Managing a Crisis is as Important as Taking Ownership of It!

Communication is important in public relations activities in the public sector, which relies on communication and cooperation between those who govern and those who are governed. Evaluating how communication should be established and the process managed during crisis periods, Dr. Nejla Polat stated that the two-way symmetrical model is the preferred communication model in democratic administrations. Polat, reminding of the importance of taking ownership of a crisis, notes that timely intervention and being a reliable source of information are effective in crisis management.  

Public Relations in the Public Sector Should Be Two-Way 

Dr. Nejla Polat, Faculty Member at Üsküdar Üniversitesi Faculty of Communication, Department of Public Relations and Advertising, evaluated the structure of communication in public relations in the public sector. 

Polat stated that the structure of communication in public relations activities in the public sector, which is based on communication and cooperation between those who govern and those who are governed, should be two-way, saying, “The most important mission of public institutions is to carry out activities that provide public benefit and to continuously and stably provide public services to meet the needs and expectations of target audiences by identifying them. Therefore, there is a need for public relations around the principles of establishing and maintaining a dialogue-based relationship with target audiences; establishing and protecting mutual understanding, goodwill, and trust; serving the public interest; and gaining the support of target audiences.”

Public Relations Models in the Public Sector

Dr. Nejla Polat stated that with the development of information and communication technologies and easier access to information, the two-way symmetrical model has become more suitable for public relations activities in the public sector. She also listed the communication models in the historical process as follows: 
Press Agentry/Publicity Model: This involves one-way message transmission from source to receiver. It is a communication model where the accuracy of the information forming the message can be debated. 

Public Information Model: Although it involves a one-way message transmission process, it is a communication model where complete, accurate, and full information is conveyed to target audiences. Organizations engage in activities reminiscent of press spokespersons. 

Two-Way Asymmetrical (Scientific Persuasion) Model: This model features a two-way message flow aimed at persuading target audiences to support the institution and adopt its viewpoint. Behavioral research and social science theories are used to gain public support.  However, it is asymmetrical because the organization's policy is not changed based on the information gathered. 
Two-Way Symmetrical Model: This is a two-way communication model based on a culture of mutual dialogue and compromise between the institution and its target audiences, where feedback from the target audience is evaluated by the institution and influences the institution's policy. Its advocates are theorists and educators. 

Public Information Model is Insufficient

Polat stated that the public information model is the most commonly used communication model in public institutions, saying, “In this model, institutions inform target audiences about themselves and their activities. There is a one-way flow of information. The public information model can play an important role in promoting public institutions, but it falls short in terms of recognizing target audiences. Here, it is seen that there is a one-way flow of information from state administration to citizens, and citizens are passive in terms of participation.”
Nejla Polat also stated that the scientific persuasion method is sometimes used in public institutions to persuade the public on a certain issue and gain their consent, evaluating it as, “The scientific persuasion method aims to change, develop, or reinforce public attitudes and behaviors. To achieve this goal, overlapping emotional and logical approaches are employed. However, public opinion is not important in determining the institution's policy. Therefore, the scientific persuasion method is criticized.” 

Two-Way Communication Should Be Implemented 

Polat noted that in countries where a democratic governance approach prevails today, the two-way symmetrical model is the preferred communication model for public relations, stating, “This model is preferred because it serves the purpose of creating mutual benefit, trust, and dialogue between those who govern and those who are governed. It is a two-way relationship where feedback from citizens to the state is provided. This relationship requires taking citizens' views and supplying their information needs.”

Managers Are Expected to Be Conciliatory and Accountable

Polat emphasized that in democracies, managers are expected to act within a conciliatory, transparent, accountable, ethical, and responsible management approach, continuing her words: “Public relations communication, which is entrusted with an important intermediary function in ensuring direct public participation or obtaining their approval; is the most effective way to gain citizens' trust and support by informing them with principles of openness and transparency. Adopting the two-way symmetrical communication style necessary for effective communication, ensuring participation, and creating common ground among target audiences with different interests through two-way communication are possible with the public relations method. 
Furthermore, identifying public expectations and meeting their needs, ensuring communication between those who govern and those who are governed, and raising public awareness and developing consciousness levels on various issues are also important.” 

If Information Needs Are Not Met, Misinformation Increases

Polat pointed out that during crisis periods, the need for information increases, and it becomes crucial to inform the public accurately and quickly, stating, “Failure to meet the public's information needs during a crisis will increase the spread of misinformation, making crisis communication more difficult to manage. Timely intervention, statements made by authorities free from contradiction, explaining the management's approach to the crisis with existing information, taking ownership of the crisis, and being a reliable source of news are fundamental conditions. During a crisis, the trust and support of the media and other stakeholders are needed more than ever. Incorrect or incomplete information causes the media to remain indifferent to subsequent developments, making it harder to reach the target audience and rebuild shaken trust.”