Description

            The dilemma of externally generated information rapidly disseminated on social media and other mediums impacts the organizations public relations functions in various ways. If true the first impact, the organization loses control of the release of the information. Forcing them to go on the offensive to counter the leak of valuable information that the organization considered timely and sensitive material to the business. If the information is false and is, disseminated on social media and other communication mediums the results could lead to catastrophic conditions for the organization. The public relations functions would immediately go on the defensive to assure stockholders and all other concerned parties that the information is false. The company simultaneously go’s on the offensive with the correct information regarding the externally generated material that damaged the originations reputation.

            In some situations, the overzealous media will generate information that implements an organizations association to an incident that was true but the organization had no stock in the incident and suffered. In the city of Fort Wayne, Indiana, a black owned and operated youth sports organization named Metro Youth Sports, with a sterling record of 47 years of service to the community suffered a public relations nightmare when the headlines read, “Youth football coach charged with raping player’s sisters “Ref:.www.wane.com Sep12,2018. The article gave details of how the coach picked up the young child and was giving her a ride to cheerleader tryouts. The media associated the organization with the coach and this horrific unfathomable crime on an innocent child. The backlash on social media towards the coach, of course and Metro Youth Sports Incorporated raged without any empathy or benefit of the doubt for this long-standing icon of the Fort Wayne community

            The next day the headlines read, Metro Youth Sports denounces former football coach. Ref wpta.com Sep 13, 2018.  Metro Youth Sports public relations teams organizes a  news conference to clarify  certain fact , that included that the coach picked the child up in June, Metro Youth Sports football and cheerleading program starts August 1st.  The other fact released by the organization, the perpetrator of this heinous act coached in the organizations years prior to this incident and passed nationwide background checks and he no longer affiliated with the league. The biggest impact on the organizations public relations team , staying in front and in the know of what information, true or false is being disseminated and attack all situations aggressively .