1 Issues Lecture and Text Issues Management is the process of identifying issues that impact our organizations and managing the organization s activities related to that issue o The proactive and systematic approach of Predicting problems Anticipating threats Minimizing surprises Resolving issues and Preventing crises o By developing a wider and more positive range of possible organizational responses and influencing the course of the conflict to the benefit of your client and constituents o Direct criticized for contributing to childhood obesity McDonalds adds Issues impact healthy food o Indirect McDonalds drops celebrity spokesperson accused of rape Issues Management is PROACTIVE o Recognizing simmering societal issues that may impact your organization o Creating plans to avert adverse impacts o DOING THE RIGHT THING IS THE LEAST DISRUPTIVE OPTION Crisis PR is REACTIVE o To extraordinary events frequently sudden or unexpected events events that adversely affect reputation or financial stability Issue Management Process o Identification Tracking Environmental scanning monitoring media monitoring key constituencies o Issue Analysis Who is affected who are opinion leaders who are key vulnerabilities what are potential consequences o Depth of Problem Is it really a problem Do nothing now continue monitoring Do something tinkering Do something significant change Discontinue or start new program o Strategic Options What steps can we take Re position problem or company action Outside the box options What are possible consequences Are options consistent with values o Develop Program Position solution communicate intent ally with partners advocates EXECUTE o Evaluation Neutralize criticisms assess media change in reputation position Issues go through 4 stages o Latent early stages o Emergent developing awareness among specialty media interest groups and early adopters without coherent plans YET o Hot full blown debate well articulated plans o Fallout somewhat settled policies emerging although it COULD flair again 2 Crisis Communications Lecture Lattimore Ch 17 pp 370 4 HH Ch 2 16 A Crisis is an extraordinary event series that adversely affects the integrity of the product organization of health wellbeing of employees community or publics A crisis often involves Patrick Jackson Cases in PR Management Lecture o Disruption in organization s functioning often in operations that o Brings scrutiny often from the media and other watchdogs and o May significantly impact the organization s financial stability and future prospects Elements of crisis and how they might escalate Steven Fink Lecture o Escalating in intensity o Falling under close media scrutiny o Interfering with normal operations of business o Jeopardizing the positive image or a company and its officers o Damaging an organization s bottom lime Crises are a dangerous opportunity or good things can come from them o Heroes can be born latent problems can surface change can be accelerated new strategies can evolve new competitive edges can appear o Financial loss injury or death of stakeholders environmental damage organizational structure change industry impact 5 types of crises Institute of Crisis Management Susan Simon o Act of God o Mechanical Failure o Human Error o Management Action Inaction o Criminal Act Sudden vs Smoldering crises Institute of Crisis Management Lecture o Only 7 percent of crises were catastrophes or Acts of God in 09 o 35 are sudden o 65 are smoldering o 51 caused by management o 30 causes by employees o Most years more crises are smoldering and caused by man management 3 Stages of Crisis crisis preparation o Pre crisis May include escalating issue Signal detection prevention o Crisis event Crisis recognition crisis containment o Post crisis Organizational learning follow up communication continual monitoring Crisis Planning o Only 56 of companies w CMPs have a dedicated Crisis Management o 80 of crisis managers learn on the job o Less than 1 3 of Fortune 1000 companies with CCPs have ever tested o 50 of U S companies w CMPs have engaged in crisis training in the Team them past year Checklist for Crisis Comm Wilcox o Put public interest first o Find out the facts o Determine possible scope o Determine publics o Set up EOC o Designate spokesperson s o Update when new information available o Be accessible to media and familiar with outlets deadlines o Communicate information swiftly to all key publics 3 Not for Profit Public Relations Lecture Lattimore Ch 15 Differences For profit success based on quality of goods services the company produces o Extra monies after operating costs are distributed to company Not for profit success based on the good the organization does owners shareholders o Reputation based on goods and services o Pay taxes o Mission survive and thrive o Extra monies are put back into organization o Reputation based on the good your do o Tax exempt 501C 3 o Mission to make the world cause better Key publics Volunteerism o Volunteers Donors Board of directors Users Neighbors o 1 in 5 Americans volunteers Bureau of Labor Statistics o Median time spent volunteering is 4 hours o Most likely to volunteer youth parents and seniors retirees Fundraising is a key activity o Individuals account for 75 of total giving o National Charities Information Bureau standard 70 of funds donated should go to service programming o Nine steps identify policies define relevant trends identify communication and financial support activities specify administrators for specific tasks designate program coordinators establish program objectives conform activities to objectives develop activity plans establish a control system Large not for profits o YMCA o American Red Cross o Catholic Charities o Salvation Army o United Jewish Communities o Goodwill Industries o Shriners Hospital o Boys Girls Clubs of America o American Cancer Society NFP include o Universities and schools o Museums zoos aquariums o Charities Red Cross United Way Habitat for Humanity o Advocacy Conservation International AARP Humane Society o Associations PRSA National Restaurant Association o Research organizations Pew Center Kaiser Family Foundation o Religious orders Catholic Charities Lutheran Church Goals and objectives focus on o Develop awareness of organization s purpose and activities o Raise awareness of cause problem o Entice use of organization s services o Raise funds o Recruit members donors and volunteers PR Activities often include o