Read and translate the article

A good working relationship with the media is severely tested in times of crisis. All the rules and guidelines about working effectively with the press are magnified and intensified when something out of the ordinary occurs and thus becomes extremely newsworthy.

Here is a sampling of major crises that have hit various organizations:

• The safety of Dow-Coming's silicone gel breast implants comes under fire from both the medical community and thousands of women who claim that they were harmed by the product.

• Sears is charged by consumer agencies in several states for defrauding customers and making unnecessary repairs at its auto centers.

• An outbreak of food poisoning, leading to the death of a 2-year-old, is traced to contaminated beef served byJack-In-The-Box restaurants in Washington State.

• An activist environmental group claims that the pesticide Alar used on apples is a health hazard to children. The claim is featured on TV, causing a major drop in apple sales, affecting thousands of apple growers.

• A Florida man claims that his wife's fatal brain tumor was caused by her frequent use of a cellular phone. He files a lawsuit and gets national exposure with an appearance on TV.

These situations, no matter what the circumstances are, constitute major crises because the reputation of the company, industry, or product is in jeopardy. Economic survival is at stake, and a company can lose millions of dollars overnight if the public perceives that a problem exists.

Johnson & Johnson, owner of the maker of Tylenol, saw the brand's market share shrink from 37 percent to barely 6 percent in a matter of days after capsules laced with cyanide killed seven people in Chicago. By the time it was established that someone had tampered with the product after it had reached store shelves, the ordeal had cost the company more than $50 million to recall the product and test all its manufacturing processes.

During such times of crisis, the media can be adversaries or allies. It all depends on how you and your organization manage the crisis and understand the media's point of view. Keep in mind some guidelines.

The key to successful dealings with the media during a crisis is to become a credible source of information. The following can be suggested:

• Appoint a spokesperson whom the media can trust and who has authority to speak for the company. It also is a good idea to designate one central spokesperson so that the organization speaks with one voice.

• Set up a central media information center where reporters can obtain updated information and work on stories. You should provide telephone lines, modular jacks so that reporters using computers can reach their offices, and facsimile machines. Provide food and transportation if necessary.

• Provide a constant flow of information, even if the situation is unchanged or negative. A company builds credibility by addressing bad news quickly, when information is withheld, the cover up becomes the story.

• Be accessible by providing after-hours phone numbers or carrying a cellular phone with you at all times.

• Keep a log of media calls, and return calls as promptly as possible. A log can help you track issues being raised by reporters and give you a record of which media showed the most interest in your story.

• Be honest. Don't exaggerate, and don't obscure facts. If you're not sure of something or don't have the answer to a question, say so. If you are not at liberty to provide information, explain why.

These guidelines reflect plain common sense, but when a crisis tuts, it is surprising how many organizations go into a defensive mode and try to stonewall the media. Dow-Corning, for example, got considerable negative coverage by treating the media as an enemy.

Corporate spokespeople accused the media of reporting only the "sensationalistic, anecdotal side of the breast implant story, which has unnecessarily frightened women across the country". At a news conference, the head of Dow's healthcare business con­tinued the attack by telling the assembled reporters that they took "memos out of con­text and distorted reality". It would be an understatement to say that this is a poor way to get the press on your side.

Jack-In-The-Box also violated the tenets of crisis communications in the first days of the reported food poisonings. The company initially said "no comment" and then waited three days to hold a news conference, at which the company president tried to shift the blame to the meatpacking company.

There are two principles: accept responsibility and take action. Even if you are not directly, at fault the organization should take responsibility for its product and the pu­blic safety.

Johnson & Johnson did this with Tylenol, but Dow-Corning chose to defend its pro­duct even after evidence had mounted that the company knew the product had a history of causing medical problems. Experts also say that Jack-In-The-Box fumbled early on by not showing concern for the poisoned customers. The company would have won more public goodwill and favorable press coverage by more quickly offering to pay all medical bills, which it eventually did.

Two considerations can be emphasized in the crisis management plan:

• Demonstrate your commitment to good corporate citizenship by taking prompt and decisive actions to control problems in your operations.

• Communicate swiftly, constantly, and consistently to all appropriate audiences in clear, straightforward, nontechnical language.

• Notes:

Dow-Corning - совместное предприятие химического концерна Dow Chemical Co. и компании по производству стекла и стеклянной посуды Corning Inc. Sears - компания по прокату автомобилей торговой фирмы «Сире» Роубак энд Ко (Sears, Roebuck and Co)

Jack-In-The-Box - сеть закусочных, торгующих гамбургерами. Рассчитана на об­служивание в автомобиле

Johnson and Johnson - химико-фармацевтическая компания. Выпускает широкий круг фармацевтических препаратов, в частности, Тайленол, патентованное средство от головной боли и простуды. В октябре 1982 г страну потрясли сообщения о случаях отравления со смертельным исходом, вызванного тем, что ненайден­ный злоумышленник подложил в капсулы тайленола цианистый калий. Жертвами стали восемь человек в г. Чикаго и в штате Калифорния. В результате этой трагедии федеральные власти выработали новые правила проверки выпускаемых лекарств.

1) Find the English equivalents in the text. Make up sentences of your own with them:

ремонтные работы; двухлетний ребенок; созвать пресс-конференцию; полки магазинов; что-то необычное; группа активистов, выступающая в защиту окру­жающей среды; показать по телевидению; частое использование; обстоятель­ства; за одну ночь; оплатить счета; подчеркивать; искажать действительность; привлечь прессу на свою сторону; освещение в прессе; пищевое отравление; клиенты; выступать от имени компании; вопросы, поднимаемые журналистами; обычный здравый смысл; обращаться с к.-л. как с врагом.

2) Find the words in the text which describe or mean the following:

1. not willing to answer questions directly -

2. a very bad or frightening experience -

3. the sudden appearance or start of war, fighting, or serious disease -

4. to become smaller in amount, size, or value -

5. to trick a person or organization in order to get money from them -

6. a very bad or dangerous situation that might get worse, especially in politics or
economics -

7. something that may be dangerous or cause accidents, problems etc. -

8. someone who helps and supports you in difficult situations –

9. an attempt to prevent the public from discovering the truth about smth.-

10.an official written record of smth.-

11.to choose someone or smth.for a particular job purpose -

12. to refuse to give facts, evidence etc. -

13. a statement that is not strong enough to express how good, bad, impressive etc. something really is -

14. after a long time, especially after a long delay or a lot of problems -

15. to be responsible for something bad that has happened -

16. to have the right or permission to do smth.-

3) Complete the following sentences(survival; a lawsuit; fuels; hits; crises; charged; common sense; goodwill; promptly; tenets; coverage; to designate):

1. Get to know the journalists in your area before a crisis_______

2. "No comment"______________ hostility.

3. He files______________ .

4. Economic____ is at stake.

5. These situations constitute major.

6. Sears is______ by consumer agencies.

7. Return calls as_________ as possible.

8. These guidelines reflect plain_________ .

9. Jack-In-The-Box violated the_____ of crisis communication.

10. The company would have won more public ___________ and favorable press ________.

4) Answer the following questions:

1. What is the key to successful dealings with the media during a crisis?

2. What authority should an appointed spokesperson have?

3. Why should a central media information center be set up?

4. Why should a constant flow of information be provided?

5. How can you be accessible at (in) afterhours time?

6. What sort of log must be kept?

7. Do organizations always follow these guidelines?

8. What happened during Dow Coming's crisis?

9. How did Jack-Tn-The-Box violate the rules of crisis communication?

10. In what way must an organization communicate to all appropriate audiences during a crisis?