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comm 3333: crisis comm > part one > Flashcards

part one Flashcards

1
Q

what is the need for orientation theory?

A
  • people with less information will be more prone to believe whatever they hear.
  • the less people know about a topic, the more they’re interested in finding out, the more influence the media have on their perception.
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2
Q

when preparing a standby statement, why should you prepare for the worst?

A

because it is easier to scale back than it is to escalate

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3
Q

how many bullet points should your standby statement include?

A

10-20

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4
Q

what 6 things should the standby statement include?

A
  • what we actually know about the situation
  • the scope of the problem (how big and what could happen)
  • the experts and what they have to say
  • what’s confirmed
  • anticipation of public response
  • key messages (what, how, and to whom will it be communicated)
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5
Q

what MUST your standby statement include? what shouldn’t you comment on?

A

FACTS; do not comment on conjecture. tell people everything and plan for the worst.

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6
Q

what is the differences between problem and crisis?

A
  1. magnitude 2. problems are predictable, manageable, and don’t have a lot of public attention; crises are erratic require considerable time and expense, are often in the public eye and bring unwanted attention
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7
Q

according to pauchant and mitliff, what do crises do?

A

crises “cause” a disruption that physically affects a system as a whole and threatens its basic assumptions

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8
Q

how do you deal with panicked people?

A

get them to listen, get them accurate and accessible information, get it to them multiple times & multiple ways, communicate to them in a way they’ll understand

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9
Q

what are the 3 different levels of preparation?

A

worst-case scenario, moderate issue, nontrivial event

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10
Q

what is considered a ‘credible source’ for people to get information from? (3)

A

government officials, eyewitnesses, credited spokespeople

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11
Q

when do you react to a rumor?

A

when it begins to affect the bottom line

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12
Q

how do rumors arise?

A

they arise from uncertainty, absence of context and concrete information, and those affected understand its significance

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13
Q

what is a rumor?

A

a specific proposition for belief passed along from person to person (usually by word of mouth) without secure standards of evidence being present

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14
Q

when does snowballing occur?

A

when the rumor’s importance grows with each telling

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15
Q

what are 2 factors that influence a rumor?

A
  • its importance to the listener

* its ambiguity (the less people know, the more powerful the rumor)

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16
Q

what is the best way to diminish/stop a rumor?

A

with truth and openness

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17
Q

what happens if TeleOrg responds to rumors of merger within the first 45 minutes? what can they expect from the media?

A

the organization has the most influence on a story’s outcome. at least 6 hours of negative coverage

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18
Q

what happens if TeleOrg doesn’t respond to rumors of a merger for 3 days?

A

it can expect ~2 weeks or (21 days?) of negative coverage

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19
Q

what happens if TeleOrg doesn’t appropriately respond to rumors of a merger for 2 weeks?

A

news cycle includes weekly and bimonthly magazines, industry trade and sunday morning talk shows.

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20
Q

during a crisis, TeleOrg releases materials that showcases the organization’s charity work. which part of the image restoration theory does this represent?

A

bolster

* emphasize good traits/beneficial past acts to offset damage

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21
Q

during a salary-fixing suite filed against TeleOrg, the organization releases materials that downplays the wrongdoing of the company in the face of a larger, national scandal. which part of the image restoration theory does this represent?

A

minimization

* portray wrongdoing as minor and unimportant WITHOUT being patronizing

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22
Q

during a salary-fixing suite filed against TeleOrg, a sexual harassment claim comes to light. the organization releases materials that frames the salary-fixing suite in a more positive light. which part of the image restoration theory does this represent?

A

differentiation

* suggests that an offensive act should be distinguished from other, similar but more offensive acts

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23
Q

during a salary-fixing suite filed against TeleOrg, the organization frames the misdeed by purporting that it ensured that all labor produced by employees best served the needs of the customer and were not impacted by employee competition or greed. which part of the image restoration theory does this represent?

A

transcendence

* attempts to place a misdeed as part of a larger context where more important values would pervade the situation

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24
Q

during a sexual harassment claim filed against a TeleOrg exec, the organization releases materials that frames employee ashton madison as someone who had a history of filing similar complaints at other companies and a record of embezzlement claims with no real followup. which part of the image restoration theory does this represent?

A

attack one’s accuser

* attempt to reduce the accuser’s credibility, reducing the offensiveness/plausibility of accusation

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25
Q

during a sexual harassment claim filed against a TeleOrg exec, the organization pays ashton madison damages of $2.1 million.

A

compensation

* offers payments or restitution to victim

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26
Q

during a sexual harassment claim filed against a TeleOrg exec, the organization institutes a stricter sexual harassment policy in the workplace and fires the accused.

A

corrective action

* fixing damage from wrongful act and/or taking steps to assure the problem never occurs again

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27
Q

during a sexual harassment claim filed against a TeleOrg exec, the organization publishes a public and formal apology to ashton madison.

A

mortification

1. an apology, an expression of sorrow or regret for offensive act

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28
Q

what is an organization to the public?

A

its reputation

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29
Q

what is the end result of the priming?

A

to make certain aspects of an issue more prominent/influential and to guide people’s judgment of issues, people, and events

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30
Q

what is a cognitive miser?

A

someone who doesn’t pay attention to all the readily-available and easily-accessible information

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31
Q

what is your main priority to stakeholders during a crisis?

A

to create a strategy to help them

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32
Q

according to the situational crisis communication theory, what are the 3 responsibilities it suggests during crisis?

A
  1. initial crisis responsibility
  2. crisis history responsibility (has the company had past similar experiences?)
  3. relational reputational responsibility (how well a company is perceived by stakeholders)
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33
Q

according to the situational crisis communication theory, what will people do in the event of crisis?

A

they look to find causes, or make attribution for different events. responsibility is attributed and reaction, emotional

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34
Q

what is the key to determining the most effective strategic crisis response?

A

understanding the crisis situation and the amount of reputational threat it poses

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35
Q

TeleOrg is in some shit again. Rumors have been flying that one of the products produced by their subsidiary, PeachFuzz, Co., is responsible for leading to the deaths of 5 industrial workers. If TeleOrg chooses to say nothing, what is the likely outcome?

A

they are hoping that something else dominates the news. if the media is interested, TeleOrg and PeachFuzz are the top story for months and any clients have been taken over by competitors. likely to go before congress. this is the worst case scenario.

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36
Q

TeleOrg is in some shit again. Rumors have been flying that one of the products produced by their subsidiary, PeachFuzz, Co., is responsible for leading to the deaths of 5 industrial workers. If TeleOrg chooses to release a little bit of information, what is the likely outcome?

A

if nothing else is released, then the media is going to start digging, searching for an employee who will talk. if documents appear that TeleOrg should or could have known that what it was doing was wrong, then the organization is going to see a class-action suit for millions, maybe billions. this is the 2nd worst case scenario.

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37
Q

TeleOrg is in some shit again. Rumors have been flying that one of the products produced by their subsidiary, PeachFuzz, Co., is responsible for leading to the deaths of 5 industrial workers. If TeleOrg chooses to release all information, what is the likely outcome?

A

TeleOrg will take a PR and consumer confidence hit and will be in the news for days, maybe weeks. the company’s forthrightness may eventually draw praise and consumers could eventually regain trust in TeleOrg for its honesty. this is the best case scenario.

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38
Q

what is the risk you take with crisis communications?

A

there is no scenario where an organization will walk away unscathed; there is no ‘no effect’ scenario. usually, you’re choosing between the lesser of all evils.

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39
Q

how did dow corning handle their defective breast implant issue?

A

they likely knew the risk and tried to evade/deny responsibility. although they eventually took responsibility, it was too little, too late, and they ultimately went bankrupt.

40
Q

how does defeasibility tie into evasion of responsibility?

A

defeasability places blame on environmental or variable factors, happenstance incidents that were out of the company’s control.

41
Q

what should be the first step in corrective action?

A

mortification. dude, apologize.

42
Q

crises don’t always have to happen, but sometimes they are ___________.

A

unavoidable

43
Q

when did the tylenol murders begin?

A

september 29, 1982

44
Q

why are rumors particularly challenging?

A

it’s hard to figure out where a rumor started, where it might end, and how it’s building momentum.

45
Q

according to doorley and garcia, the circulation of rumors is what?

A

a challenge facing almost every organization in a crisis.

46
Q

what happens when rumors hit the media? what theory does this support?

A

they are formalized and seen as accurate rendering of reality. this supports the need for orientation theory.

47
Q

according to doorley and garcia, what does controlling a rumor require?

A

it requires understanding the psychological and sociological factors that drive people to listen to, pass along, and believe rumors

48
Q

what is one of the defining elements of rumors, according to doorley and garcia? what processes do rumors change through?

A

they are not static, changing through the processes of leveling, sharpening, and assimilation.

49
Q

what happens as a rumor travels?

A

it grows shorter, more concise, and more easily told. more and more original details are leveled out fewer words are used and fewer items are mentioned.

50
Q

what does the sharpening of a rumor refer to?

A

the selective perception, retention, and reporting of a few details from the originally larger context

51
Q

what does the assimilation of a rumor refer to?

A

when the habits, interests, and sentiments existing in the reader’s mind affects a rumor

52
Q

according to doorley and garcia, how do some people see the retelling of a rumor?

A

as a status-enhancing activity; the importance of the teller is magnified

53
Q

why is it counterproductive for management teams to ignore the rumor mill in the event of a crisis and its effects (4) on the stakeholders?

A

can result in reduced demand for products, decline in stock, neg. media coverage, and increased regulatory scrutiny

54
Q

why is it counterproductive for management teams to ignore the rumor mill in the event of a crisis and its effects (3) on employees?

A

can result in significant distraction, reduced productivity, and the transmission of even more damaging rumors.

55
Q

which populations tend to be rumor incubators? what magnifies this?

A

employee populations; when management withholds information

56
Q

how can one control a rumor if it’s true, according to doorley and garcia?

A

diminish the importance assigned to the rumor

57
Q

how can one control a rumor if it’s false, according to doorley and garcia?

A

eliminate the ambiguity around the factual basis of the rumor.

58
Q

why are the methods of controlling a rumor effective?

A

a rumor’s importance is based on its importance and ambiguity; by diminishing both, it strips the rumor of its psychological value to the listener

59
Q

what does it mean to ‘flood the zone?’ what does it accomplish?

A

flooding the zone means providing detailed information and analysis that serve to address questions and concerns before they’re raised; it is a strategy to prevent rumors.

60
Q

according to dilenschneider, what are the two breeding grounds for rumor?

A

lack of information and perceived evasiveness

61
Q

what must a crisis response plan include?

A

the message to be communicated

62
Q

according to dilenschneider, how does an organization maintain message control in a crisis?

A

by gathering and releasing the facts as quickly and completely as possible

63
Q

according to dilenschneider, where will there always be push-and-pull when developing a crisis response?

A

lawyers and spokespeople

64
Q

when is symbolism powerful?

A

when it involves action

65
Q

what can provide unique credibility in the face of a crisis?

A

third-party support, i.e. a women’s equality organization in a gender equality crisis

66
Q

to whom should you turn over an investigation?

A

to an org with a credible reputation

67
Q

do most rumors demand a response? how can you get a rumor to deflate?

A

no; don’t feed the momentum

68
Q

why do rumors tend to persist? what is the responsibility of the organization?

A

those keeping them alive haven’t gotten what they want; the org must ferret out of the goals if the individual doesn’t know

69
Q

what is a corporation crisis? how do they usually occur?

A

an unexpected, non routine event that creates uncertainty and threatens an organization’s legitimacy; a result of negative publicity

70
Q

with the dow corning crisis, what is a common theme that comes to light?

A

organization trying to take blame without admitting fault

71
Q

who undermined dow corning’s credibility?

A

the FDA

72
Q

what did dow corning NEVER do?

A

say there were sorry

73
Q

what did dow corning’s ‘reducing offensiveness’ lead to?

A

investigation of breast implants in general, an internal struggle within DC, a struggle with DC and the FDA, $7.3 billion dollar settlement

74
Q

how did dow corning attack its accuser?

A

it criticized the FDA and said the media mischaracterized the facts

75
Q

how did dow corning take corrective action?

A

warned customers about dangers of massaging implants, stopped making silicone breast implants

76
Q

is the media your friend or foe?

A

media aren’t your friends, but they aren’t your enemies either

77
Q

what was tylenol’s market share in sep 1982? oct 1982? sep 1983?

A

35%; 8%; 29%

78
Q

who was the first victim of the tylenol crisis? in what city did they live? when did they die?

A

mary kellerman, 12yo; elk grove village, illinois; 7am

79
Q

which tylenol product was affected? what poison was used?

A

extra strength tylenol; potassium cyanide

80
Q

where was the two-faced god-victim of the tylenol crisis from? what was his job?

A

adum janus, 27 yo; arlington heights, illinios; postal worker. doctors thought had died of massive heart attack.

81
Q

who else died following the two-faced god-victim’s funeral? when did they die?

A

his 25 yo brother in law, stanley and 19 yo wife, theresa. headaches from consoling loved ones. stanley died same day and theresa 2 days later.

82
Q

who is james lewis?

A

some rando in NYC who claimed to be responsible for the tylenol murders. wanted $1 million to stop. no connections found but a dead body was found in his attic.

83
Q

what were the 2 actions that johnson & johnson took that were rare?

A

it investigated itself and found wrongdoing; and it was proactive in investigation itself and surpassing regulatory efforts (took own product off shelves and took own non mandatory measures to protect consumers)

84
Q

when was ‘the tylenol bill’ passed and what did it accomplish?

A

1983; made tampering with consumer products a federal crime

85
Q

when did the fda establish tamperproof guidelines?

A

1989

86
Q

who was responsible for lacing tylenol products?

A

no one was ever indicted

87
Q

what strategies are best in times of crises? which strategies should be avoided?

A

proactive and reactive strategies; avoid defensive ones

88
Q

what trumps secrecy?

A

openness

89
Q

compassion > __________
__________ > protection
__________ > profit

A

complacency;
proactive;
people

90
Q

when will consumers trust you?

A

when they know that you care?

91
Q

what’s the spin on richard branson?

A

‘put compassion for your customers first and they will be more likely to put your client first again’

92
Q

how did tylenol get its market share back to 29%? (11)

A
  • Developed new product protection methods including tamper proof packaging
  • Recalled more than 31 million bottles of Tylenol
  • Offered replacement capsules
  • Reward for anyone with information about the killers
  • Told consumers NOT to buy their product if the safety seal is broken
  • WELCOMED regulators, the media, etc., to inspect their factories, products, et al., to ensure they were confident in their offerings
  • Introduced the “caplet” rather than just their “powdery pills” (Cyanide has a powdery appearance, blending in with pills)
  • Price reductions
  • Investigated the situation more heavily than the police at times.
  • Invested more than $100,000,000 in safety and new product development
  • Critics who once forecast the “Death of Tylenol” now lauded the company’s handling of the matter
93
Q

what are the two objectives of a denial strategy in crisis communication?

A
  1. provides a target for the audience to blame 2. answers an important question: ‘if you didn’t do it, then who?’
94
Q

what 2 actions did dow corning take to turn around their crisis?

A
  1. released the internal documents 2. replaced 2 of the senior executives with mckennon, a known damage-control specialist
95
Q

in mckennon-era dow corning, how did the company bolster its image? (3)

A
  • more compassionate stance towards its consumers
  • sponsored studies
  • reconciled with fda

comm 3333: crisis comm (3 decks)

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