Category: Communication

Executive Summary

This proposal provides an analysis of an incident at Disneys Grand Floridian Resort and Spa and suggests the crisis communication plan for dealing with the issue. The paper begins by giving a short description of the event. It will then go on to outline the plan for managing the impact of the crisis and provide a detailed explanation for each step that must be taken. The main issues addressed in this part: a) crisis communication team; b) analysis of the external data; c) issuing the statement.

The next section will examine the resources that need to be allocated to the project. It will be followed by a brief narrative of the project that would articulate the main focus of the study. The next section will provide a timeline of the incident. The remaining part of the paper will present an overview of the actions that must be undertaken to achieve goals stated in previous parts of the proposal.

Recommendations discussed include: issuing a brief statement regarding the incident on the Disneys Grand Floridian Resort and Spa website that would express companys concern and provide support to the family of the boy; keeping the website constantly updated as the situation develops; installations of signs warning guests about the presence of alligators.

Proposal

Issue

On June 15, 2016, a 2-year-old boy, the visitor of the Disneys Grand Floridian Resort and Spa, was pulled into the water by an alligator (McLaughlin et al. par. 1). The family from Nebraska was on the shore of the Seven Seas lagoon when the attack happened. The boys parents, Matt and Melissa Graves were watching an open-air film while the toddler was playing at the waters edge.

A spokesman for the Orange County Sheriffs Office, Jeff Williamson, reported that the boy was about a foot in, maybe ankle-deep or a little higher in water (Luscombe par. 8). He also added that there was no evidence that the boy was swimming when the attack happened. A further report suggests that the toddlers father made an unsuccessful attempt to fight the alligator. After a 16-hour search and rescue mission conducted by a search party consisting of 50 people and employing alligator trackers, sonar equipment, marine units and divers, the boys body was found and recovered. (Luscombe par. 17).

Orange County Sheriff Jerry Demings stated at a press conference that there was no doubt that the child was drowned by the alligator (Luscombe par. 4). The report of the executive director of the Florida Fish and Wildlife Conservation Commission (FWC) Nick Wiley states that their personnel captured five crocodiles in the lagoon after the incident (Luscombe par. 15). FWC official confirmed that the lakes shoreline did not have signs indicating the presence of alligators; only the signs forbidding swimming were present. He went on to call the alligator attack an isolated incident (Luscombe par. 15).

Plan

It is a responsibility of a head of crisis communication to devise a detailed crisis management plan before an emergency happens. It must include key operations, procedures and backup processes guaranteeing visitors and staffs safety. It also has to minimize the impact of an incident on the operation of the enterprise and reduce the negative emotional effects of the emergency (Underwood 2)

It should also include a comprehensive description of the evacuation procedures and detailed instructions for the aftermath of the emergency (Fearn-Banks 306). A crisis communication plan is often considered a primary instrument of preparedness and it must be a part of a crisis management plan (Fearn-Banks 306). An evaluation form is an important part of the crisis communication plan. It helps determine effective and ineffective steps that were taken when dealing with a crisis (Fearn-Banks 306).

When dealing with an emergency, the head of crisis communication has to carefully follow a crisis communication plan. He or she will compile a list of key publics that have to be notified of the emergency. It will include external and internal publics such as board members, shareholders, investors, customers, officials, media, clients, employees and legal representatives among others (Fearn-Banks 308).

Each public has to be notified through pre-established communication channels. The preselected communication team members must also be reached using appropriate means. The major media statement will be either written or approved by the head of crisis communication. The media spokesperson or spokespersons that are sufficiently educated about the technical details of the emergency will be assigned (Fearn-Banks 308).

Strategy

The head of crisis communication will gather the crisis communication team in the control room. The team will notify external publics using a pre-established communication system. Internal publics will learn about the incident through the internal telephone system with the established telephone tree, where every group in the network is responsible for making calls to others in a chain (Fearn-Banks 309).

Board members will be notified about the emergency via telephone and e-mail. The media will be reached through the news release, phone call, e-mail or fax (Fearn-Banks 310). Other external publics will be notified using social media networks. The crisis communication team will start drafting news statements and contacting the media. The designated spokespersons must also be present in the control room. They will be briefed on the technical aspects of the issue as well as presented with the media statement draft for rehearsal (Fearn-Banks 311). Disneys legal advisers will be consulted before issuing a press release.

The crisis communication team will be responsible for conducting an external analysis of the situation. They will gather and analyze all external data related to the incident from the media. Blogs and social media relevant to the operation of the business will be closely monitored (Fearn-Banks 317). It will help to achieve symmetrical communication with the blogosphere. The predesigned Twitter and Facebook messages will be proactively issued. This must also be done to prevent media from adopting unreasonably strong language as well as to have control over the development of the situation.

The crisis communication team will draft a brief statement regarding the nature of the incident for the companys website. At the begging, it will simply acknowledge the event. It will be updated with new information, as the situation develops. Stating on Disneys website will significantly reduce the number of reporters trying to contact the company and will help mitigate the crisis recovery process. The concern of the organization will be unequivocally expressed and information will be current and accurate. Updates on the investigation and the search and rescue operation will be regularly posted on the website.

Resources

The head of crisis communication is responsible for the allocation of resources during the emergency response. In the initial phase of the crisis, the appropriate decision related to communication operations must be taken (ORISE par. 12). Anticipated duration of the response will be assessed and human and material resources will be allocated.

The crisis communication team is expected to work up to 12 hours per day and it will consist of 20 core group representatives. Additional members of the team will be deployed to cover for those who need rest. Communications workers responding to the phone calls from the public will be expected to work in three 8-hour shifts to cover three to five 24-hour periods (ORISE par. 22).

Press assistants and media information officers will also work in the same manner. Additional phone lines will be allocated to handle all calls in the most efficient manner (ORISE par. 22). The crisis communication team will be provided with the following supplies and equipment: bulletins and chalkboards, laptops, printers, mobile phones, office stationery, press kits, printed copies of crisis management and crisis communication plans, company quality control procedures, annual and safety records among other documents (Fearn-Banks 317).

Topic

When a crisis occurs, the effective communication strategies with the news and social media, along with the external and internal publics, are the key to the reduction of the negative effects of the emergency (Fearn-Banks 33).

The study focuses on the development of a strategic crisis communication plan. It is important to have a comprehensive communication strategy as a part of a crisis management plan before an emergency happens. Following it, the head of crisis communication will be able to start communication with all involved publics in the first hour after receiving a notification about the crisis (Fearn-Banks 33). The focus would also be on communication with the media.

There are four stages of news media coverage. The first stage follows the first notification of an event and is called breaking news stage. It can last from one to several days and usually ends when more details about the incident become available (Fearn-Banks 35). The second stage involves discussion of the concrete facts about the emergency when the new and detailed information can be broadcasted.

The third stage of media coverage usually deals with the aftermath of the event and an analysis of the story. At this point, the media might discuss how victims are coping with the tragedy (Fearn-Banks 35). The last stage includes an evaluation of the crisis and a critical analysis of the response to the event. It might include an overview of the learned lessons and be revisited lately. The head of crisis communication must clearly understand these critical points in media coverage to better control the development of the story.

Timeline

June 15, 2016:

• 9:15 p.m.The alligator suddenly pulled a 2-year-old boy into the water.
• 9:16 p.m.911 received a call reporting the incident.

June 16, 2016:

• 10:38 p.m.The search and rescue mission began.
• 11:15 a.m.The Orange County Sheriffs Office held a news conference (Security Tightened at Disney par. 2).
• 12:30 p.m.The Florida Fish and Wildlife Conservation Commissions spokesperson reported that five alligators were captured and euthanized (Security Tightened at Disney par. 2).
• 2:52 p.m.Security staff members of the Grand Floridian Resort started patrolling the property and do not allow guests without confirmed reservations on-site (Security Tightened at Disney par. 2).
• 3:00 p.m.Sheriff Jerry Demings reported that the recovery mission became somewhat complicated (Security Tightened at Disney par. 1).
• 1:45 p.m.The toddlers body was spotted (Security Tightened at Disney par. 2).
• 3:30 p.m.The body was recovered (Security Tightened at Disney par. 2).

Family

The vice president of Walt Disney Resort expressed his sympathy to the family of the boy: Everyone here at the Walt Disney World Resort is devastated by this tragic accident. Our thoughts are with the family. We are helping the family and doing everything we can to assist law enforcement (Chuck, Helsel and Walters par. 9).

Project management

There are three potential outcomes of the crisis: a) the resort goes out of business and the key executives get involved in the litigation; b) the organization loses its financial position and acquires a negative image in the publics eyes; c) the resort does not lose its reputation and has a favorable public opinion (Fearn-Banks 34). The head of crisis communication must organize the work of the crisis communication team in such a manner that they would be able to save the companys image during and after the crisis.

During the first stage of crisis when the media does not have many details about the incident, the preselected communication team members will be focused on the draft of the media statement. It will be approved by the head of the crisis communication and legal advisers of the company. All blogs and social media networks will be closely monitored. The data from it will be gathered and analyzed. The team for answering media calls will be gathered and briefed.

Recommendations

It is important to have a brief statement regarding the incident posted on Disneys Grand Floridian Resort and Spa website. The company should express its concern and provide support to the family of the boy. As the situation develops, the short and regular updates about the progress of the search and rescue mission have to appear on the website. The company should also install signs warning guests about the presence of alligators.

Works Cited

Chuck, Elizabeth, Phil Helsel and Shamar Walters. Body of 2-Year-Old Dragged Into Water by Alligator Near Disney Found: Sheriff. 2016.

Fearn-Banks, Kathleen. Crisis Communications. New York: Routledge, 2011. Print.

Luscombe, Richard. Body of Two-Year-Old Attacked by Alligator at Disney World Recovered From Lake. 16 Jun. 2016.

McLaughlin, Eliott, Joshua Berlinger, Ashley Fantz and Steve Almasy. Disney Gator Attack: 2-Year-Old Boy Found Dead. 16 Jun. 2016.

ORISE. Essential Principles. n.d.

Security Tightened at Disney. 2016.

Underwood, Geoff. Crisis Management Planning in Zoological Institutions. n.d.

Social Exchange Theory

Social Exchange Theory explains social stability as a negotiated exchange process between two parties. The theory majorly addresses how people perceive cost and reward of interaction with the others. Costs are negative values that a person sees in a relationship for example the negative sides of a partner and the amount of effort and time spend in a relationship. On the other hand, rewards are the positive values of the relations, such as support, companionship and acceptance (Griffin 114).

In real life, I have seen couples breaking up because one thinks that he puts too much effort and cost into maintaining that relationship as compared to the partner. Many people make decisions based on the level of personal satisfaction they get from it or the time they spend in the relationship and whether they are compatible or not. Those people who receive more in relations as compared to what they give are usually happier.

However, other people may feel that a relationship is not fulfilling if they give more and receive less. Such kinds of people usually look for low-cost relationships; that is what they can afford and receive in return as they give. There is always a phrase stating that it is better to give, than receive. But according to social exchange theory, this is not the case since most people make decisions based on self-serving (Griffin 124).

Actually, there is no self sacrifice in most relationships, people always expect some benefits. I scratch your back, and you scratch mine is a phrase that can be used to express this condition in social relationships (Griffin 127). I have also cases where a person decides to stay in a relationship even if it is costly simply because they do not have any other option. This person partly conforms to social exchange theory where people usually consider if a relationship is worth maintaining taking into account the benefits attained from the rewards. In this case, he does not consider whether the relationship benefits him; even if the cost is much more than rewards, he/she will maintain that relationship.

Social penetration theory

Social penetration theory mainly describes the vibrant closeness in a relationship. This theory states that closeness is a gradual process that eventually leads to self-disclosure.

When two people meet to get to know each other, initially, they will not be very open to each other. However, as time goes by and they get to know each other more, they develop closeness and mutual trust which eventually lead to self-disclosure. They begin to voluntarily share their feelings, history, secrets, values and attitudes. They actually begin to become transparent with each other about who they are and what life experience they have.

There are depth and breadth layers which shed away as two people get to know each other more; there are different topics that the two have shared concerning their lives while the amount of information shared on topics they discuss incorporates depth. People usually have private details concerning what they think and feel, and as their relationship grows, they begin to reveal their own attitude towards life in a broader and deeper way. This facilitates exchange of feelings and information.

Self-disclosure occurs out of mutual trust and closeness in a relationship. The two begin to become vulnerable to each other and this when you find a person gives a dresser drawer to his partner. However, it is important to be extra cautious before exposing your true feelings because it is hard to know the true feelings and thoughts of another person. The outcome will depend greatly on the reward and cost of the relationship. Early reward/cost usually has strong and positive impact on the reactions of a person when the partner decides to open up.

Cultural approach to organizations

Every organization in the world always has their own culture which is the means by which things that are happening within the organizations are shared. Each company is surrounded by an environment known as a corporate culture which is composed of the character, climate and image of the organization. Organizational culture can be learned through metaphors, stories and rituals since they convey corporate messages shared by employees.

Corporate stories are information that management share with their employees while personal stories are employees personal accounts that they share with other personnel in the organization to define their role in the company (Griffin 130).

This means that there are symbolic forms that most organizations use to communicate with people taking, for example, state football team which is composed of administration, players, coaches and training staff. It is the teams culture to have all these groups of people. The administration work is to tell corporate stories for the team while the coaches who are the managers of the team discuss how they view the players and the strategies.

The players, on the other hand, will tell personal stories where they can share their views about the coach or even other players. Players are not allowed to tell the same stories as the coach and this is part of the organizational culture which should be adhered to. Collegial stories are also told in the state football team whereby expected new players are discussed.

The organizational culture always everyone to air out their views concerning the new player. The ritual of the team is singing a particular song when the team wins. The organization also has a ritual of having cookout every year. This gives the team members the chance to freshen up as they wait for next season.

Works Cited

Griffin, Em. A First Look at Communication Theory. New York: McGraw-Hill Publishers, 2009. Print.

Gendered communication is a state in which groups of certain gender have tendency to use recognized or accepted communication style of the other gender. Gender inequalities and assumptions regarding the state of the relationships between individuals may be brought about by gender communication.

Gender can be described as a combination of individuals interactive, social, and psychological characteristics. Communication is described as a process whereby people allocate and express meaning to produce mutual understanding. Such process needs certain kinds of skills of interpersonal and intrapersonal processing, monitoring, talking, inquiring, listening, examining, and assessing. The use of communication promotes the event of cooperation and collaboration.

There are existences of several sorts of personal relations which are very important to everyones life in which gender plays an essential role. The most common example is romantic relationships. These occur in all kinds of relationships such as heterosexual, lesbian, bi-sexual, and gay, the partners gender will have effect on the communication in the relationships in addition to relational anticipations positioned on them from the culture in general (Trent & Friedenberg, 2008, p.147).

Some other interpersonal relationships take place at homes and with companionships where gender is considered as a consistent element. It is noticeably a growing up tendency that both boys and girls, at each and every family, obtain different treatment like in curfews and chores.

It is also noticeable that state of the male and female companionships, as both important, manifests themselves in different way. Gender communication is going on to influence the normal activities of every organization (Canary, 2008, p.16). Matters like equal payments, paternity and maternity leave, and sexual harassment are all manipulated by gender. Gender has a great impact on the policies and decision-making in office, and the roles employees play in the workplace (Canary, 2008).

Men and women are considered to have great challenges while expressing their authority or power. Authority expression is commonly contributed by biological more than behavioral differences, and this may be hard to handle.

For instance, men portray greater degree of visual dominance than women, which is related to status and power and which is evaluated as the fraction of amount of time that a person maintains eye contact as he or she listen to the other person. This is contrary to identified roles of women as democratic and more communal.

This does not signify that men are more commanding, simply that they show their authority more visually, or that women have to be democratic while in managerial place so that they maintain authority. Better attitude to the nature may assist to balance this viewpoint and let men and women have similar powers when pursuing managerial positions (Barrett & Davidson, 2006, p.14).

Gender plays a vital role in communication since, in line with researches, both sexes say the same things, but they may hear them in different ways (Vijai, 2004, p.23). In case emotional and empathic contexts of communication, it is essential and women providers are more probably to prove this, for example, cancer patients can wish that their doctors be women.

On the other hand, while with patient satisfaction, even though patients generally favor the mode of communication which women probably exhibit, male do not dissatisfy the patients when compared to women providers. Except if practical evidence is available, the issue placed above can be solved in a satisfactory means.

In the past, when the different method of gender and communication was most accepted, women were persuaded to make use of the masculine speech styles, i.e. speaking like men, so as to balance the playing ground in male dominated settings (Canary, 2008, p.16).

However, current studies propose that women who utilize more feminine speech styles can be apparently successful in the managerial posts than women who use masculine speech patterns of authority.

Male and female employers or bosses similar to those who use usual masculine speech, issuing direct orders and instant statements, can show that they are less successful than managers who use feminine speech styles, placing a constructive spin on harsh requests and looking to locate common ground with their workers.

Gendered communication examinations commonly endorse the concept that gender communication variations are socially studied and are therefore active and fluid. Practically, males and females may study to communicate in the two means, feminine and masculine means.

Gender recognition has an enormous impact on lives of the people, starting with the manner they are brought to it, to the manner it changes over a lifetime. As gender role in the community has changed, so did their knowledge of gender communication. The past researchers utilized communication to enforce the secondary role women played in the community or society.

While women ended up taking more posts of influence in the community, researchers used more difficult approaches to gender communication (Vijai, 2004, p.24).

All cultures and races in every country have one thing in common, presence of men and women, and the success in their lives that relies on effective communication between both men and women. The issue of gendered communication should be tackled well and effectively by the organization to provide better management.

References

Barrett, M., & Davidson, M. (2006). Gender and Communication at Work. Aldershot, U.K: Ashgate Publishing.

Canary, D. (2008). Sex differences and similarities in communication: critical essays and empirical investigations of sex and gender in interaction. London: Routledge.

Trent, J., & Friedenberg, R. (2008). Political campaign communication: principles and practices. New York: Rowman & Littlefield.

Vijai, G. (2004). Gender Role in Communication Style. New Delhi: Concept Publishing Company.

Integrated computation and communication is some of the elements of industrial automation systems designed to perform fully digitalized operations. The ISA-95 industrial automation standard establishes manufacturing execution systems (MES) and enterprise moving systems (ERP) as the ones that can be directly accessed from the cloud due to low-time requirements (Dai et al.). Systems below the Industrial Gateway have high real-time requirements, but these constraints could be reduced as computing power, storage space, and central processing unit (CPU) have become more cost-effective. Industrial edge computing, which requires more time, can optimize data, computation, and storage resources through smart gateways and local clouds (Dai et al.). According to Dai et al., it faces some challenges, including lack of compatibility between existing and emerging industrial fieldbuses, difficulties with data mining on edge notes, real-time constraints of fault detection and data acquisition, as well as providing different access levels without affecting real-life performance.

Architecture for a typical hybrid industrial cloud and edge computing systems includes three levels. The top layer covers design, management (maintenance), and manufacturing (Dai et al.). The middle layer manages data acquisition, balances resources, and develops algorithms (Dai et al.). The base layer performs different functionalities and contains multiple edge computing nodes (ECN) (Dai et al.). TIndustrialedge computing can manage local resources as well as other devices and connections through data processing and analysis (Dai et al.). It can reduce the cost of data mining and quality tracing as massive data move between cloud and edge. As a supplement, industrial edge computing can ensure interoperability, self-optimization, and reduction of industrial clouds workload through real-time data processing.

References

Dai, Wenbin, et al. Industrial Edge Computing: Enabling Embedded Intelligence. IEEE Industrial Electronics Magazine, vol. 13, no. 4, 2019, pp. 48-56. doi: 10.1109/MIE.2019.2943283.

Social exchange theory as an example of principle of interpersonal communication, proposes that people tend to weigh relationships by putting into account the ratio of their returns to that of their expenses. Communication within an organisation has been used by writers to draw conclusions of the theory for places of work. Insightful assumptions can be drawn through the application of this theory to work relationships.

Some relationships have to do deal with status benefits, self-esteem, or satisfaction in communication. Costly relationships have higher chances of dissipation over time, while worthwhile ones are probably more enduring. If there is a need to enhance beneficial relationships in the work place, one has to consider ways that can intensify the perceived benefits they carry along.

There is an implication of social exchange theory that if effective relationships are to be established and maintained, rewards have to be used in those situations. Similarly, continuity in relationships of a communication environment can be achieved through the development of superior communication skills.

Interpersonal communications research puts into consideration the relationship maintenance factors. These researches have concluded on some elements that are deemed important. They include assurance giving, positive communication, networking and openness.

Skills for managing interpersonal communication range from those having an influence on communication climate to those creating awareness of individual communication approach. Message is an element that has been emphasised most by scholars as compared to other elements.

Research has shown that simply speaking the right words is not enough. Communication climate is a contextual element referring to those conditions present at the immediate communication setting. This element influences the feeling of acceptance and other emotions concerning relationship. The following formula is helpful in understanding it: Communication = Content + Relationship.

Exchange of hurtful messages creates difficulties in building healthy communication climate. Supportiveness, non evaluative communication, spontaneity and openness are conditions essential for building a communication climate. Supportiveness entails encouraging, loyal and considerate communication. Non evaluative communication involves constructive criticism that aims at understanding first before judging.

Immediate evaluation and critique smothers interpersonal communication faster than any other factor. In addition to this, communicating with descriptions and observations of behaviours, rather than personal interpretations are useful for the success of interpersonal communication. Examples of non evaluative communications include communicating mostly feelings, communicating mostly observations and communicating more behaviours than observations.

The use of spontaneous rather than rehearsed messages is another factor which enhances positive communication climate. Spontaneity occurs when one uses a lively tone of voice, makes eye contact, smiles and takes turns with the communication partner. Turn taking involves moving into new conversational topics of relevance to others instead of fixing individual favorite topics. Listening carefully and then speaking using less canned language enhance interpersonal communication skills.

Being open minded and receptive to innovation have greater contributions towards successful communication climate. Maintenance of openness and avoidance of dogmatism can be eliminated using the so called cushion statements which helps in making dialogues more sensitive. However, cushioning of statements do not imply that one cannot say what he/she intends rather than being aware of peoples comfort levels when agreeing or disagreeing with them.

Interpersonal communication concerns two areas of awareness: self awareness and awareness of others. Areas of awareness are either known or unknown to other people and comprises of four quadrants of the model.

Abstract

Crises communications vary from culture to culture. Most organisations have various methods of managing crises. Crisis communications can build or damage reputations of organisations depending on how crises communication teams handle crises.

The Asian culture of handling communication varies from country to country. There are those Asian countries that have handled their crises poorly. In fact, they tend to hide information from the public in case of disaster. This is the case of Japan in handling its nuclear crises.

Japanese also tends not to speculate. Instead, they want to give exact information. On the other hand, countries like China and Koreas have advanced crises management to include modern social media. Issues of cultural barriers such as language may hinder communication processes. However, the speaker must maintain consistency with his actions and words.

There are aspects of crises communications that all cultures must take into account. These include operational, ethical, behavioural, and professionalism dimensions of crisis communications. In these cases, managing crisis must be prompt, and the public, stakeholders, or victims must hear the facts. An organisation should not communicate any unclear information to the public. This implies that adequate preparation is mandatory. This calls for regular practice in crises communications.

Introduction

Crisis is any situation that threatens or could threaten to cause harm to people, property, seriously interrupt business, damage reputation, and or negatively affect shared values (Abarquez 2010). Crisis communication deals with what is happening or what has just happened and people are anxiously waiting to hear the outcomes.

These situations can be any kind of legal disputes, theft, accidents, fire, flood or manmade disasters that we can attribute to an organisation (Abarquez 2010). It can also be a situation whereby an organisation did not respond to a situation in appropriate fashion before the media or the general public (Haddow 2010). Bernstein notes effective crisis communications are not difficult, but they require advance work in order to minimise damage (Abarquez 2010). Slow responses lead to a greater extent of damages.

The Operation scope of Crisis Communication

Crisis communication team must work at regaining the lost public confidence after the damage. This decision must aim at reducing the victims and community anguish. The aim should be to restore confidence and rebuild relationship. The move to do what the community expects will reduce media coverage and negative publicity. Organisations can reduce chances of possible lawsuits and negative publicity if they act promptly and appropriately.

The need for crisis communications is growing rapidly due the explosion and use of social networks, which are creating so many communication channels that are threats to risk and reputation of organisations.

Kim notes that Asian organisations that in the past may have been reluctant to admit the extent of a crisis now realise technology creates such a radical transparency, and it has become pointless to be defensive and try to dismiss issues (Kim 2007).

Instead, organisations find that it is profitable to be proactive and engage people with facts of the matter. Organisations have realised that Public Relations (PR) is no longer a tool for brand promotion, but also useful in reputation protection (Haddow 2010).

Asian crisis communications landscape has changed significantly due to social media. This has forced PR officers to divert their attention to the use emerging technologies and social media platforms to handle crises.

Most PR firms note that they use social media with assured confidence to handle crises. Most Asian organisations are changing fast to adopt social media for PR. However, there are some which are still in the previous era. Organisations that have progressed have also noticed that the culture of face-to-face communication is essential than using social media platforms to manage crises.

Ethical Dimension

The public expects organisations to act with conscience and reflect ethical standards in their communications. Organisations must provide public and prompt responses regarding the situation. Issues that involve ethical dilemmas and integrity usually involve moral questions, reasoning, and feedback (Low 2011).

Some crises may offend public values. Consequently, the organisation that is responsible must swiftly act and provide the needed responses. The organisation crisis communication channel must have the moral courage to give appropriate responses. This implies that an organisation must act on matters of principles so as to lessen the negative consequences of a morally troublesome incidence.

Asia consists of countries of diversities in languages. As a result, it is challenging and equally necessary to master the language and tone of crisis communications and management with regard to a highly sensitive crisis issues (Low 2011). We must note that what may work in French may fail to produce the same result in English.

This means that the communication team must tailor their responses and avoid direct translation for best results. Still, Asian languages are so different from English, which is a subject-centric language. Therefore, crisis communications must take into account the cultural context of languages (Low 2011).

Bob Pickard notes in East Asia the transcendent importance of face is such that companies are reluctant to engage in peer-to-peer communications with their communities online, with fear of losing control and thus face having the effect of dampening the kind of dialogue that might help defuse a crisis situation (Kim 2007).

In the West, lawyers are proactive in crisis communications, particularly where apologies are necessary. However, in the East, organisations easily apologise with disregard of the possible liability and lawsuit due to admission of guilt (Skoric 2007).

In the recent crises, Japanese government have tended to avoid any alarming speculation. In this context, it is evident that Asians are not likely to speculate in cases of crises. Instead, they want to deal with the actual occurrences and communicate what they observe. This observation means that Asian cultures are more rigid than the Western cultures. In the West, people tend to speculate and communicate possibilities and estimates rather than the actual data. Japan culture tends not to deviate from the data (Skoric 2007).

The Professional scope of Crisis Communication

Asian countries approaches to professional PR differ significantly. There are indications that Chinese government can handle crises in appropriate manners as shown during past incidences such as the Sichuan earthquake in 2008. However, Japanese government has not embraced the idea of PR and crisis communication seriously. China responds with different communication channels such as social media. In addition, Koreans show advanced use of modern technologies for crisis communications.

Under most circumstances, we can only gauge the professional conduct of PR officials with those of the industry standards and practices. This is the basis for establishing the factual claims and extent of damages and the given communications. These pieces of information are usually available in the industry code books for professional communications.

Asian countries have the professional capacity to handle crises communications. However, these opportunities are only available among the global professional firms. It means local firms must update their approaches to PR issues and increase their participations as most of these firms experience challenges related to the development in the industry.

At the same time, the industry critics have observed that there are a number of qualified trainers who offer the best services in PR. However, some of these professionals do not have the skills needed in crises communications especially in the social media.

Behaviour dimension of Crisis Communication

We can only look at the effects of behaviours after the crisis. Any traces of negative publicity show possibilities of unhelpful situations during the crisis. This can work against the industry reputation as well as the involved organisation; thus, it may prove difficult to rebuild credibility and trust, or preserve reputation.

Cases that involve several victims may attract a great deal of negative publicity. This means that the organisation must find opportunities to engage in behaviour building pattern. Therefore, organisations must plan their crisis plans to work against any anticipated negative publicity and reduce chances of negative behaviour patterns in crisis communication (Athey and Moody-Williams, 2003).

Some of the negative behaviours an organisation may plan to counteract include arrogance, lack of concerns, minimise victim needs, blame shifting, inappropriate language, inconsistency, inflammatory statements, inadequate preparation, minimise consequences, foregone opportunities to address authorities, the public, and victims, victims confusion, and unwillingness to admit responsibility (Athey and Moody-Williams, 2003).

Asians are shifting their crisis communication cultures to full-scale digital communication. There are emerging digital crisis simulation trainings. These programmes present trainees with real-life social media situations.

Majorities agree that the best way to handle a crisis communication is to use speed factor. At the same time, the information presented must be accurate. Transparency and factual information are what define successful crisis communication. Thus, it is necessary for the communication team to verify facts of the matter before any communication occurs.

The field and culture of crisis communication have changed. Skoric observes that crisis communications were defensive and reactive, with holding statements used like protective shields for keeping critics away (Skoric 2007). However, today, crisis communications have become proactive and aggressive. In this sense, the process involves all stakeholders with continuous communication from the beginning to the end (Sandoval and Lewis, 2002).

Organisations which have been passive, in their approaches to crisis communications, have noted that remaining passive in a digital age is an outmoded approach that can only worsen the situation. Thus, it is necessary to engage people, listen and provide adequate information based on consultation for continuous improvement. Crisis communications also provide opportunities for organisations to showcase their best behaviours to the victims and the general public.

Managing Victims

Victims result in cases where organisations involuntary create enabling severe environments for people or institutions. Victims of a crisis tend to have certain mindsets and perceptions. They may also exhibit unpredictable behaviour patterns. The resulting conditions create victims of a crisis.

The organisation that is a part of the crisis must identify the expectations of the crisis victims and respond promptly and in an appropriate manner (Grabel 2000). If an organisation avoids this, then the subsequent results might not be favourable as the already existing situation. Under some circumstances, victims tend to resist the best available alternatives or reasonable offers, engage the media to communicate emotional tales, or call for high-profile lawsuits. This process may also involve authorities, disgruntled former staff, lawyers, and current staff who may be present to confirm the victims claims. These are some of the few incidences an organisations crisis communications team must handle (Young 1997).

Trust and Credibility

Lukaszewski emphasises that people confer credibility to firms based on their past behaviours (Lukaszewski 1999). Organisations that have bad reputations due to past behaviours can suffer credibility test in the future. This is because people tend to use past experiences to predict future behaviours. Organisations may lose credibility when their current behaviours do not reflect their past good behaviours.

People can only have trust in an organisation when there is a lack of fear. Fear occurs due to causes by once trusted parties. Fear is too a powerful emotion to control. Some crises only require reduction of fear because there is nothing much to do. Thus, parties must attend to fear in order to avoid cases of frustration, anger, and retribution.

Some scholars propose ways to build trust, eliminate fear, and fix credibility in behaviours. These methods include provision of advance information, asking for input, being flexible, staying in touch, speaking plain language, and including victims and participants in the decision-making process.

Managing Crisis Communication

It is necessary for organisations to plan to continue learning during responses and remedial actions to mitigate crises (Fearn-Banks 2010). Most organisations do not prefer borrowing from past experiences because most management teams do not like handling crises, particularly where urgency is necessary. Most cultures now tend to encourage organisations to express and discuss issues and lessons they have learnt from mistakes. This is a strategy of regaining public confidence (Coombs 2007).

Organisations must plan to manage future crises. However, this depends on memories of the PR team. Organisations must learn that they cannot avoid most crises (Harvard Business School Press 2004). Thus, any lesson learned must teach the organisations how to foresee, control, and reduce or possibly eliminate any future occurring or reoccurring crises (Seeger, Sellnow and Ulmer, 2010).

Some of the useful information organisations may use in crisis communications include ethics, compliance, or standards of conduct (Fink 2000).

Others include observing events timeline, mastering the lessons learned, promoting open questions systems, considering operations issues, taking into account recovery issues, identifying relevant patterns from similar previous incidences, providing time for responses, mapping strategy gaps or failures, expecting surprises of both negative and positive nature, being ready for unintended outcomes, allowing time for visibility, and expecting to work outside the standard procedures.

Promptly in Crisis Communication

There is constant use of the term promptly. In any crisis management and communication, the term denotes the strategic importance of acting quickly (Lukaszewski 1999). Observers believe that it acceptable to act promptly and make mistakes than fail to act till it is too late, or attempts to act no longer bear any significant meaning.

Winning and problem-solving skills in crises situations rely on swift decision-making, speed in reaction, action, and collaboration. There is also the idea of victims. James Lukaszewski notes if there are no victims, there is no crisis, and victims are only people, animals, and living systems (Lukaszewski 1999).

Reference List

Abarquez, Prosy. Handling a crisis with leadership and effective communication (Part 1). Asian Journal, (2010): 1-2.

Athey, John and Williams Moody. eveloping cultural competence in disaster mental health programs: Guiding principles and recommendations. Cultural Competence, 3828, (2003): 30-34.

Coombs, Timothy. Ongoing Crisis Communication: Planning, Managing, and Responding (2nd ed.). Thousand Oaks: Sage Publications, 2007.

Fearn-Banks, Kathleen. Crisis Communications: A Casebook Approach. New York: Routledge, 2010.

Fink, Steven. Crisis Management: Planning for the Inevitable. London: Backinprint, 2000.

Grabel, Ilene. Identifying Risks, Preventing Crisis: Lessons from the Asian Crisis. Journal of Economic Issues, 1 no. 2, (2000): 1-5.

Haddow, George. Disaster Communications in a Changing Media World. Oxford, UK: Butterworth-Heinemann, 2010.

Harvard Business School Press. Crisis Management: Mastering the Skills to Prevent Disasters. Boston, MA: Harvard Business School Press, 2004.

Kim, Kyum. New and Old Media Uses and Political Engagement among Korean Adolescents. Asian Journal of Communication, 17, no. 4 (2007): 342-361.

Low, Yvonne Siew-Yoong. Communicating crisis: how culture influences image repair in Western and Asian governments. Corporate Communications: An International Journal, 16, no. 3 (2011): 218  242.

Lukaszewski, James. Seven Dimensions of Crisis Communication Management: A Strategic Analysis and Planning Model. Ragans Communications Journal, 99, (1999): 1-8.

Sandoval, Jonathan, and Shaffer Lewis. Cultural considerations in crisis intervention. Bethesda, MD: National Association of School Psychologists, 2002.

Seeger, Matthew, Timothy Sellnow and Robert Ulmer. Effective Crisis Communication: Moving From Crisis to Opportunity. Thousand Oaks: Sage Publications, 2010.

Skoric, Marko. Is Culture Destiny in Asia? A Story of a Tiger and a Lion. Asian Journal of Communication, (2007): 396-415.

Young, Marlene. The community crisis response team training manual (2nd ed.). Washington, DC: National Organisation for Victim Assistance, 1997.

Cellular wireless networks are now supporting wireless Internet access and other unguided data networking apart from mobile telephony. A cellular system is based on the principle of using an extensive geographical area which is separated into small regions known as the cells. Each cell is assigned a band of frequencies which is rendered by a base station made up of a transmitter, receiver, and control unit. Stallings outlines that adjacent cells are allocated dissimilar frequencies to avoid crosstalk or attenuation. However, a frequency band can be shared by multiple cells or number of users, hence multiple access (2005).

The Global System for Mobile Communication (GSM) is a worldwide protocol used for digital cellular transmissions among other multi access systems such as the Code Division Multiple Access (CDMA). GSM network functions in the 1800 to 1990MHz frequency range and make use of Time Division Multiple Access (TDMA) concept. According to the International Engineering Consortium (IEC), the three functional components or systems that constitute the GSM architecture are: the network and switching system (SS), the base station system (BSS), and the operation and support system (OSS).

The network and switching system performs call dispensation and subscriber-related tasks. The major element of the switching subsystem is the Mobile Services Switching Center (MSC). It acts as a telephony switching center that controls the calls to and from other receivers and data systems, thus providing all the tasks needed to satisfy a mobile subscriber: registration, handovers, validation and call routing to a straying subscriber. The Home Location Register (HLR) element contains all the details about a subscriber to the GSM network, together with the locality of the mobile it acts as a database; this location is actually in form of the address used for signaling by Visitor Locator Register (VLR) linked with the mobile station. The Equipment Identity Register (EIR) holds the information, thus the IMEI identifies the mobile station.

The Base Station System (BSS) is made up of two components; the Base Transceiver Stations (BTSs) and base Station Controllers (BSCs) which controls all the radio- associated tasks (International Engineering Consortium). The BTS holds the interface of the radio to the mobile station. It constitutes the transceivers and antennas of the radio device which is required to operate each cell in the GSM network. BSC manages a group of BTSs. The BSC handles the resources of radio for one or several BTSs.

The third primary entity of a GSM network is the operation and support system (OSS). This component enables a centralized process, planning and maintenance of the other GSM sub modules. The purpose of this system is to present customers with cost-effective management and operational activities required in the network. The OSS is made up of the Authentication Center (AUC) and the Operational and Maintenance Center (OMC). The AUC generates parameters that are unique to the users through the VLR request and in turn store the various authentication arguments used for mobile validation and user data encryption within the GSM network. The OMC on the other hand, has the capability to control radio and network subsystems.

Both GSM and CDMA are the competing cellular networks. The dominance of one over the other depends on the needs of customers in respect to data transfer speed, coverage and roaming. For data transfer speed, the CDMA is faster than the GSM. But in coverage, GSM can present international roaming and calls, while CDMA which are not-card enabled are difficult to offer this service; hence GSM users are many as compared to CDMA users. Because bandwidth is a major problem in contemporary times, the CDMA possesses itself as superior over the GSM. The available channels that can be assigned to users in a certain bandwidth are higher for CDMA than for GSM. And even the set up cost for CDMA is lesser.

References

1. Stallings, W. (2005). Business Data Communications. (5th edition). Upper Saddle River, NJ: Pearson Prentice Hall.
2. International Engineering Consortium. (2007). Global System for Mobile Communication (GSM).

Bismiallah Hir Nir

The digital meter will measure electricity consumption similar to electricity meter but capable of converting power usage into digital signals conveyable to computer servers where usage and cost can be viewable in graphic format.

Normally an alternating current meter is used in every house/office to note power consumption of users, a person has to visit the site manually to note down data where power is consumed. However, to make this system more efficient and cost-effective, use of computerized digital meters would be very effective and accurate way of demonstrating power consumption.

As there are great disparities in measuring power consumption using analogue electric meters, the proposal of using digital meter will be much useful and accurate. The digital meter will have a light sensor and a light emitting component. The power consumption rate will be converted into digital signals which are then processed to indicate information in visual forms indicating different figures as cost of consumption, watts used and time durations.

Digital meter is electronically connected with a computer via LAN (Local Area Network) directly at powerhouse, hence meter person to check meter manually is not required.

Digital Meter can be connected with the computer server via network technologies using IT standards, appropriate software, and superfast computers. It is very useful for enterprises for integrated information to be processed to and fro in engineering operations, accounting & management, and maintenance.

Ethernet, TCP/IP connectivity via PLCs and DCSs (distributed control system) so that all information processes will be conveyed via LAN / WAN in client server setting. Project manager would be able to view all the signals generated by the digital meter in form of charts and diagrams about usage of electricity and cost information. Digital meter will convey message in the form of graphics display and table of cost of consumption.

Different fieldbus can be used. Profibus is device network technology most effective for open network standard. Foundation fieldbus uses physical layer, data link and application layers i.e. 1, 2, and 7. Layers 2 & 7 are bundled to form a communication stack. In Profibus PA-process automation sensors and actuators both have one common bus line and connected at same bus. In Profibus DP-Factory Automation introduces high speed and cost effective way for communication b/w automation control systems. At the device leve I/O is distributed.

A coaxial cable is very useful and consists of a central conducting wire which is insulated and separated from outer conducting cylinder. The cables do not produce external electric or magnetic fields. Manager can easily view graphic display of signals in one window and accounting date in second window. Object linking and Embedding (OLE) and Dynamic Data Exchange (DDE) both can combine data streams i.e. production totals from the users and unit cost (from accounting) in one spreadsheet. Using LAN or WAN technologies, Internet or Intranet browser can access data and control systems to make it viewable.

These fieldbus devices link intelligent instruments with control devices and process signals and send it over the networks. The transmission is of high speed because of smaller information packets. However, transmission in large information packets is more secure.

Use of digital meters will be very cost-effective, accurate and efficient way of recording power consumption and calculation of cost. It will elevate all manually noting and calculation, saving time and money and reducing discrepancies in recording.

Works Cited

1. Digital Signal Transmission. Web.
2. Guide to Networking and Internetworking Terms, P. Simoneau, American Research Group, 1994.
3. US Patent 6448753  Digital meter for measuring alternating current. US Patent Issues 2002.

Recently, the nature of demands on MANs and WANs has changed dramatically; this is as seen in the Haukland University case study. Previous WAN technologies such as T-lines or X.25, were not complying with the needs of users. Users were expecting higher data rates, lower costs, efficient handling of high data transmissions, and less overhead. In light of this, network technologies that are currently implemented to meet the users requirements include frame relay, ATM and Ethernet MANs.

Frame Relay is a virtual-circuit technology the offers low-level services in response to the demands of high data rates at a lesser cost, bursty data, and improved transmission media (Forouzan, 2005, p. 525). In its operation, the frame relay provides constant virtual and switched virtual links. DTEs bond users to the system while the DCEs switches direct the frames through the connection. Therefore, frame relay is normally used as a WAN to connect LANs or mainframe computers. According to Stallings (2005), the advantages of frame relay relevant to its offerings are: 1. it operates at a higher speed (1.544Mbps and recently 44.376Mbps). 2. Because it operates at the data-link and network layers, it can be implemented as a basis network that offers services to a standard that has a network layer. 3. Frame relay offers a variable data rate. Users dont have to stick to a fixed data rate as in the case of X.25 or T-lines. 4. It allows a frame size of 900 bytes, which can handle all LAN frames. 5. Frame relay is cheaper than other conventional WANs.

For the case of ATM: this is the cell relay standard implemented by the ATM forum and approved by the ITU-T (Stallings, 2005). The user contacts devices, known as endpoints, which are linked through a user-to-network interface (UNI) to the switches within the system. The switches are linked by network-to-network interfaces (NNIs). The data packet for this architecture is a cell composed of 53 bytes, operating for a data rate of up to 100Mbps and in the Gbps range thus eliminating the varying delay times associated with different sized packets. These offerings enable it to support high data rates than frame relay. Secondly, because of its switched nature, the ATM can handle real-time transmissions. Thirdly, the UNI interface increases the network performance and consistency since there is an existence of virtual paths. Thirdly, because of its LAN Emulation (LANE), an ATM switch can behave like a LAN switch. Last but not least, ATM offers enhanced network services since it can use a permanent virtual circuit (PVC) or a switched virtual circuit (SVC).

On the other hand, the Ethernet MAN is a high-speed data connectivity that offers a simple, cost-effective way of networking several stations. It has a data rate of 2- 1000Mbps and enhanced network services. This protocol is designed to use optical fiber. According to Telestra, the characteristics of Ethernet MANs include bandwidth on command, applications such as bandwidth control and schedule manager, effective reporting functionality, and different levels of redundancy. In light of this, the advantages that can be realized from this architecture are: Firstly, there is the flexible and proper use of bandwidth because of a dynamic data access capacity. Secondly, the performance of network components can be monitored easily. And thirdly, Ethernet MAN can be integrated easily into a corporate LAN because of its implementation on the data link layer.

Transition Issues

Replacing a network infrastructure presents an organization like Haukland with several transition issues. Firstly, in its plight to change from frame relay WAN to the Ethernet WAN, the hospital may be susceptible to reduced service delivery to the region. It is known that Haukland University Hospital offers services to Western Regions 900,000 inhabitants with 200 admissions and 1000 outpatients a day; making a network system changeover would imply that the current day-to-day operations would be compromised. In consideration of this, laying the fiber optic cables for the Ethernet WANs takes a lot of effort and time since the hospitals region has a diameter of 200km. The hospital may be forced to replace cables with fewer data rates (e.g 100Base-FX) with a high data rate cable (e.g 1000Base-LX) in order to realize the scalability of Ethernet WAN.

Secondly, having a greater data value in the network posses a higher risk in data security. Due to its extensive network, Hauklands important data such as intellectual property, patients information, financial and classified government data are prone to breach. As the new network is implemented, the data that travels through the network must be protected. To ensure data security, Haukland management is faced with a duty of maintaining the availability, integrity and confidentiality of information transmitted in the new network infrastructure.

Thirdly, the implementation costs associated with network configuration and hardware upgrade may be a challenging issue to the Hospitals management. Since Picture Archiving Communication System (PACS) requires considerable storage and support for a high capacity WAN (Ethernet WAN) the institution will need to upgrade its information systems to support the increased requirements of the network. Devices such as routers may be replaced by Switches.

Therefore, in implementing Ethernet WAN infrastructure the Haukland hospital needs to consider the setup costs associated with this network, security, and the users requirements in the welfare perspective; are the customers going to get the best services? And the network should allow for future upgrades.

References

1. Forouzan, A. B. (2005). Data Communication and Networking (4^th Edition). West Patel Nagar, New Delhi: Tata McGraw-Hill.
2. Stallings, W. (2005). Business Data Communications. (5^th Edition). Upper Saddle River, NJ: Pearson Prentice Hall.
3. Testra.(2009) Ethernet MAN.

Introduction

Industrial communication applications have multiple communication peripherals precursor to connect industrial system with the outside world. This has been possible because of new microprocessors which are specially made for these kinds of applications. To give response to the users the suppliers are using the processors for improving the functions. They are changing their choices from proprietary communication protocols to open-standards protocols where networking technology from other industries is borrowed. This change is because of the requirements for greater communications between industrial devices and the world around them. The communication protocols like TCP/IP,Controller Area Network (CAN) and Universal Serial Bus (USB) are being used by them. These protocols are also proving themselves a great necessity for industrial design and are best suited to a specific use. The easiest communication interfaces for industrial equipment are serial interfaces like RS-232, RS-422 and RS-485, which are used by servos, controllers, actuators, simple sensors, valves and for communication (Graham Morphew, 2004).

Process Automation Protocol

• Controller Area Network: This communications bus is used to control applications and proves to be highly reliable data. It has very good error detection. It was basically developed for using in the cars. Now it has multiple uses with other industrial automation and applications. It operates up to 1 Mega bits per second. Its sub bus is known as Local Interconnect Network (Controller Area Network (CANbus), 2006).

Now we will discuss how CAN works? Data messages which come from any node on CAN bus do not possess addresses for transmitting node and receiving node. In spite of this the content of the message is named by an identifier. These nodes apply an acceptance test on the identifier to check if the message is related to the particular node. The related message will be processed otherwise it will be ignored. The identifier also decides the main concern of the message. If there is a situation where two or more nodes try to transmit the messages, the message is sent on the priority basis. (Controller Area Network  How CAN Works, 2006).

Lets discuss now the impelmentation of CAN. For all implementations of CAN communication is like two peas in a pod. Basic CAN and Full CAN are the two ways of implementation. Basic CAN: There is a link between the CAN controller and the associated microcontroller in Basic CAN configuration. The microcontroller deals with every message. Full CAN: They have additional hardware to provide message server that automatically transmits and receives messages without interfering microcontroller (Controller Area Network  Implementations, 2006).

It is used in many network implementations, including CANopen and DeviceNet.

• EtherNet/IP: During 1990s, Ethernet networks were used in manufacturing environments. It is a communication network planned for industrial environment and time critical applications. It provides robust physical layer options for industrial environments. It offers producer consumer services. It collects data from single network. It provides flexible installation options. It incorporates the TCP/IP suite. It uses the standards of Institute of Electricals and Electronic Engineers (IEEE). It is friendly with accepted communication standards. In Ethernet/IP and CIP the exchange of time critical data is based on producer-consumer messaging model where a transmitting device produces data on the network and it is consumed by the receiving devices (Network Infrastructure for EtherNet/IP; Introductions and Considerations, 2007).
• Host Link: This protocol is an autonomous file transfer program that helps the users to move files easily and efficiently from PC client software. Users can transfer files with translation parameter templates. For this they use the unique features of flexible file types and whenever the transfer is done it reduces the need to reset complicated parameters (UNISYS A-Series File Transfer, 2006). Its benefits re given below (UNISYS A-Series File Transfer, 2006):
• • it uses MCP security
  • it has graphical user interface
  • Clients are presentes for LAN, Windows and DOS gateway versions
  • It encourages batch mode transfers
  • There is no separate file transfer environmet required
  • Windows and DOS clients share the same server programs related to host
  • It has user definable file types
• Mechatrolink: It is the main technology of the system. It agrees to the arrangement of multi-function and high performance system all at once as making tuning and maintenance of the system easier. It helps in performing a good range of tasks which makes work processes easier and it also saves time and money. An array of controllers and servo drives are the perfect choices for most machines in the market. It can be used for controlling high exactitude machines. It is supposed to be good for controls like synchronous motion. It makes users to control velocity in some complicated motions. It has following applications (Open Field bus Network Mechatrolink, YASKAWA):
• • Cutting machines
  • Plastic tape processors
  • X-Z processing system
  • Laser welders
  • Printing machines
  • Press brake
  • Labelling machines
  • Winding machines
  • Chip mounters and handling robots
• Optomux: This protocol is used by intelligent digital and analog I/O (Input/output) units. This unit is a 4-, 8-, or 16-point assembly that controls optically-isolated analog or digital I/O modules (Optomux). A removable brain is found in every Optomux I/O unit and every removable brain has a microprocessor,. That microprocessor helps in communication with the host computer and it also controls the plug-in I/O modules (Optomux).

Optomux I/O units have communication with the host computer which is a serial communication link over an RS-485. The serial data link is the work of two twisted pairs and a ground of 5 wires that becomes the medium of connection to Optomux I/O unit (Optomux).It is feasible to communicate up to 256 individual units and to contain a total of 4,096 digital and analog I/O for a single serial data link. The RS-485 serial data link has an outstanding noise resistance (Optomux).This can lessen the cost of wiring. It reduces the requirement of bringing large bundles of field. It brings it to a central control location. These units can be placed for actual control. (Optomux).

• Profibus: The industrial networking solutions of PI are based on two technologies: Profibus and Profinet. Profibus was first expanded in 1989 and now it is its 20^th anniversary in 2009. It is the worlds most successful field bus which has the installation of approximately 30,000,000 nodes and global support (Share Our Vision for Automation). Profibus, which is the worlds most successful fieldbus, has got more than 28 million devices installed by the end of 2008. Approximately 4.8 million of these devices were used in the process industries. The fieldbus diminishes hard wiring in the automation of production lines that is why it uses a single-cable bus structure for minimizing design and installation costs. Profibus is used for improving asset management, lower life cycle costs, better quality and higher productivity. For achieving these tasks it controls diagnostics. Profibus is concerened with the applications-specific functionality like Functional Safety and Motion Control that are on the same fieldbus (Share Our Vision for Automation: The Worlds Most Popular Field bus).
• PROFINET IO: It is an open EtherNet standard automation from the point of view of Profibus international. Profinet IO behaves same like profibus acts on Ethernet.It focuses on programmable Controllers at a maximum speed, whereas Profibus exercises cyclic communications. While doing so it maintains maximum speed of 12Meg baud. It exchanges data with Programmable Controllers in contrast; Profinet IO exchanges data with Programmable Controllers over Ethernet and for this it takes the help of cyclic data transfer. The data is restricted in pieces in both systems which has the total number of I/O points in a system module. Three different communication channels help Profinet IO in substituting data with programmable controllers and other devices. It is a unique industrial Ethernet application layer which puts forward many benefits over competing application layers as follows (Profinet Overview:
  • PROFINET Unplugged  An introduction to PROFINET IO):
    • High Speed orientation: High speed message exchange is possible by the real time communication channel through by passing the time required to process the TCP/IP
    • It supports for time critical motion control applications
    • It is used for Distributed Intelligence
    • It is Easy for installation
    • It has short startup
    • It takes minimum commissioning time and engineering support
    • Nearly identical Siemens S7 PLC are used for integration to Profibus
• Modbus/TCP: Modicon developed Modbus originally and presently the Modbus IDA user organization manage it. This protocol is the type of an open master/Slave This task can be performed on different physical layers. It has got seventh place in OSI model. Modbus-TCP refers to the application of this protocol on the top of Ethernet TCP/IP. It is an open industrial Ethernet network about which the Modus-IDA User organization gives details that is in co-operation with the Internet Engineering Task Force (IETF) as an RFC Internet standard (Modbus-TCP Industrial Ethernet Protocol Overview, 2008). Modbus/TCP has not been new. It is in existence since 1979 and since then Modbus protocol version has not been changed. It has been adapted to TCP/IP as the data transmission protocol (Modbus-TCP Industrial Ethernet Protocol Overview, 2008).
• Modbus Plus: Schneider and Modicon developed it originally and now it is managed by the Modbus-IDA user organization. This fieldbus network is used globally. Its main application area is in Europe and Schneider and Modicon maintains its automation systems. Variety of diferent products like Inverters, Drives, PLCs, and I/Os have good connection with Modbus Plus. Modbus Plus is a Field bus of Master/Slave type where RS-485 transmission technology is used and It is also a symbol of fleeting protocol for industrial control applications. This network allows devices to exchange messages from remote locations and it also can control and monitor the processes. Modbus Plus provides services like input/output subsystems which prove to be very competent. Modicon Modbus Plus Distributed I/O (DIO) Drop Adaptors and Terminal Block IO/TIO can have place on remote IO sites and from where they can perform the functions like controlling the field devices on the network link (Modbus Plus- Local Area Network, 2008).
• Modbus-NET: This project is expanded for an open source ModBus communication component especially for.NET platform.The Visual Studio.NET 2008 and.NET Framework 3.5. will be the advanced instruments for this program. They will also work like a platform. VB.NET will be the advanced language for this program (ModBus.Net).

Building automation protocols

• BACnet: An Official Website of ASHRAE SSPC 135 says about BACnet  It is a Data Communication Protocol for Building Automation and Control Networks is developed under the sponsorship of the American Society of Heating, Refrigerating and Airconditioning Engineers (ASHRAE). It is a European standard and an American national standard in many countries. It is also an ISO global standard. ASHRAEStanding Standard Project Committee miantains and sustains this protocol. If BACnet performs in commercial products, it has some achievements (BACnet: Official Website of ASHRAE SSPC 135, 2009).

The official website of ASHRAE SSPC 135 investigates that from the past ten years BACnet has been communicating by using standard IP networks. The committee of ACHRAE has made a new working group to examine the opportunitie in the information technology industry just to make sure that BACnet absorbs well in corporate infrastructure and it can be expanded in to the emerging market areas facilitated by ubiquitous IP networking. BACnet is supposed to be a grown-up technology. Since 1995 it has always adapted to changing needs without loosing the steady foundation and has assured interoperability (BACnet: Official Website of ASHRAE SSPC 135, 2009).

• LonTalk: The LonTalk Protocol that is predetermined in Neuron Chips is present in every LonWorks device. It makes all LonWorks devices communicate with one another using the protocol. For using this protocol on any processor; Echelon released a downloadable reference implementation on October 26th, 1999. ANSI approved standard EIA/CEA-709.1-A-1999 has descibed this protocol very well (The LonTalk Protocol).

This protocol was discovered by Echelon. It has many obvious modern functions and features. It was planned to facilitate extremely consistent and hierarchical networking among various control devices which are introduced by different suppliers.It was observed that Interoperability among devices demanded the implementation of the protocol in one and the same manner within all networked devices and also the need of the foundation of the reliable and consistent means of broadcasting, receiving messages and transmitting among Long Talk based devices was noticed. The implementation of protocol in Neuron Chip makes a foundation of interoparability in the devices (The LonTalk Protocol).

While publishing and incorporating the protocol into open standards like Control Network Protocol Specification, the Protocol Patent License Agreement had two purposes:1) the implementation of the protocol would be fully interoperable and could not be customized to make it non interoperable 2) the implementation would be achieved with Echelon protocol patents. It is must to apply the protocol fully to ensure interoperability between devices. Partial protocol implementations and deviations from the protocol specification put interoperability at risk. That is why they are strictly prohibited and on that basis the Agreement can also be terminated (The LonTalk Protocol).

Substation automation protocols

• IEC 61850: It is launched just now with some international standards for communication in substations. It incorporates all protection, control, measurement and it also monitors functions within a substation. It also provides the means for high-speed substation protection applications. It joins the convenience of Ethernet with the performance and security which are the vital substations today (IEC 61850 Standard, 2008).
• DNP3  Distributed Network Protocol: The expansion of DNP3 has been a widespread task. It manages the actions like standards-based Interoperability between substation computers, RTUs and master stations that is for the electric utility industry. The time frame is also considered to be the important function to meet current requirements. Distributed Network Protocol is now being used extensively in water that can be waste water, in transportation and in the oil and gas industries (A Forum for Supporters of the Distributed Network Protocol, 2009).

Automobile / Vehicle protocol buses

• Local Interconnect Network(LIN): The LIN bus system supports serial communications protocol. This bus is a single master/ multiple slave that uses single wire for transmitting data. This system is based on a UART/SCI hardware interface that is common in many of microcontrollers. The components can be driven without crystal or ceramic resonators for minimizing costs. The correct transmission and reception of data is possible through time synchronization. This bus observes out of order nodes in the network. Data check and parity check make sure the safety and error detection (AN1278 Application Note: LIN (Local Internet Network Solutions, 2002).
• Flex Ray: It is a newly developed serial bus system that transfers data quickly between vehicle components. It facilitates other systems to be networked accurately and safely. The electronic driver assistant system is becoming more complicated continuously. New chassis and drivetrain control systems demand very quick high data transfer to function successfully. Flex Ray has a major advantage that is its high data transfer rates which is up to 10 MBit per second; it is twenty times faster than the conventional CAN bus system. A second Flex Ray communication channel performs as a back-up, providing redundancy to provide with outstanding safety at all times. In case one channel does not function correctly, the other one is still available. For non safety-critical systems, a single channel can be used for transferring data speedily. These advantages produce drastically greater driving comfort and safety, allowing on-board systems to communicate more quickly and more safely (Flex Ray).
• J1708: This SAE specification is mainly designed for heavy duty vehicles for example trucks and busses. This protocol supports serial communications between modules and microcontrollers. It benefits are (Introduction to SAE J1708):
• • It minimizes the hardware cost
  • It offers flexibility for further expansion
  • It uses standard industry electronics

This protocol generally talks about the lower layers of OSI model. It supports the network of bus topology. It is efficient in detecting errors. It can also handle the conflict among messages during transmission (Introduction to SAE J1708).

References

A Forum for Supporters of the Distributed Network Protocol, 2009, published by DNP.

AN1278 Application Note, LIN (Local Interconnect Network) Solutions, 2002, published by Microcontroller Division ApplicationsN

Bacnet, 2009, sponsored by ASHRAEN

Controller Area Network (CANbus), 2006, sponsored by M.J. Shofield. Web.

Flex Ray, sponsored by BMW, 2009.

IEC 61850 Standard, 2008, AREVA.

Introduction to SAE J1708, published by KVASER. Web.

ModBus.Net, sponsored by Ohloh Root. Web.

Modbus Plus- Local Area Network, Interbus fieldbus network  technology overview, 2008. Web,

Morphew, Graham, Choose carefully your industrial-strength comms protocol, 2004, published by EE Times. Web.

Open Field bus Network Mechatrolink, published by YASKAWA. Web.

Optomux. Web.

Profinet IO Overview, PROFINET Unplugged  An introduction to PROFINET IO, 2009. Web.

Share Our Vision for Automation, sponsored by profibus- profinet. Web.

The LonTalk Protocol, published by Echelon. Web.

UNISYS A-Series File Transfer, published by Virtual Soft. Web.