Test 2 Flashcards
problem
commonplace (occurence)
fairly predictable
addressed without arousing public attention, draining resources
problem
crisis
less predictable
brings unwanted public attention
can challenge org. to its core values
requires investment of time/resources to resolve
crisis
official crisis definition
event/occurrence that threatens to create a firestorm of harshly negative media coverage that could damage the reputation or future viability of an org.
characteristics of a crisis
sudden
severe
urgent
types of crisis
natural disasters
technological incidents
organizational misconduct
marketplace and political crisis
Worst crisis for image
organizational misconduct (scandal)
crisis communication
communication between the org. and its publics during the negative occurrence
designed to minimize damage
designated spokesperson
more people talking, more likely to seem less credible with contradictions (what is said)
crisis management
use of PR to minimize harm to the org. in emergency situations that could cause the organization irreparable damage
key:preparation
goal of crisis management
to avert crisis or more effectively manage those that do occur by ending it quickly, limiting the damage, and restoring credibility
stages of crisis management
research prevention prepare/plan practice response recovery
research
identify potential threats
review policies of personnel, conduct, financial, safety measures, services/procedures
prevention
eliminate/lessen threats
make changes in policies as needed
understand that crisis will happen
prepare/plan
Crisis Management Plan
- identify possible crisis situations
- CMT (crisis mgmt team)-talks to press
- EOC (emergency operation center)
- MIC (media information center)
what things should you bring to prepare/plan
chairs, podium, food, backdrop, security
response
analyze situation
execute plan
communication with publics using predetermined channels
recovery
lessons learned
evaluate/continue corrective measures
Tylenol crisis
cyanide laced extra strength capsules result in deaths
johnson and johnson issued a product recall
company seen as victim and responsible in response
Tylenol crisis mgmt
Johnson and Johnson issued recall
- response viewed as ideal
- posted 100,00 award for killer
- full pg advertisements
- offered exchange for capsules to tablets
- toll-free hotline
- chairperson visible on tv
- sent 450,000 electronic messages to medical community
- introduced triple-sealed tamper resistant package and caplets
Pepsi Crisis
1993-first report of syringe found in diet pepsi can (Seattle) reports from 23 states in 1 week press/ceo highly visible, accessible video news releases surveillance video mystery solved in 8 days
Apologia
defense that seeks to present a compelling, counter description of organizational actions
does not always contain an apology
goal of apologia
to place wrongdoing in more favorable context
types of apologia
- redefinition (Chrysler/test program)
- statement of regret (still don’t take responsibility)
- dissociation (distance yourself from wrongdoing)
Individual/group dissociation
scapegoat/badseed
toshiba
Chrysler
Brasshats-unhooking odometers
responded by calling it a test program
committed a mistake in bad judgment
Toshiba
sold top-secret computer and mailing equipment to USSR
breech of national security
senator voted on ban on toshiba products in the U.S.
admitted engaging in wrongdoing, but didn’t name/explain it
Volvo
deceptive ads (monster trucks)
presented as exhibition when it was a dramatization
an error in failing to label it based upon actual events
Texas Flood
Michael Watter
dressed to look like he was working (no suit, sleeves rolled up)
Virginia Tech
- president=spokesperson, no talk of corrective action
- call to 911 was inaccurate, stalker not boyfriend
- facts constantly changing
- 2 hours before campus was notified
- recovery=completely flexible to assist students
- gave lost lives excerpts in magazine
Nonprofit PR
tax-exempt noncommercial entities whose purpose is to serve the public interest
key issues of nonprofit pr
- maintaining positive public image
- fundraising and cost containment
- transparency
- recruiting
- creating COM programs/campaigns to stimulate public interest in org’s. goals and invite public participation
membership organization’s main purpose
represent the interest of members to other publics
emphasis on recruitment/retention
PR duties for membership orgs.
- influence legislation, regulation through lobbying
- plan meetings
- create publications
- acting as spokesperson
PR in social orgs.
- few employees, rely on volunteers
- emphasis on innovative approaches
Social Orgs. goals
- develop public awareness of orgs. purpose and activities
- induce individuals to use the services the org. provides
- create educational materials
- recruit/train volunteer workers
- obtain funds to operate the org.
Recruiting Volunteers
- inform people about mission/purpose
- match volunteers with duties that are relevant to their skill and ability
- testimony from previous volunteers
- incentives
- show appreciation through thank you letter
Risks of fundraising
- burnout
- ethical standards
- credibility
types of fundraising
- donations
- direct mail
- sponsorship of events
- telephone solicitations
- phone banks
- endorsements, licensing
- social media
- races/marathons
Issue
created when one or more persons attaches significance to the situation
created through interaction
vary over time
vary in status/signficance
Issue status
degree of significance attached to a situation
leads to action
issue status varies with
how many people attach significance
how much significance they attach
the significance of the people attaching
issue management
meaningful participation in creation of public policy that affects personal and institutional destiny
Corporate Gov’t Relations Duties
- monitor issues up for debate in legislative bodies and regulatory agencies through trade associations
- disseminate info about company’s position to key publics
- visit with gov’t officials
- provide testimony at hearings
- write/deliver speeches
- write letters
- prepare position papers/newsletters
Lobbyist
someone hired to influence lawmakers, gov’t officials, or their aides
efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency bodies
work at all levels of gov’t
example of lobbying
healthcare, firearms
Grassroots lobbying
no rules/regulations
tools include: toll-free phone lines, websites, direct mail
involved coalition building to get individuals and groups with no financial interest to speak about an issue on the sponsor’s behalf
Gov’t Bodies mission
public service by disseminating info
to inform citizens about services and how to use them
gain support for new laws
gain voluntary obedience with laws
Gov’t dept. of PR
- mission/legitmacy are scrutinized more extensively
- FEMA
- CIA
- Dept. of Homeland Security
- NC DMV
- City of Wilmington
- New Hanover County
Duties of Gov’t PR
- manage press/public inquiries
- news releases/press conferences
- manage social media
- prepare speeches for top officials
- writing/producing informational materials
police video
positioning
political campaigns
- act as spokesperson
- formulate strategy and positions on issues
- develop mass mailings
- coordinate ads
- scout sites for speeches and events
- stage events
- write speeches
- create campaign films
- build networks through social media/internet
Entertainment PR
- fascination with celebrity gossip
- image is everything
- magnitude of money at stake
event promotion
generate publicity and buzz to stimulate ticket sales
film release
- target audience: what shows do they watch
- talk show appearances and exclusives
- giveaways/contests
Publicity/Promotion
pub: uncontrolled, appearances, media training
prom: controlled, news release, head shots, photos
Image restoration strategies (Benoit)
- denial
- evade responsibility
- reduce offensiveness
- corrective action
- mortification
Lessons learned (hugh grant)
- think before you act
- your reputation is who you are as far as the publics concerned
- people want to forgive you if you give them reason to
- be candid and forthcoming
- bad press is still press
Film as Instigator
- company must respond to “accurate” negative portrayal in film
- Erin Brockovich
Crisis mgmt in film distribution
- historical inaccuracies (least problematic)
- representations/portrayals on minorities (stereotype)
- copycat syndrome
- excessive violence/sex
- controversial topics
Fight Club
-too much violence
-film targeted teenage boys
-copycat fight clubs
immoral
-bomb-making
-evokes memory of okl. city and 9/11
-shows fighting as a solution to problem
RACE
research, plan, communication, evaluation
Research; situation analysis
initial client interview
- review website, social media, media coverage
- develop questions
Archival research
anything org. has produced itself (photos, language, style)
when org. completely controls content
Secondary research
anything outsiders say about the company
uncontrolled
helps view what publics think about client
ex: retweets, published materials, transcripts, Nexis/Lexus
Qualitative research
- soft data
- open-ended qs
- exploratory
- offers rich insight/understanding
Quantiative research
- hard data (numbers)
- closed-ended questions
- can generalize to large populations
focus group (quant)
informal research method in which interviewers meet with groups of selected individuals to determine their opinions
advantages of focus group
inexpensive
immediate feedback
visual stimuli
follow up qs
disadvantages of focus group
session domination
results cant be quantified
courtesy bias: tell researcher what you think they want to hear
why focus group?
- test potential of proposed new products
- generate ideas for improving existing products
- to get feedback about idea in short amount of time
- choose qs to be used in quantitative studies
Four lessons from Disney’s downfall
- be proactive-preparation is everything
- cover all your bases
- public relations 101
- use it or lose it
