PUBLIC RELATION 2013 INTRODUCTION TO PUBLIC RELATIONS In the modern business organizations there are many functions perform by different managers in different department like planning, organizing, directing, reporting, controlling and communication. The may be different departments like HR, marketing, finance and others. One of the important functions and departments of modern business organization is public relations. In a simple meaning public relation is a combination of two words public relations. I.e. Relation with public. Public relation is a systematic way of solving any problem in an organization. Public relation is also very much helpful during crisis as far as public relation is concerned they are very much responsible for increasing reputation goodwill and image of an organization. Publication is also very much important for communication. Communication with all the type of public [internal and External] is the job and responsibility of public relation department. In fact public relation and communication are two sides of one coin which always go together their hand in hand. Many of the first practitioners of public relations in the US supported railroads. Scholars believe that the first appearance of the term "public relations" appeared in the 1897 Year Book of Railway Literature Some historians regard Ivy Lee as the first real practitioner of public relations, but Edward Bernays, a nephew and student PUBLIC RELATION MANAGEMENT Page 1
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PUBLIC RELATION 2013
INTRODUCTION TO PUBLIC RELATIONS
In the modern business organizations there are many functions perform by different
managers in different department like planning, organizing, directing, reporting,
controlling and communication. The may be different departments like HR, marketing,
finance and others. One of the important functions and departments of modern business
organization is public relations.
In a simple meaning public relation is a combination of two words public relations. I.e.
Relation with public. Public relation is a systematic way of solving any problem in an
organization. Public relation is also very much helpful during crisis as far as public
relation is concerned they are very much responsible for increasing reputation goodwill
and image of an organization. Publication is also very much important for
communication. Communication with all the type of public [internal and External] is the
job and responsibility of public relation department. In fact public relation and
communication are two sides of one coin which always go together their hand in hand.
Many of the first practitioners of public relations in the US supported railroads. Scholars
believe that the first appearance of the term "public relations" appeared in the 1897 Year
Book of Railway Literature
Some historians regard Ivy Lee as the first real practitioner of public relations,
but Edward Bernays, a nephew and student of Sigmund Freud is generally regarded
today as the profession's founder. In the United Kingdom Sir Basil Clarke (1879–1947)
was a pioneer of public relations.
In describing the origin of the term public relations, Bernays said, "When I came back to
the United States [from the war], I decided that if you could use propaganda for war, you
could certainly use it for peace. And propaganda got to be a bad word because of the
Germans ... Using it. So what I did was to try to find some other words, so we found the
Oil- hp [Hindustan petroleum] BP [bharat petroleum] ongc.
Ngc- being human, rotary club
Hp = manager [prtcc]
IMPORTANT FUNCTION AND OBJECTIVES OF PUBLIC RELATION
National Objectives:
The basic function of the government Public Relations department / agencies is
to provide information, education/instruction to the citizens. The effort should also
motivate the people directly or indirectly, to discharge these functions in a meaningful
and purposeful manner, it is necessary that the Public Relations Department / wing
should be clear about the broad objectives which guide their work.
The national objective should be non-political, non-controversial, and on which
there should be a national consensus. The objectives should further the interests and
the well being of the public as a whole and promote the many sided development of the
country. The objectives should be long term ones and need not
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1] To promote mutual understanding
2] To win people influence
3] To change attitude
4] To promote goodwill/image/reputation.
5] Relation with public
6] Interact with media.
7] Prepare policy.
8] To corporate publicity.
9] Product publicity
10] Good relation with government
11] Good relation with community
12] Good relation with shareholders/investors.
13] To promotion program
14] Employees relation and communication.
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PUBLIC IN PR
INTRODUCTION:
Public in PR is basically divided into two types internal and external. A
public is a group of person from PR point of view to whom the organization has to
communicate regularly. Internal PR is often as important as your external PR. It bonds
the organization together. A two-way communication between the management and its
employees is the need of the hour. The moral of employees and their exposure to
company information can play an important part in productivity.
We, at Positive Interactive, believe in building dialogue and
relationships and can play a critical role in helping you
succeed with this new tool of communications to convey your
goals and messages to those who matter most and those
who share your organizational identity. We take care of all
aspects of internal communications-right from planning a
comprehensive strategy to its execution so as to reach out all
employees and other internal stakeholders to create a sense of pride and inculcate a
sense of belonging.
Right from designing friendly handouts and newsletters, charting fun activities in the
campus and engaging the community through intranet are few of the time tested tools
we have adopted in the past to instill life and happiness in many of the organizations.
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A) INTERNAL PUBLIC
Although so much of marketing has traditionally been outward-facing, more companies
are discovering the importance of marketing their
brand to their employees, with an eye toward
serving customers better Internal communication
designed to mobilize employees as brand
ambassadors is a burgeoning field, and a huge
growth area for public relations firms. Internal
communications also assists with change
management, ensuring employee alignment with strategy, and training executives in
internal communications skills, all with the goal of making the client’s organization a
destination employer where people are excited to work.
We know that employee brand engagement affects morale and with it productivity. It
also seems to affect customer experience and overall brand value in measurable ways,
especially in our age of social media. In the banking industry, low morale prompts
almost 70% of employees to leave. At the same time, over 40% of customers “are loyal
because of a good employee attitude.” And “70% of customer brand perception is
determined by experience with people.” One study has found that over 70% of bloggers
“who post for a business have created greater visibility for their companies.”Highly
public move that highlighted how vital it was that employees understand and realize the
brand promise, so as to serve customers better. Companies are also increasingly
turning to social media as a way of mobilizing their internal armies of brand
ambassadors. Deloitte has made use of employee generated videos. To appeal to
younger potential hires and companies like Disney spotlight employees on company.
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A) EXTERNAL PUBLIC
Customers are an important external public. Today for all types of organization
communication with customers or consumers is the job and
responsibility of marketing or sales department but in
many organization where there is a lack of
communication between customers and
organization. The PR department has to come
forward to take initiative in communicating regularly
with customers. In recent times the consumer and
retail industry has faced some hard times with a
decrease in consumer spending and a tightened credit
market. Many retailers slashed expenses, including marketing, in order to
stay afloat and what has resulted is a marketplace that is considerably quieter in terms
of businesses promoting their brands.
Now, with the light starting to shine at the end of the tunnel and consumer confidence
beginning to rise, the time is ripe for businesses to stand up, be heard and tell their
story.
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PR IN MEDIA RELATION
MEDIA OR PRESS:
The relationship between the news media
and the PR industry is a complex and
increasingly symbiotic one. The media is
the central vehicle for much of the PR
industry's messages. PR practitioners want
to place their stories in the news or other
publications and programmers. Without
being able to do this, PR would lose one of
its main avenues for communication with the public.
The media in turn has become more dependent on PR to supply content to fill air time
or column inches. Whilst newspapers have been steadily shedding staff over the last
couple of decades they have simultaneously managed to produce ever thicker
publications, and the ever growing ranks of PR are happy to help fill the pages.
The power of the big agencies and spin doctor goes beyond this however. As the
primary point of contact between businesses and the media, PR people can control
access to information which journalists want. This gives them tremendous leverage in
negotiating with journalists, as they are in a position to refuse information. Magazine
editor, Mark Dowie, comments "even the most energetic reporters know that they have
to be somewhat deferential in the presence of a powerful publicist. No one on a national
beat can afford to get on the wrong side of a Frank Mickiewicz or a Harold Burson,
knowing that their firms [Hill & Knowlton and Burson-Marsteller] together represent a
third of the most quotable sources in the country."
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COMMUNITY:
Building local community relationships can be the most important communication
activity undertaken by an organisation, yet it is often overlooked. As a public relations
consultancy with a strong focus on franchise businesses amongst others, it is a priority
goal we set for our clients to develop a solid, ongoing and reliable community relations
program.
For local businesses and franchises, it
is important to get to know your
neighbourhood and to get involved
with local initiatives. This will in turn
help raise awareness of your business
and services, as well as being a great
opportunity to get to know your competitors. Since any organization can expect to
communicate with a range of community audiences including employees, shareholders,
creditors, consumers, the media, the general public and government agencies, an
effective communication plan need to be implemented. Below are some suggested
activities which, when used as a tool with an effective communication strategy and PR
plan, can be highly effective in raising awareness of your business within your
community.
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GOVERNMENT:
The relationship between government and the PR industry is a long and intimate one. Many top lobbyists begin their careers working in political circles, and many top PR people have worked in government. Government spin doctors and their commercial counterparts use the same skills and techniques to accomplish the same goal; to create a favorable public image in the media. Several top PR people have man. Well-connected individuals exploit their political contacts on behalf of clients, providing access to key individuals. Nowadays lobbying companies maintain extensive files on politicians and other influential people so as to know who best to approach and in what way, in order to further a campaign. As with other areas of PR lobbying has become a more challenging discipline. According to a Hill and Knowlton executive, "You can't just show up with a bottle of Wild Turkey and get your topic on the hearing schedule anymore. You have to work with staffers, and you have to be more aware of alliances and petty fights on the Hill. It's just not easy aged to reach the top in both the governmental and business worlds.
QUALIFICATION OF PRO
1) Excellent communication, interpersonal and writing skills
2) Drive, competence, flexibility and a willingness to learn;
3) Excellent organizational and time management skills with the ability to
multitask;
4) Ability to cope with pressure;
5) Creativity, imagination and initiative;
6) Good teamwork, analytical and problem-solving skills;
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7) Business awareness and a good knowledge of current affairs.
PUBLIC RELATIONS – TOOLS
You already know that in the process of public relations, any message is used to target
a particular audience. Let us take the example of a school principal who
Has to address her students before their exams. She will have to prepare her
Talk effectively so that the students feel encouraged and motivated.
All these are examples of tools or techniques used in public relations.
Let us now broadly classify the PR tools used to communicate to the public.
o Oral communicationo Printed and graphic communicationo Print mediao Outdoor media (electronic displays, hoardings, posters)o Broadcast media (radio, television, films)o Other media (websites, endorsements, exhibitions)
ORAL COMMUNICATION
You may recall what you have learnt about interpersonal communication in
the first module. It is a two way communication. Let us consider the example of a
conversation between a student and a teacher:
The student has not done well in her exams and the teacher wants to talk to
her to find out the reason for her failure in the exam. The student is given an
Opportunity to express her problems and the teacher tries to console her and
Guide her so that she can do better in the next exam. This is an example of oral
Communication between a student and a teacher.
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Oral communication is similar to interpersonal communication where there is
a two way communication. This is also called face to face communication or person
To person communication. This was the only form of communication when there
Were no means of modern communication?
Oral communication is a an effective PR tool which allows for questions and
Clarifications.
SPEECH AND INTERVIEW
You must have heard or seen the Prime Minister or President addressing
the
Public on special occasions like Independence Day through the radio or
Television. Have you found their talk impressive? What have you learnt from
Their messages?
This is an example of a speech which is a primary form of oral
communication.
A good speech helps in effectively communicating to the public. If the speech is
Delivered before a live audience, it provides an environment for a two-way
Communication.
You must have heard of the term ‘interview’. You may even have heard
or seen an interview with a film star or cricketer on radio or television.
Now let us understand what the term ‘interview’ means. Interview is another
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form of oral communication where you find one person asking questions and the
other answering them. The former is called an interviewer and the latter the
Interviewee. In this method, the interviewee gets an opportunity to impress the
Audience, fulfilling one of the goals of public relations.
PRINTED AND GRAPHIC COMMUNICATION
Fliers
Have you come across single printed sheets of paper that are
distributed along
With your daily newspaper? You find that these give information about summer
Classes for children during school vacation, eating places in the neighborhood,
Facilities offered by schools etc. You can see that they provide a lot of useful
Information about various services in your locality.
These sheets of paper which provide information are commonly referred to as
Fliers or handbills.
Therefore we can say that:
Fliers
1. represent the simplest and easiest form of information tools used in public
Relations.
2. were the first written material used for public relations
3. Are unfolded sheets posted on bulletin boards, delivered by mail or
distributed by hand?
4. Present a single message rather than a series of separate message units.
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5. time specific and address a particular event
6. Serve awareness objectives through information.
Fliers can be made effective by enhancing their visual appeal.
o Brochures
When the message to be conveyed must last longer in the minds
of the audience, then one sheet of information, as in a flier, may not be sufficient.
In such a
Case, a multi-page publication or in other words, more than one page of printed
Matter, is produced as a PR tool.
Depending on their size and purpose for which they are developed,
they are called leaflets, folders or pamphlets. All these publications are called
brochures.
We can therefore define a brochure as follows:
‘Folded sheet of information which can be read like a book and provides
Information which is relevant over a longer period of time’.
PRESS RELEASE
Let us now study about a press release which is different from the other
forms of printed communication that you have so far studied.
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A press release is the most important form of written communication used
by public relations professional to announce something to the media. It is mailed,
Faxed or e-mailed to the media.
How is a press release developed?
The text of the press release is written in the form of a story with an attractive
Heading so that the media
quickly grasps and circulates the
message through
Newspapers/radio/television/
internet.
PRINT MEDIA
You have learnt in an earlier
module that newspapers and
magazines form a part of print media. Now let us see how print media is used as a PR
tool. You must
Have seen several advertisements appearing in newspapers and magazines. What
Do they consist of? They consist of textual messages as well as some visuals or
Pictures. These advertisements are examples of PR tools used in the print media. They
are worked out effectively to attract the reader’s attention away from
Other competing advertisements.
OUTDOOR MEDIA
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Have you seen huge boards displaying messages on a particular brand of
mobile phone and dazzling in the night sky. This is what is called a hoarding and these
Days you find that many of the hoardings are electronically operated (electronic
Hoarding) to make them attractive and catch the attention of the viewers. This is
An example of an outdoor medium which is a popular tool used in public relations.
Likewise, you must have read messages on milk and milk products written on
Bus panels and on huge boards at bus terminals, airports and railway stations
Where a lot of people come together. These forms of communication are
Commonly referred to as poster media.
Here, you will notice that the emphasis is on the visual messages or what
is visible to the audience. The poster message carries a strong illustration with a
Meaningful headline. This form of communication is used to remind the audience
About a certain product or idea.
Another form of outdoor medium is huge balloons suspended in the air with
a message written on them. These are hot air balloons which can easily capture
The attention of the public and thus help in public relations.
BROADCAST MEDIA
You hear messages and music through this medium. The characteristic
feature here is the sound which creates an impact on the listeners. Radio
advertisements which combine music and messages are a typical example used
for public relations.
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Similarly, take the case of television. Here, you can see pictures or
images as
Well as hear a message or music. These images have certain characteristic
features.
They are seen to move as well as make sounds, thus creating a huge impact on
Viewers. Reality music and dance shows, cricket matches which are sponsored
By business organizations are examples of television being used to attract public
Attention to a particular product.
OTHER FORMS OF MEDIA
WEBSITES
Where do you find a website? On
the internet? Some of you would have also seen
a website.
Let us understand what a website
is? A website is a collection of web pages and images which is accessible to the public
through the internet. Consider a situation when you have to travel to a particular city by
train. The easiest way to obtain information on trains going to that city has been made
possible by the Indian Railways through its website. You can even book tickets through
this website. Compare this with a situation in which you have to go all the way to the
railway booking counter for the same purpose. This is an example of a PR exercise by
the railways for the benefit of the public.
EXHIBITIONS
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Have you ever visited an exhibition? Then you would have seen several
products being displayed and sold in a large space in an open area or in huge halls.
You may have even bought a few items. You would also have come to know about
Several new products available in the market.
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HOUSE JOURNAL
It is difficult to know whether or not the target audience we wanted to reach out
to really had read, seen or listened to a message. In selective media, in contrast, the
target audience is identifiable. A house journal among others is a selective media and
we can identify the audience.
There are two types of house
journals: Internal and External.
The internal journal is one of the imps.
Tool for effective employee comm. The
external house journals, however, aim at
some segment of external ‘publics’ like
dealers, shareholders, etc. A third type is a
combination of both internal and external, meant for employees as well as external publics.
Objectives
The primary objective of a house journal is to create a forum foe exchange of
thought and vision on various issues concerning an organization and its employees. A
house journal, if carefully produced, serves as an imp. Link between a management and
its various employees. With corporations becoming larger, multi-dimensional and multi-
location, a house journal reaches employees belonging to different disciplines, cadres
and interests, thus bridging the gap and creating a fellow-feeling among them.
Formats of house journal differ depending on management philosophy and
availability of funds. Some may have a newspaper format and be just functional, while
some others could have a booklet form with varying degrees of lavishness.
How to bring out a House Journal
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The PR person is an org. ideally would be the editor of the house
journal. Before publishing the journal, decisions about its editorial
policy/objectives must be got approved from the management. A look at a house
journal can reveal whether the org. is opened or closed one. A journal of a closed
org. tends to be a one way channel of comm., putting the company’s views to the
employees. Such magazines are obsessed with coverage about top executives
specially the Chief executive Officer/Chairman/Managing Director of the
company. An open company on other hand ensures the editorial integrity of its
publication and could have its employees contributing the news item and articles.
The editor in this case will have the freedom to present stories acc. to readers’
interest. When the readers’ letters are published, employees have a genuine
opportunity to put forth their point of view, and the house journal, like any other
reading material, competes for reader’s time. Hence, if a journal is to meet its
comm. objectives, it must be attractive enough to compel attention and must be
of interest to those who read it.
Planning: - Developing a concept that best serves the company. Get management the
format (i.e., the size whether to have tabloid format or a magazine format) and
periodicity of the publication approved. This will, however, depend on the aims of the
journal, target audience, and availability of budget.
Organizing: - Once we have taken the approval of the management, we will have to organize
staff to get going with the job. The more frequent the no. Of issues, the greater the need for
more staff. It is advisable to develop a brand of freelancers / correspondents from among our
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external “publics”, if the house journal caters to them. We, however, have to take care of
stories, production, printing, mailing, etc. Is to be worked out and adhered to strictly.
Publishing: - We must inculcate the habit of planning several issues ahead in addition
to the one being worked on at the time. Being an editor, we must travel as much as we
can. We must be where the action is, to have first hand inf. About the event. As the
journal reflects the style of the editor, we must strive to develop a ‘personality’ for our
house journal.
Distribution: - The purpose of a house journal is not served till it reaches the target
audience. We must select the quickest and the most economical means possible to get
the journal into the hands of the readers. Some companies distribute the journals to
their employees at their work place; others mail it to their homes to ensure that it
reaches the family members as well. In order to get feedback, it will be appropriate to
include a questionnaire to elicit views about the articles which are liked most or disliked
by the employees, and the reasons for that. This will help in improving the content.
With the advent of video technology, many progressive companies have come out with
video magazines for employee comm. Cable TV network is used in their township to
reach out to the employees in their homes.
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PRESS RELEASE:
Meaning and Nature:
Press release means to make the news known publicly or allow making the news known
publicly; sometimes it is also called as handout or new release. The Press release is an
official statement issued by the government or the organization. Press release is the
most popular way of issuing news, information and article to the press or to give due
publicity. Every press release should be prepared carefully and preverified before it is
distributed. Sometimes the same may be sent to the broadcast media like radio and
television.
The government department and the commercial organizations prefer to send the press
release to the news agencies who in turn with the help of teleprinter network transmit to
the newspapers.
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In vase if the news has public interest in other countries, the press release may be
forwarded to the foreign new agencies like the BBC and the central office of information.
While preparing the Press release the PR department must collect detailed information.
In doing so it has to access to all the sources, authorities and powers within the
organization which is concerned directly.
In order to insure utilization by the press, timing of the Press release is a very important
factor.
Characteristics of a Good Press release:
(1)Brief:
A Press release should be brief and precise. It is seen that newspapers are always hard
pressed for space. If a release is brief and precise, its chances of getting included in the
newspaper will be brighter. Press release for rational newspapers should be shorter
than those which are meant for local newspapers.
(2)Simple language:
Press release should be drafted in a Simple language and conventional style. In
case the news item is not readable the reader either avoids or decides not to read
it which as good as not reading. Hence Press release must be prepared in lucid
style.
(3)Newsworthy:
Newsworthiness is the basic principle of a good Press release. If the news does
not have any news value, no one will be interested in reading it and no
newspaper would accept it for publication.
(4)Factual Truth:
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Integrity is one of the important principles of business communication and factual
truthfulness is a matter of integrity. One should realize that misrepresentation of
the facts with a view to misleading the public might bring immediate benefits but
it is bound to backfire sooner or later.
(5)Suitable for publication:
A Press release should be Suitable for publication in the journal or newspaper to which
it is sent. Company Press releases should not be sent to literary sports or any of the film
journals.
(6)Answers to Five W’s:
One should make it sure that the relevant among the 5 W’s—Why, When, Where, What
and Who. Why should be taken care of / It may not be possible to answer Why always.
But if these details are included, they give depth to the release.
Where? It reveals the location, which is also important.
When? Since old news is no news the timing of the press release is very important.
What? What happened that is newsworthy.
Who? Name the people involved as names are usually newsworthy.
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There
are few other points that can be kept in mind while preparing press release:
Every release should be accompanied with a covering letter.
The paragraphs should be kept short and they should be provided with
sub-headings if desirable.
Every release should be given a heading which is catchy and suggestive.
The first two paragraphs should be interesting giving the gist.
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PR IN CRISES MANAGEMENT
Crisis management is the process by which an organization deals with a major event
that threatens to harm the organization, its stakeholders, or the general public. The
study of crisis management originated with the large scale industrial and environmental
disasters in the 1980sThree elements are common to most definitions of crisis: (a) a
threat to the organization, (b) the element of surprise, and (c) a short decision
time. Argues that "crisis is a process of transformation where the old system can no
longer be maintained." Therefore the fourth defining quality is the need for change. If
change is not needed, the event could more accurately be described as a failure or
incident.
In contrast to risk management, which involves assessing potential threats and finding
the best ways to avoid those threats, crisis management involves dealing with threats
before, during, and after they have occurred. It is a discipline within the broader context
of management consisting of skills and techniques required to identify, assess,
understand, and cope with a serious situation, especially from the moment it first occurs
to the point that recovery procedures start.
Crisis management consists of:
Methods used to respond to both the reality and perception of crises.
Establishing metrics to define what scenarios constitute a crisis and should consequently trigger the
necessary response mechanisms.
Communication that occurs within the response phase of emergency management scenarios.
Crisis management methods of a business or an organization are called Crisis Management Plan.
Crisis management is occasionally referred to as incident management; although several industry
specialists such as Peter Power argue that the term crisis management is more accurate. [4]
A crisis mindset requires the ability to think of the worst-case scenario while simultaneously suggesting
numerous solutions. Trial and error is an accepted discipline, as the first line of defense might not work. It
is necessary to maintain a list of contingency plans and to be always on alert. Organizations and