Module 9: Find an example of a public relations ‘crisis’ within the last two months. What was done to cope with the crisis? In your opinion, has the action helped or hindered the organisation’s reputation? (Consider public agencies as well as private companies).
Source: Special Broadcasting Service
Wilcox et al. (2013 p.168) describes an action that crisis management experts in public relations know as “stealing thunder”. This term is used when an organisation is able to realise conflict at an early stage and reduce the amount of damage the organisation is to deal with and in a best case scenario, use to their advantage.
At 8.30pm on the 6th of May this year, the Special Broadcasting Service or SBS, aired it’s first episode of a highly anticipated three part documentary series. The aptly titled “Struggle Street” however was already a popular talking point around dinner tables, lunch rooms and offices nationwide due to the mainstream media attention it was receiving for all the wrong reasons. Participants in the program and the wider community of Mount Druitt were outraged at the way in which they were portrayed in the televised promo.
Blacktown community mayor Stephen Bali especially took considerable offence, so much so that he ordered a dozen garbage truck drivers to create a blockade of SBS headquarters as can be seen below.
Source: The Guardian
According to Galvin (2015):
Nearly 1.5 million people have seen the controversial first episode, which is a record since the current OzTAM ratings system started in 2001 and doubtless due in large part to publicity from a protest staged by Blacktown Council.
This sudden increased publicity may have been perceived as detrimental to the SBS, but by acting quickly and accordingly, the spotlight was able to be used as free advertising from rival networks. Addressing some of the groups demands, but not overreacting and pulling the plug completely saw that the storm was weathered well. An example of the heated discussion sparked by the show, courtesy of the Australian Broadcasting Company’s program Q&A is available for view here. Inevitably after airing the negative hype surrounding the documentary series proved to be unwarranted and merely provided new levels of success.
References
Galvin, N 2015, ‘Struggle Street: SBS ponders how to follow ratings smash’, Sydney Morning Herald, 15 May, viewed 16 May 2015, http://www.smh.com.au/entertainment/tv-and-radio/struggle-street-sbs-ponders-how-to-follow-ratings-smash-20150515-gh2g03.html.
Garbage trucks, n.d. digital image, viewed 6 May 2015, http://www.theguardian.com/media/2015/may/06/george-newhouse-looks-at-defamation-suit-for-struggle-street-residents.
McMahon, N 2015, ‘Q&A recap: Struggle Street sparks heated debate and smart question from school student’, Sydney Morning Herald, 12 May, viewed 16 May 2015, http://www.smh.com.au/entertainment/tv-and-radio/qa-recap-struggle-street-sparks-heated-debate-and-smart-question-from-school-student-20150512-ggzc16.html.
Struggle Street, n.d. digital image, viewed 6 May 2015, http://www.sbs.com.au/mediacentre/.
Wilcox, D, Cameron, G, Reber, B & Shin, J 2013, Think public relations, Pearson Education, New Jersey.
Anthony Norris CQU Student Blog 
May 6th, 2015 at 10:17 am
This will be an interesting one, seeing that all the other main networks have been giving it publicity, which SBS could consider as positive as it will ultimately receive more viewers. So what constitutes negative publicity or a PR crisis, if it results in more viewers? Maybe tomorrow after the screening, some light will be shed.
May 6th, 2015 at 10:19 am
I think ultimately I will argue it as being a good thing due to the added free publicity.
May 7th, 2015 at 9:32 am
Ahh yes of course. I forgot we could pick positive crises as well. Good idea.