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UGA ADPR 3850 - Managing Conflict and Competition
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ADPR 3850 1nd Edition Lecture 15 Outline of Previous LectureI. Public Opinion and Persuasiona. Theories II. PersuasionOutline of Current Lecture I. CompetitionII. Conflict Managementa. Risk Communicationb. Crisis CommunicationRemember the definition of Public Relations: The strategic management of competition and conflict… for the mutual benefit of the organization and its various stakeholders and publicsCompetitionTwo or more groups fighting for the same resource.ConflictWhen groups direct their efforts against each other, often through verbal attacks. Public Relations as the management of conflictStrategic conflict management:- Conflict is inherent in the PR process.- PR professionals must develop communication strategies to manage the conflict.Factors influencing conflict managementExternal and internal variables —> stance —> strategyThreat Appraisal ModelPR professionals monitor for threats, access those threats, arrive as a desirable stance for the organization, and then begin communications efforts from that stance.Situational demands — nature, duration, and complexity of the crisis.Resources — Time, money, etc.Contingency Theory- Factors: a matrix of factors drive the stance.- Contingency Continuum: Stance is dynamic; it changes as events unfold.The Conflict Management Life Cycle: The Reactive Phase1.Crisis communication: putting that planning into effect; help victims; communicate plans through media.2.Conflict resolution techniques: reduce the conflict and/or bring about resolution.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.3.Litigation public relations: preparing for legal actions.Recovery PhaseStrategies employed in the aftermath to bolster or repair reputation.- Reputation management: Research-based approach to understand and bolster reputation.- Image restoration strategies: An extreme form of reputation management when damage to an organization is large.Risk Communication5 Variables Affecting Risk Perception1. Control of Efficacy — how much control do you have or risk avoidance? 2. Complexity — how hard is it to avoid the risk (ex: flue shots)3. Familiarity — how familiar is the behavior required to avoid the risk (hurricane preparation for example)4. Message consistency — are your messages consistent?5. Consequences — Do your audiences believe the consequences apply to them?Extended parallel processing model4 factors are believed to influence the outcome of a fear appeal message:— Self Efficacy: Can I perform the tasks needed to control the threat/risk.— Response Efficacy: If I perform those tasks, will it prevent the threat/risk.— Susceptibility: Does the threat/risk impact me?— Severity: Is the threat/risk large enough to worry about?Suggestions for Risk Communication:- 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.Examples of Crisis:—Accidents—Terrorists Attacks—Natural Disasters—Disease Epidemics (like Ebola)—Smoldering versus SuddenCrisis Communication Management is all about filling the void:- Principle: when a crisis occurs, an information vacuum is created.- Principle: when a vacuum exists, it will be filled. Smoldering Crises: 86% of business crisis are smoldering crises. How various organizations respond to crises:HCoomb’s Crisis Communication Strategies- Attack the accuser- denial- excuse- justification — minimal harm done; user problem- integreation — appease those who complain- corrective action- full apology — “Please forgive me for what I have done..”How to communication during a crisis is very important.- Designate a spokesperson- Put the public first- Be accessible- Take responsibility (Ryan Braun v. Roger Clemens)- 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 mediaConflict management is like deja vu all over again in that you start over again with tasks such as environmental scanning and issues


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UGA ADPR 3850 - Managing Conflict and Competition

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