ADPR 3850 1st EditionExam # 3 Study Guide Lectures: 15 - 18Lecture 15Why is conflict management an important aspect of Public Relations?If we remember the definition of Public Relations (the strategic management of competition and conflict… for the mutual benefit of the organization and its various stakeholders and publics), conflict will always occur within PR. The components of managing this conflict are:- Strategic: for the propose of achieving particular objects- Management: planned, deliberate action- Competition: striving for the same object, position, or prize as others.- Conflict: sharp disagreements or opposition resulting in a direct, overt threat of attach from another entity.Define competition & conflict.Competition: Two or more groups fighting for the same resource.Conflict: When groups direct their efforts against each other, often through verbal attacks. It is inherent in the PR process.What is the threat appraisal model and how does it help with conflict management? How do organizational and situational demands affect this model?- The threat appraisal model is how PR professionals monitor for threats, access those threats, arrive as a desirable stance for the organization, and then begin communications efforts from that stance and dissolve the threat. An identified threat to an organization requires assessment of the demands so that it can be determined what resources are needed and available to combat that problem.- An identified threat forces a PR professional to consider organizational and situational demands. Organizational demands are things such as nature, duration, and complexity of the crisis. Situational demands is the question that ask, “How is the severity of the threat assessed” things like time, money, etc. Describe contingency theory, including the range of the contingency continuum.Contingency theory is made up of two main principles: 1) the factors that drive the stance of conflict and 2) the contingency continuum: the idea that the stance is dynamic meaning it changes as events unfold. Contingency continuum: ranges from pure advocacy to pure accommodation. Pure advocacy can be completely disagreeing or refuting claims. Pure accommodation is the idea that the organization agrees with its critics, changes in policies, and will even “apologize” for “actions”.What are the phases of the conflict management life cycle?1. Proactive Phase2. Strategic Phase3. Reactive Phase4. Recovery PhaseDescribe in detail the phases of the conflict management life cycle.1. PROACTIVE PHASETo prevent a conflict from arising or spreadingenvironmental scanning: reading, watching, paying attention to matters of interest to organization.issues tracking: a more narrowed version of the one above. becomes more focuses and systematic through processes such as the daily collection of news stories. issues management: when the organization makes behavioral changes or creates strategic plans in ways that address the emerging issues.crisis plan: preparing for worst - an issue of an event has escalated to crisis proportions.2. STRATEGIC PHASEEmerging conflict is identified as needing action.9 risk communication: communicating the risk to vulnerable publics9 conflict positioning strategies: how can the organization best position itself in the “court of public opinion” and in preparing for possible litigation?9 crisis management plan: planning for crisis communication for the specific issue at hand.3. REACTIVE PHASEMust react when conflict reaches a critical level of impact.9Crisis communication: putting that planning into effect; help victims; communicate plans through media.9Conflict resolution techniques: reduce the conflict and/or bring about resolution.9Litigation public relations: preparing for legal actions.4. RECOVERY PHASEStrategies employed in the aftermath to bolster or repair reputation.9Reputation management: Research-based approach to understand and bolster reputation.9Image restoration strategies: An extreme form of reputation management when damage to an organization is large.Control of Efficacy, Complexity, Familiarity, Susceptibility, Message Consistency, and Severity are the 5 variables affecting risk perception. True or False?False.The 5 Variables affecting risk perception are:1. Control of Efficacy2. Complexity3. Familiarity 4. Message consistency 5. ConsequencesWhat is control of efficacy?The idea of “how much control do you have or risk avoidance.In order to influence the outcome of a fear appeal tactic, the extended parallel processing model consists of these factors:- Self-Efficacy: Can I perform the tasks needed to control the threat/risk. Ex - convincing people to get a breast exam. Do people have time to go and do that?- Response Efficacy: If I perform those tasks, will it prevent the threat/risk. Ex - if a woman goes andgets the exam, will it uncover the cancer that might be there?- Susceptibility: Does the threat/risk impact me? Ex - as a male, I don’t worry about breast cancer- Severity: Is the threat/risk large enough to worry about? Ex - flu compared to breast cancer.What is the most appropriate way to handle risk communications?- Initiate a dialogue early- Actively solicit and identify concerns- Recognize the public as a legitimate partner in the process.- Address issues of concern- Anticipate and prepare for hostility- Understand the media’s needs.- Always be honest.Know examples of crises:- Accidents- Terrorist Attacks- Natural Disasters- Disease Epidemics (like Ebola)___________ Crisis Communication Strategies are attacking the accuser, denial, excuse, justification, integration, corrective action, and a full apology.Coomb’s Describe Coomb’s Crisis Communication Strategies in greater detail.- Attack the accuser- Denial — statement/idea that there is no crisis.- Excuse — the organization minimizes its responsibility for the crisis.- Justification — minimal harm done; user problem- Integration — person appeases those who complain- Corrective action — practitioner takes steps to repair damage.- Full apology — “Please forgive me for what I have done.”Be familiar with how to communicate during a crisis:- Designate a spokesperson- Put the public first- Be accessible- Take responsibility- Communicate with key publics- Set up a central information center- Be care when saying “no comment” as it can be interpreted differently.- Be honest- Provide information often- Monitor news coverage and the phone- Be