Dilemma: Spinningthe truth

PR Vision is a communication agency that specialises in protecting corporate reputation and image in a time of media crisis. Their company motto is “When dealing with the media, whoever tells the best story wins.”

PR Vision has helped many companies to successfully handle news stories about product recalls, job losses and scandals by responding in the press with news stories of their own.

The news stories

quickly address issues and recognise problems when the company is at fault.

tell the truth and underline the positive action being taken.

look to turn crisis into an opportunity to produce positive publicity.

TASK 1

Work in groups. You will find newspaper cuttings about five of PR Vision’s current clients on page 113. Read them and discuss the possible courses of action that each of the companies involved could take.

 

TASK 2

Choose one client company to write a press release about. Use the following information to help you:

introduce the company and say something positive about it

acknowledge the problem

outline what they propose to do about the dilemma

finish on a positive note (eg give details of a future project)

TASK 3

Prepare a draft of your press release. Make sure it will have the right effect on the public.