ADPR 3850 1st Edition Exam 3 Study Guide Lectures 15 18 Lecture 15 Why 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 Phase 2 Strategic Phase 3 Reactive Phase 4 Recovery Phase Describe in detail the phases of the conflict management life cycle 1 PROACTIVE PHASE To prevent a conflict from arising or spreading environmental 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 PHASE Emerging conflict is identified as needing action 9 risk communication communicating the risk to vulnerable publics 9 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 PHASE Must react when conflict reaches a critical level of impact 9 Crisis communication putting that planning into effect help victims communicate plans through media 9 Conflict resolution techniques reduce the conflict and or bring about resolution 9 Litigation public relations preparing for legal actions 4 RECOVERY PHASE Strategies employed in the aftermath to bolster or repair reputation 9 Reputation management Research based approach to understand and bolster reputation 9 Image 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 Efficacy 2 Complexity 3 Familiarity 4 Message consistency 5 Consequences What 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 and gets 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 familiar with the needs of the media Lecture 16 What are the three segmenting variables 1 Age based Audiences 2 Gender and Lifestyle Audiences 3 Ethnicity Audiences Why is diversity in media so important today The number of options for