Mcbride Financial Services Public Communication

McBride Financial Services Public Communication

James Renwick

Com/480 Communication Capstone

Claudia Newton

December 15, 2008

McBride Financial Services Public Communication

Journalism and Public Relations can be either the nail in the coffin of an organization in crisis or the first steps to rebuilding the image, and bottom line, of an organization in crisis. Effective management of communication between a company and the public is crucial because with many stakeholders of a company, public communication is as direct as the communication can be. A company in crisis must not present that crisis to the public, or the organization may be crippled by the negative impression presented in the media.

Public Relations and Public Affairs Roles

As Patterson states, “Perception is truth and the media creates the perception following a crisis,” (Patterson, 2004, pg. 13). While the roles of public relations and public affairs at McBride Financial Systems might be broad and encompassing during times of high confidence and high profit during a crisis such as the economic downturn the economy and company are facing right now public relations and public affairs must focus all of their energy on one singular goal: Present the best face of the organization at all times. By using a combination of paid advertising and well placed free media, McBride can start the process of calming their internal and external clients as well as reassuring potential customers that the company is strong and on the rise.

One of the biggest fears for new and existing clients at McBride Financial Services during the current economic climate is likely the solvency of the company itself. Buying a house is often the biggest investment an American will make in their lifetime. When making such an investment the last thing the consumer wants to hear or read is that the company responsible for shepherding that investment is in turmoil. Regardless of the climate within McBride Financial...