Brand Activism and Crisis Communication

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Questions and Answers

What is considered essential for achieving authentic brand activism?

Avoiding polarizing issues

Alignment of purpose and values (correct)

Adopting a controversial stance

Using progressive messaging only

What does the term 'optimal incongruence' refer to in the context of brand activism?

Full alignment of a brand's messaging with societal expectations

A strategy of promoting only non-controversial topics

The right amount of difference between a brand's reputation and the issues it addresses (correct)

A complete mismatch between brand values and social issues

What does 'woke washing' imply about a brand's practices?

Full alignment with community needs

Misleading consumers regarding their social values (correct)

Avoidance of progressive messaging

Genuine commitment to social causes

Which concept emphasizes the importance of recognizing conflict in digital communication?

Agonistic orientation toward dialogue Signup and view all the answers

What aspect distinguishes Corporate Social Advocacy (CSA) from Corporate Political Advocacy (CPA)?

The specific causes they advocate for Signup and view all the answers

What is a major challenge identified in digital media relating to brand activism?

Difficulty in finding constructive dialogue Signup and view all the answers

What criteria must be met to attain authentic brand activism?

Alignment of message and practice Signup and view all the answers

The authors suggest that moments of disagreement in digital communication should be:

Focused on for greater insights into communication Signup and view all the answers

What characterizes crises in the Intentional Cluster?

Strong attributions of responsibility Signup and view all the answers

Which secondary crisis response strategy focuses on enhancing the organization's reputation?

Ingratiation Signup and view all the answers

Which primary crisis response strategy involves placing blame on another entity?

Scapegoat Signup and view all the answers

What strategy should public relations professionals prioritize when addressing criticism?

Engage with critics and learn from criticism Signup and view all the answers

How does the history of an organization affect its crisis response?

A history of crises intensifies the reputational threat Signup and view all the answers

What is 'churnalism' in the context of public relations and media?

A journalistic practice lacking editorial control Signup and view all the answers

What does effective framing in communication help achieve during a crisis?

Shapes stakeholders' perceptions and attributions of responsibility Signup and view all the answers

Which action is NOT part of primary crisis response strategies?

Bolstering Signup and view all the answers

What is a key principle of crisis communication according to the guidelines provided?

Stay updated about the facts Signup and view all the answers

Which aspect is NOT mentioned as part of effective internal communication during a crisis?

Hold regular Q&A sessions Signup and view all the answers

What is essential for a good relationship with the press during a crisis?

Deliver on your promises Signup and view all the answers

What is suggested as a method for organizations to gain media attention?

Create drama and emotional framing in their messages Signup and view all the answers

What must organizations balance when seeking to maintain visibility in media?

Building legitimacy while gaining visibility Signup and view all the answers

What is crucial for aligning effective communication?

Coordinating media, messages, and intended outcomes Signup and view all the answers

Which factor can diminish an NGO's ability to fight for their cause?

Having no news to share Signup and view all the answers

What role do researchers play in positively representing organizations in the media?

Responding to questions for clarity Signup and view all the answers

What is the primary focus of Situational Crisis Communication Theory (Coombs)?

To align communication with the perceived reputational threat Signup and view all the answers

In the theory of image restoration, what is a common human reaction during a crisis?

Seeking to blame external factors Signup and view all the answers

Which of the following factors can amplify the reputational threat during a crisis according to the SCCT?

A history of similar crises Signup and view all the answers

What is the purpose of assessing the crisis type in SCCT?

To categorize the crisis for strategic planning Signup and view all the answers

Which response strategy is most appropriate for a crisis categorized as a 'victim cluster'?

Diminish the organization's role Signup and view all the answers

What key action should be taken to communicate effectively during a crisis?

Show empathy and outline preventive measures Signup and view all the answers

What implication does a high attribution of responsibility have on an organization during a crisis?

It indicates a greater threat to organizational reputation Signup and view all the answers

Maintaining consistency in crisis response strategies is important because:

It strengthens stakeholder trust and understanding Signup and view all the answers

What is a major challenge for ENGOs in gaining media visibility?

The preference of media for short, attention-grabbing events Signup and view all the answers

How do ENGOs struggle with message framing in the media?

Media outlets often distort or misrepresent their messages Signup and view all the answers

What impact does churnalism have on journalism and science?

It decreases the number of investigative journalists Signup and view all the answers

Why are science journalists particularly vulnerable to churnalism?

They rely on expert sources due to the complexity of scientific data Signup and view all the answers

What is a significant consequence of the current business model for news media?

Decreased resources available for journalism Signup and view all the answers

Which aspect complicates the message flow for ENGOs on digital media platforms?

The unpredictable nature of social media environments Signup and view all the answers

What is an emerging trend affecting journalists' work and responsibilities?

An increase in elevated workloads requiring more content production Signup and view all the answers

What is one of the negative effects of the reliance on PR materials by journalists?

Potential erosion of journalistic credibility Signup and view all the answers

Study Notes

Brand Activism

Sincere and Credible Alignment: Brand activism must be authentic and align with a brand's purpose, values, messaging, and practices.
Typology of Brand Activism: Authors categorize brand activism based on the alignment of purpose, values, messaging, and practices.
Criteria for Authentic Brand Activism:
- Alignment of purpose and values.
- Controversial and polarizing issues.
- Progressive or conservative stances.
- Alignment of message and practice.
Optimal Incongruence: There should be a balance between a brand's reputation and the social/political issue it addresses. This allows for genuine brand engagement and promotes consumer understanding.
Woke Washing: Brands may promote progressive values without genuine commitment, misleading consumers.

Crisis Communication

Agonistic Orientation: Focus on moments of disagreement and conflict in communication recognizing that not all communication strives for agreement.
Corporate Social Advocacy (CSA): Advocacy for social causes.
Corporate Political Advocacy (CPA): Advocacy for political causes.
Analysis, Agenda Setting, Action: Understanding the situation, planning a response, and taking action.
Theory of Image Restoration (Benoit): Based on image and perception of a threat, crisis reaction often involves blaming others.
Situational Crisis Communication Theory (SCCT): Based on attribution theory, it explains how people attribute responsibility and react emotionally to events.
Stakeholder Behavior: Attribution of responsibility and emotions influence stakeholder behavior.
Crisis Response Strategies: Communication strategies should align with the reputational threat and stakeholder perception.

Crisis Communication Strategy

Assessing Crisis Type: SCCT identifies three types of crises based on the level of organizational responsibility:
- Victim Cluster: Low risk (natural disasters, rumors).
- Accidental Cluster: Moderate risk (unintentional technical errors).
- Preventable Cluster: High risk (organizational misconduct or violation of laws).
Determining Crisis Responsibility: Evaluating the level of responsibility stakeholders attribute to the organization, impacting the reputational threat.
Analyzing Crisis History & Relationships: Negative history or poor relationships with stakeholders increase the perceived severity of a crisis.
Selecting Crisis Response Strategies: SCCT provides various strategies: deny, diminish, rebuild.
Effective Communication: Address stakeholders' physical and psychological concerns by providing information, taking steps, and preventing future incidents.
Maintaining Consistency: Consistent messaging and strategies are crucial for effectiveness and avoiding confusion.

Crisis Response Strategies

Primary Crisis Response: Strategies to deny responsibility:
- Attack: Attacking the accuser.
- Denial: Refusing to accept responsibility.
- Scapegoat: Blaming someone else.
- Excuse: Denying intent to harm due to inability.
- Justification: Providing reasons for the crisis.
- Compensation: Offering financial or other forms of compensation.
- Apology: Expressing remorse.
Secondary Crisis Response: Bolstering strategies used to strengthen the organization's reputation:
- Reminder: Highlighting past positive actions.
- Ingratiation: Praising stakeholders.
- Victimage: Portraying the organization as a victim.

Crisis Management Practices

Engaging with Critics: Actively listening and learning from criticism.
Generating Positive News: Highlighting problem-solving efforts and positive developments.
Fast Facts, Slow Blame: Providing quick factual information and investigating before assigning blame.

Media & Journalism

Public Relations (PR) & Media Engagement: PR professionals engage with media outlets.
Churnalism: Journalism that relies on recycled content without verification or original reporting.
Journalism & Power: Journalism still maintains a gatekeeping function, even with the rise of churnalism.
Pressures on Journalists: High workloads, time constraints, and reliance on PR materials.

Science Journalism & Churnalism

Vulnerability to Churnalism: Science journalists rely heavily on expert sources, making them susceptible to PR materials.

Environmental NGOS & Media

Dependence on Media Visibility: NGOS need media attention to raise awareness and advocate.
Strategic Media Engagement: NGOS use creative approaches to gain attention, including newsworthy events, drama, and social media.
Maintaining Legitimacy: Finding a balance between visibility and maintaining legitimacy.
Control Over Framing: Challenges in controlling how media outlets frame their messages.
Oppositional Media: Countering messages from groups with opposing interests.

Challenges with Digital Media for NGOS

Message Flow & Meaning: Difficult to manage message flow in the open and unpredictable digital space.
Control Over Outcomes: Reduced control over messaging and outcomes on digital platforms.

Future Research on NGOS

Media Strategies: Analyzing NGO media strategies.
Campaign Effectiveness: Evaluating the effectiveness of media campaigns.
Network Analysis: Studying how NGO messages are disseminated online.
In-Depth Interviews: Gathering insights through qualitative research.

Effective Communication

Alignment of Media, Messages, & Outcomes: Integrating media choices, message framing, and organizational goals.
Digital Media Challenges: Maintaining control of message flow and meaning in the digital space.
Churnalism & Science Journalism: Understanding the impact of churnalism on the quality of science journalism.

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Description

This quiz explores the concepts of brand activism and crisis communication, focusing on authentic alignment of values and the challenges of misleading practices like woke washing. Understand how brands navigate polarizing issues while maintaining their reputation and fostering genuine engagement. Test your knowledge on effective communication strategies in times of conflict.