The question above is broad with different dynamics and scope but in a bid to break it down to its understandable point with minimum write ups I’m going to define the following terms:
Ø Crisis with regards to organisation products or services
This would give us a clearer picture in understanding the proposed question above.
Management: according to Jaja and Obipi (2005:3), “management can be defined as either used to stand for or refer to people.
Advertisement: A respected advertisement scholar views advertisement as “a dynamic forum in which business interests, creativity, consumer needs, and government regulations meet.”(Wells, et al (1989:31), Advertisement can also be defined as a generally accepted paid form of publicity by an identifiable sponsor whose aims are to inform and or persuade prospect. Advertisement has a greater ability to reach a large number of people simultaneously than advocacy but it has less ability to prompt an immediate change in behaviour.
Advocacy: can also be called marketing as it’s the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy the perceived needs, wants and objectives of the consumers and the organisation. Advocacy isn’t paid for by the identified sponsor but is also aim to inform and persuade the consumers. In cases of immediate change in behaviour of consumers advocacy can adjust to change immediately.
Crisis with regards to org. Products and services: there is no greater test for organisation than how it deals with a crisis. The key is to be prepared by anticipating the possibility of crisis and establishing a mechanism for dealing with the bad news. Crisis in relation to its products can either be propaganda or real. It’s the duty of the organisation’s management team to seek and address these issues in time in order to restore confidence back to his consumers.
Furthermore, with the definitions above the subject matter as become clearer as I beginning to illustrate steps in which an organisation can use advertisement to solve its product and service crisis.
1. Planning on possible scenarios.
2. Training of his staff to be able to handle crisis.
3. Situation control.
For effective crisis management, organisations must have a plan based on thoughtful analysis of all possible scenarios in which a crisis might occur. A plan outlines who does what: who contacts the various stakeholder, who might be affected, who speaks to the press, and who sets up and runs an on-site disaster management centre. Companies also should conduct unannounced crisis training during which staff are forced to drop everything and deal with a stimulated crisis as it unfolds. Therefore, in crisis corporate advertising which is designed to promote a corporate image or viewpoint should be done. There should be no attempt to sell any particular product rather this type of advertisement should take the form of public statements directed at the public to correct the wrong impression or perception the products and services. Also, point of view messages also known as advocacy should be delivered at numerous events, gathering and institutions. This act will give the public a chance to ask questions and when the proper answers are given it will help correct and eradicate the crisis. Advertisement can also be done through in house publications, speakers, photographs and films, displays, exhibits and staged events, the news release, press conference, online communication etc.