Emigrants on the threshold – a few words about crisis PR


He was talking about Shakespeare. About three roles: a good hero, a bad hero and a victim. I thought: no doubts, there’ll be dead bodies and I have never specialized in crisis PR.


The schema of every crisis referring to PR was explained to me well many years ago by Adam Łaszyn. When I observe the crisis connected with  emigrants, it reminds me his lecture.


Why crisis PR is important?

Every country is before a crisis. Every firm is before a crisis. Every public person is before a crisis. Who prepares to it? The emigrants come to Europe and this is the fact. And it didn’t happen suddenly. Jullia Gillard said: ‘Immigrants, not Australians, must adopt’ in 2012! The situation with emigrants shows that even strong countries with much resources neglect the most crucial thing:

if you want peace, be ready for war; if you want success, prepare yourself for crisis!


Media love crisis

Crisis means a conflict. So that’s why this is a very interesting story for any media. It seems to us that media fans the flames of crisis. We are not sure of media messages. We have the ocean of a lot info which is conflicting. We accuse media. We talk to media. But media is not the side in this conflict…

However I must admit that I’m not sure if we have to do here with a hybrid war in which different media are engaged as transmitters of information.


Crisis can be turned into success.

This is the time for brave people. People who can stand in front of the row. This way strong personal brands can be built. Referring to PR it’s important to use this 3 role schema in communication, so there is this good, that bad and the victim. And remember that the victim can be turned into a good one. Is it possible to use this schema in every crisis situation? Difficult, I agree. This schema is derived from Shakespeare so it is not easy.


Long-term cost

Every crisis costs a lot. And this is a long term cost. The number one cost is the loss of confidence. We do not trust countries, institutions, firms, authorities. People don’t trust each other. What is left after crisis? Ruins, stress and suspiciousness. Minds are in the state of emergency and we can act illogically. The worst is that nobody can be sure when (and if) this trust can be regained.


Fot. Illegal migrants arriving at Zefyros beach at Rhodes island, Greece, April 20, 2015.

Proofreader: Marta Korsak.

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