IIBMS DMS CASE STUDY ANSWER SHEETS – Public Relation Management – Discuss the role of new information technology media in public relations.
IIBMS DMS CASE STUDY ANSWER SHEETS – Public Relation Management – Discuss the role of new information technology media in public relations.
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Public Relation Management
CASE – 2 MEDIA RELATIONS
NEEPCO Ltd: Accidental Death of a Woman Worker—Role of PR
The corporate office of the North Eastern Electric Power Corporation Ltd (NEEPCO) is located in Shillong (Meghalaya). The company had a major hydroelectric project at Kopili, in the Jayantia district of Meghalaya, 90 km from Shillong. The main project building was under construction when big marble tiles on its walls began falling. Realising the consequences of these tiles falling on anybody, NEEPCO project officials put rope barriers around the building to keep people away from danger.
Unfortunately however, a big piece of marble fell on a woman worker’s head when she wandered into the roped-off area. A huge crowd soon started gathering at the place, and they soon turned against the corporation, accusing it of carelessness. The victim was rushed to the nearby civil hospital by the project management, where she was declared dead.
Stakeholders and public
First, people gathered at the place of accident. Subsequently, the relatives of the victim arrived at the accident spot, followed by journalists who wanted to know the exact nature of the accident resulting in the death of the woman.
Discuss the role of new information technology media
Communication
The NEEPCO management became very concerned about criticism resulting from the accident. They called the PR chief and asked for his advice. Initially, the management wanted to hush up the incident; they wanted to discuss the matter only with the relatives of the victims, and defuse the situation by paying compensation. They felt that if the incident was publicised, it could have serious repercussions. So they thought it better to put an end to the matter at that point.
But the PR chief did not agree with this suggestion. He felt it was dangerous to hide the information from the press, and that it would be better to issue a press release giving details of the incident. This way, they could explain the company’s viewpoint and clarify the corporation’s role in getting medical aid to the victim promptly, and its willingness to help the victim’s family in suitable manner—either through monetary compensation or giving a job to the victim’s next of kin.
The NEEPCO PR chief pointed out to the management that if the matter was not explained then, the press would come to know of the incident from other sources. They could then form a different opinion about the motives of the NEEPCO management, conclude that the corporate wanted to hide the matter deliberately, and criticise it for inefficiently handling the matter.
Ultimately, the NEEPCO management agreed to the PR chief’s suggestion. It issued a press release, and also called some journalists for a meeting, where the PR chief explained the company’s viewpoint. Two company directors and the PR chief went to the residence of the victim, met her relatives, and assured them of all possible assistance.
The next day, the press coverage of the incident was very mild, with opinion going in the company’s favour.
Discuss the role of new information technology media
Question:
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Explain in detail the management’s point of view and PR’s point of view on the accidental death of woman worker?
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What would have been the situation if neepco didn’t face the press?
Discuss the role of new information technology media
SECTION 2: Solve any 4 Questions:
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What is public relations? How is it a two-way communications process?
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“Style has many meanings in journalism.” Discuss.
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Discuss the duties and responsibilities of a reporter.
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Discuss the various features of pictorial journalism.
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Discuss Media Relation. Explain why it is so important for public relations.
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Discuss the role of new information technology media in public relations.
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