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広報マニュアル:Crisis management(05

5.社員に状況・事実関係の周知徹底を


 全社員に状況と・事実関係、会社としての対策方針を素早く、正しく伝える事で、企業として一貫した姿勢を確立できます。つまり社員一人ひとりが広報担当者となり、お客様や取引先と言ったステークホルダーの方達と接し、情報を伝える事で適切な情報管理にも繋がります。
 それを怠ると誇張された情報や噂ばかりが社員に広まり、不安や動揺を招く事になります。そして社員と接触するお客様や取引先と言ったステークホルダーを始め、現地に取材に来た報道機関の記者達が、当事者である企業の社員が状況・事実関係を理解していないと受け取られ、報道される事で社会の不安と怒りを買う事に繋がります。




6.報道機関には定期的な報告を


 社会的影響が大きな事故・災害の場合、報道機関の取材スケジュールとは関係なく、スポークスマンまたは広報担当者が事後経過を定期的に経過リポートとしてまとめ、報道機関へ報告します。未曾有の災害だった阪神淡路大震災では、毎日決まった時間に、例え発表事項が無くても定例会見を行い、質疑応答と言う形で情報提供する事で、情報管理を徹底できたという事例があります。




7.情報提供は原稿締切時間を考慮する


 報道機関への情報提供は、出来る限りそのメディアの原稿締切時間、新聞だと翌日の朝刊に間に合わせるため、午後6時くらいまでに、またテレビだと夕方のニュースに間に合うよう午後4時くらいまでにと、締切時間を考慮して行わなければなりません。




8.情報の流れは一本化する


 事故・災害の祭には、事故連絡規定に準じ速やかに報告しますが、社会的影響が大きいと判断されると、災害対策本部や事故対策本部が設置され、事故・災害の処理に当たります。その場合 ●対策本部 > ●広報課 > ●報道機関 と言うように、報道機関への情報提供は情報の交錯・誤報を防ぐために、広報課から一本化して提供する事になります。




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