PRDV215: Mass Communication

To communicate effectively in a culturally diverse environment, it is vital to gain knowledge and understanding that promotes respect for cultural differences. Watch these videos to grasp the importance of developing intercultural sensitivity. The first video uses a "diversity wheel" to define intercultural communication, comparing cultural differences and similarities. The second video provides practical tips for improving communication in various settings.

Crisis communication involves strategically managing disruptions to control perceptions, offer accurate information, and maintain trust and credibility.

There are four main types of crises, each demanding unique responses: illegal behavior, technical breakdowns (including accidents and recalls), mega-damage events, and human errors or organizational misdeeds, with or without injuries.

Several crisis management theories outline how organizations can effectively manage and communicate during a crisis, such as implementing response strategies during a natural disaster or addressing public concerns during a product recall.

While planning a crisis response, it is critical to consider and incorporate objectives, targeted stakeholders, key messages, and communication platforms. There are eight broad categories for crisis response strategies that contain routine communication and other approaches.

It can be helpful to see examples of what not to do. Watch this video to learn how Rax, a fast food chain restaurant, suffered an identity crisis that led to its bankruptcy.

Here is another example of a crisis communication failure. The Red Cross mishandled its Hurricane Sandy relief operation, prioritizing public relations over aiding those affected. For instance, they allocated more resources towards promotional campaigns rather than direct assistance to the victims.