations image, it is said, is the one that is entirely based on experience, knowledge, and comprehension of the actual world.