ADPR 3850 1nd Edition Lecture 15 Outline of Previous Lecture I II Public Opinion and Persuasion a Theories Persuasion Outline of Current Lecture I II Competition Conflict Management a Risk Communication b Crisis Communication 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 Competition Two or more groups fighting for the same resource Conflict When groups direct their efforts against each other often through verbal attacks Public Relations as the management of conflict Strategic conflict management Conflict is inherent in the PR process PR professionals must develop communication strategies to manage the conflict Factors influencing conflict management External and internal variables stance strategy Threat Appraisal Model PR 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 Phase 1 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 Phase Strategies 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 Communication 5 Variables Affecting Risk Perception 1 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 model 4 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 Sudden Crisis 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 H Coomb 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 media Conflict management is like deja vu all over again in that you start over again with tasks such as environmental scanning and issues tacking