Week 4 - Corporate messaging

Question 1

What are the 3 types of management?

Answer 1

Reputation management, risk management, crisis management

Question 2

8 steps of strategic planning

Answer 2

1. Identify your objectives
2. Know your organisation
3. Understand the situation
4. Analyse your publics
5. Select the channel
6. Predict the outcomes
7. Prepare evaluations
8. Practice

Question 3

What is reputation management?

Answer 3

Continual long term process of how an organisation seeks to influence the way its public view and understand the organisation

Question 4

What is risk management?

Answer 4

Process of identifying, controlling, and minimising the impact of uncertain events on an organisation

Question 5

What is crisis management? (four Fs)

Answer 5

• Front up (set objectives that maintain or restore credibility
• Fess up (be accessible to your publics asap)
• Fix it
• Fast

Question 6

Trust VS Confidence

Answer 6

Trust: individuals, personal
Confidence: organisations, institutional

Question 7

What are the access points of trust vs confidence?

Answer 7

Moments of crisis that expose tension between confidence and trust

Question 8

We want corporate apologies to

Answer 8

Say they are sorry, fix the problem, explain why

Question 9

What is cognitive decision-making?

Answer 9

One believes the majority will understand reasoning, Corporations favour this path.

Question 10

What is normative decision-making?

Answer 10

One believes that others expect them to respond by:
-assigning blame
-ignoring disappointment
-denial