João José Forni, professor and expert in crisis management

Can the possibility of a Brazilian crisis contribute with a greater maturity in the PR agencies? João José Forni, professor and expert in crisis management, is who will answer this question.

“There was a time when advertising agencies peaked. In recent years, PR agencies grew and occupied space in public and private companies”, he says.

João José Forni, expert in crisis management

PR Interview: What skills do the communicator needs to understand the real impact of a crisis?

João José Forni: At first, he must have a thorough knowledge of the organization. If he does not know it, he will have difficulties to draw a strategy and assess the impacts of the crisis in business or organization’s reputation.  He also needs to know the basics of crisis management in order to indicate the best way to the client.

PR Interview: Is it possible to use the crisis, for example, to enhance the release of a client in the media?

João José Forni: It depends. There is a current crisis management that says if the client has a serious crisis, the moment of crisis may not be the best to release the client, even if that client is managing the crisis well. Another current says: the company has a command, a leader who manages the crisis, and the company needs to continue to function normally. In this case, there is no reason to stop releasing the client in the media.

PR Interview: Must the PR agencies protect themselves from a potential crisis?

João José Forni: Of course. The PR agencies have a strategic role in a corporate crisis. We defend, in extreme cases, the presence of the PR agency in the Crisis Committee of the organization.

PR Interview: What is the best way to anticipate a crisis?

João José Forni: Statistics show and experts already have a consensus that most of the crisis does not come by surprise. This makes it easier to anticipate and to plan. You must know the signs that lead the organization to a crisis.

PR Interview: To finish, can the possibility of a Brazilian crisis contribute with a greater maturity in the PR agencies?

João José Forni: I believe that the time is ripe for growth and increasing professionalization of PR agencies. There was a time when advertising agencies peaked. In recent years, PR agencies grew and occupied space in public and private companies.

IN THE NEXT POST:

Interview with Shawn Ramsey, principal da Crossroads PR (United States)