Chapter 2 Crisis Communications A Casebook Approach Crisis Communications Theory Academic researchers study the methods and procedures of professional communicators and develop theories of what is and what is not effective Theory Used to explain what will work what decisions should be made and how what actions are likely to result and how and how things relate Theories applied to crisis communications are often theories in communications sociology and psychology Apologize Theory Apologia An effort to defend reputation and protect image Organization may insist that the charges are false and totally deny them Redefinition Organization communicates to its public s that it di not intend to commit the misdeed If the organization can show how it has taken steps to prevent the occurrence or the recurrence of the misdeed all may be forgiven Dissociation Informing publics that the organization might seem to have committed a misdeed but actually has not Conciliation An actual apology Image Restoration Theory Builds on the apologia theory The organization determines what is threatening a reputation or image and also determines which publics must be addressed and persuaded in order to maintain and restore positive image Decision Theory Concerned with counseling management and other leaders to make the most effective decision Satisficing Decision makers do not opt for the greatest benefit but settle for the decision that will satisfy minimum requirements usually because they do not have adequate data with which to formulate decisions Diffusion Theory Also called diffusion of innovations theory Examines how new procedures practices and objects are adopted and accepted by companies and individuals Five step process Awareness The body is exposed to the idea Interest The body develops interest in the idea Evaluation Pros and cons are determined and considered Trial The idea is implemented perhaps temporarily to determine its effectiveness Adoption Failure to adopt Acceptance or rejection of the idea change or innovation Whether something is adopted or not depends on three variables 1 The Past What has happened previously 2 The Decision Makers What are the characteristics of the decision making body that make it open or closed to change 3 The Innovation Change Does the innovation show more obvious advantages and few disadvantages over present practice or procedure Change Agents Often communicators or public relation professionals who try to move the body forward toward adoption Excellence Theory Based on types of public relations practices called models Model 1 Press Agentry Publicity Model Public relations practitioners are interested in making their organizations or products known Model 2 Public Information model This model is characterized by the desire to report information journalistically Model 3 Two Way Asymmetric Model The public relations practitioner uses social science theory and research such as surveys and polls to help persuade publics to accept the organization s point of view Model 4 Two Way Symmetric Model The public relations practitioner is an intermediary between the organization and its publics