Public Relations Crisis Management
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Questions and Answers

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

  • Identifying sources of rumors
  • Preventing organizational crises
  • Managing stakeholder relationships
  • Aligning response strategies with public blame (correct)

Which type of crisis is characterized as a victim crisis?

  • Interstate vehicle pile-up
  • Data breaches
  • Fyre Festival
  • Natural disasters (correct)

In SCCT, what is a key differentiator for accident crises?

  • They occur without any warning signs
  • They are preventable but unintended (correct)
  • They result in significant public outcry
  • They are always caused by negligence

What type of response strategy involves accepting responsibility and apologizing?

<p>Rebuild (A)</p> Signup and view all the answers

How do PR practitioners evaluate crises in order to determine organizational culpability?

<p>Through thoughtful analyses (A)</p> Signup and view all the answers

Which of the following best describes preventable crises?

<p>Caused by mismanagement or foreseeable errors (D)</p> Signup and view all the answers

What role does social media play in crisis situations, according to SCCT?

<p>It can spread rumors and escalate crises (D)</p> Signup and view all the answers

What central question is key during the initial crisis assessment in SCCT?

<p>Who is to blame? (B)</p> Signup and view all the answers

What does contingency theory propose regarding crisis response strategies?

<p>The best response strategy depends on the specific situation. (B)</p> Signup and view all the answers

In a situation where WonderTech discovers a defective battery in some of its phones, what might be an appropriate initial response?

<p>A small recall and direct communication with affected customers. (D)</p> Signup and view all the answers

Which of the following represents a key aspect of situational crisis communication theory?

<p>Engaging in two-way communication can help mitigate crises. (C)</p> Signup and view all the answers

What type of crisis involves reactions to security threats, such as terrorism or natural disasters?

<p>Natural crises. (D)</p> Signup and view all the answers

How can organizations effectively use social media during a crisis?

<p>To communicate transparently with stakeholders. (C)</p> Signup and view all the answers

What is the role of social media creators during a crisis?

<p>They are the first to identify and post about crises online. (C)</p> Signup and view all the answers

What is a common misconception about managing crises?

<p>Every crisis requires the same response approach. (B)</p> Signup and view all the answers

Which response strategy did Bud Light take after the backlash from their partnership with Dylan Mulvaney?

<p>They placed two marketing executives on leave. (D)</p> Signup and view all the answers

Blame assessment in crises primarily focuses on what?

<p>Understanding the root causes of the crisis. (B)</p> Signup and view all the answers

What was a key consequence of the backlash against Bud Light related to social media interactions?

<p>There was a 11% to 26% drop in sales. (C)</p> Signup and view all the answers

What is emphasized as a best practice in the Social Media Crisis Communication Model?

<p>Centralizing the flow of information to avoid mixed messages. (D)</p> Signup and view all the answers

What is an incorrect strategy for organizations to adopt when facing a crisis?

<p>Delayed communication to avoid negative media attention. (C)</p> Signup and view all the answers

How did the public react to Bud Light's partnership with Dylan Mulvaney?

<p>Conservative groups initiated boycotts and backlash. (B)</p> Signup and view all the answers

Which type of social media user receives crisis information from social media creators?

<p>Social media followers. (D)</p> Signup and view all the answers

Which outcome signifies the impact of social media on a brand's reputation during a crisis?

<p>An 11% to 26% drop in sales for Bud Light. (C)</p> Signup and view all the answers

What should PR practitioners do to navigate crises effectively according to the SMCC model?

<p>Understand the relationships between various communication sources. (B)</p> Signup and view all the answers

Contingency theory suggests that organizations have unlimited ability to adapt to any situation.

<p>False (B)</p> Signup and view all the answers

Proactive issues management involves identifying potential crises before they escalate.

<p>True (A)</p> Signup and view all the answers

The dormant stage of an issue’s life cycle is characterized by high public pressure and visibility.

<p>False (B)</p> Signup and view all the answers

Monitoring public sentiment through social media is a step in proactive issues management.

<p>True (A)</p> Signup and view all the answers

The current/crisis stage in the issue life cycle is marked by a lack of public awareness.

<p>False (B)</p> Signup and view all the answers

Al Gore supported the development of the Homestead Air Force Base into a commercial airport without any hesitation.

<p>False (B)</p> Signup and view all the answers

The outcome of Gore's situation was perceived as ambiguous by both environmental and Cuban-American communities.

<p>True (A)</p> Signup and view all the answers

Social media always provides organizations with positive feedback during a crisis.

<p>False (B)</p> Signup and view all the answers

In contingency theory, strategic adjustments are always successful in adapting to changes.

<p>False (B)</p> Signup and view all the answers

Reports of injuries during a crisis do not warrant a total recall of products.

<p>False (B)</p> Signup and view all the answers

Supporting environmental initiatives aligned well with Al Gore's need for Cuban-American support.

<p>False (B)</p> Signup and view all the answers

Pure accommodation in social media terms refers to fully conceding to public demands.

<p>True (A)</p> Signup and view all the answers

The development of the Air Force Base was unanimously supported by both the locals and environmentalists.

<p>False (B)</p> Signup and view all the answers

Gore’s campaign utilized surrogates to message the issue of the Air Force Base's development.

<p>True (A)</p> Signup and view all the answers

Effective communication during crises helps strengthen relationships with all stakeholder groups.

<p>True (A)</p> Signup and view all the answers

The need to reassure safety during a major crisis is irrelevant to public perception.

<p>False (B)</p> Signup and view all the answers

Contingency theory suggests that a one-size-fits-all approach is best for crisis management.

<p>False (B)</p> Signup and view all the answers

The Tylenol poisoning incident is noted as an example of how to effectively mitigate crises.

<p>True (A)</p> Signup and view all the answers

Government response to disasters is always effective and well-received.

<p>False (B)</p> Signup and view all the answers

Facing contentious situations requires organizations to remain passive and avoid communication.

<p>False (B)</p> Signup and view all the answers

In the case of WonderTech, a small recall might be sufficient if the defective issue is contained early.

<p>True (A)</p> Signup and view all the answers

Contingency theory indicates that every crisis situation should follow a strict set of guidelines.

<p>False (B)</p> Signup and view all the answers

Research and analysis help in developing effective strategies for public relations in crisis situations.

<p>True (A)</p> Signup and view all the answers

The primary focus of any crisis management strategy is to deny responsibility.

<p>False (B)</p> Signup and view all the answers

Victim crises occur when the organization is seen as the aggressor.

<p>False (B)</p> Signup and view all the answers

Preventable crises are generally caused by management errors or foreseeable problems.

<p>True (A)</p> Signup and view all the answers

Organizations should only adopt a deny response strategy to address crises.

<p>False (B)</p> Signup and view all the answers

Accident crises are preventable but occur unintentionally due to circumstances.

<p>True (A)</p> Signup and view all the answers

A key question during initial crisis assessment is who is responsible for the incident.

<p>True (A)</p> Signup and view all the answers

The rebuild response strategy involves denying any responsibility for the crisis.

<p>False (B)</p> Signup and view all the answers

Crisis response strategies should be aligned with the level of public blame faced by the organization.

<p>True (A)</p> Signup and view all the answers

People often blame external factors like climate change for preventable crises without consideration of management roles.

<p>True (A)</p> Signup and view all the answers

Social media creators are the last to identify and post about crises online.

<p>False (B)</p> Signup and view all the answers

Bud Light's partnership with Dylan Mulvaney was received positively without any backlash.

<p>False (B)</p> Signup and view all the answers

The Social Media Crisis Communication Model emphasizes the importance of centralizing the flow of information during a crisis.

<p>True (A)</p> Signup and view all the answers

The outcome of the Bud Light incident resulted in an increase in sales and a top-selling status for the brand.

<p>False (B)</p> Signup and view all the answers

Social media interactives receive crisis information indirectly through social media and traditional media.

<p>True (A)</p> Signup and view all the answers

Anheuser-Busch supported Dylan Mulvaney throughout the controversy rather than distancing itself from her.

<p>False (B)</p> Signup and view all the answers

The social media crisis communication model does not consider the roles of traditional media during a crisis.

<p>False (B)</p> Signup and view all the answers

Positive reinforcement, such as thanking stakeholders, is an important part of reinforcing reputation.

<p>True (A)</p> Signup and view all the answers

What is emphasized as a fundamental aspect of public relations in modern interpretations?

<p>Focus on reciprocal relationships (C)</p> Signup and view all the answers

Which outcome reflects a successful organization-public relationship?

<p>Satisfaction from both parties (D)</p> Signup and view all the answers

What concept involves ensuring that both parties in a relationship feel a sense of control?

<p>Control mutuality (B)</p> Signup and view all the answers

Which relational management strategy focuses on fostering a positive demeanor during interactions?

<p>Positivity (A)</p> Signup and view all the answers

Which factor is considered essential for building trust in an organizational-public relationship?

<p>Transparency in intentions (C)</p> Signup and view all the answers

What is one of the key benefits of cultivating long-term relationships for organizations?

<p>Greater likelihood of reaching organizational goals (C)</p> Signup and view all the answers

Which relational management strategy highlights the significance of shared interests with the public?

<p>Social networking (C)</p> Signup and view all the answers

What key component is necessary for satisfaction in an organizational-public relationship?

<p>Positive outcomes being realized (D)</p> Signup and view all the answers

What is a primary goal of B2B relationships?

<p>To generate leads for high-value, long-term sales (D)</p> Signup and view all the answers

Which communication channel is most commonly associated with B2C relationships?

<p>Social media (C)</p> Signup and view all the answers

In the context of integrated marketing communication, what does 'Cost' refer to?

<p>The pricing strategy impacting consumer decisions (A)</p> Signup and view all the answers

What type of relationship primarily focuses on public affairs and issues management?

<p>Issue-driven relationships (A)</p> Signup and view all the answers

In a commerce-driven relationship, what is a key dimension highlighted by the four C's?

<p>Communication strategies for stakeholders (D)</p> Signup and view all the answers

Which aspect of B2B messaging appeals most directly to decision-makers?

<p>Data-driven content emphasizing ROI (B)</p> Signup and view all the answers

What is a significant characteristic of social networking in personal relationships?

<p>Relying on mutual friends for emotional support (B)</p> Signup and view all the answers

In issue-driven relationships, which group is considered a key public?

<p>Government officials and community leaders (C)</p> Signup and view all the answers

Flashcards

Social Media Crisis Communication Model (SMCC)

A model that describes how social media, traditional media, and word-of-mouth communication interact during crises.

Social Media Creators

Influential users who are first to post about crises online.

Social Media Followers

Users who receive crisis information from creators.

Social Media Interactives

Users who get crisis info indirectly, through traditional media or word-of-mouth.

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Centralizing Information Flow

Coordinating messages to avoid conflicting or misleading information during a crisis.

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Bud Light and Dylan Mulvaney Crisis

A case study showing how quickly social media crises can escalate, impacting consumer behavior and brand reputation.

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Social Media Crisis Escalation

How quickly a social media crisis can spread and worsen.

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Brand Reputation Impact

The damage or loss of trust caused to a brand during a crisis.

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Contingency Theory

The best course of action in a crisis depends on the specific situation, not a one-size-fits-all approach.

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Crisis Response

Actions taken by an organization to deal with a critical situation.

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Ethical Conduct

Acting in ways that align with moral principles during a crisis.

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Two-way Conversation

Open, ongoing communication between an organization and its public.

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Data Breach Mitigation

Strategies for handling data breaches to minimize negative consequences.

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Government Regulation Changes

Adapting to shifts in laws and policies, which might affect an organization.

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Situational Factors (Crisis)

Specific elements of a situation that influence an appropriate response.

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Product Defect Response

Strategies for managing product defects, which might affect public safety, product reputation and sales.

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Situational Crisis Communication Theory (SCCT)

A theory suggesting organizations should tailor their crisis responses to the degree of public blame, taking into account the circumstances.

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Crisis Types: Victim, Accident, Preventable

Three categories of crises based on the organization's level of responsibility: Victim (unintentional harm), Accident (preventable but unintended), and Preventable (caused by mismanagement or errors).

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Crisis as an Illness

Otto Lerbinger’s analogy compares crises to illnesses. They can be diagnosed for severity and require different treatments.

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Crisis Response Strategies: Deny, Diminish, Rebuild

Three main strategies for responding to crises: Deny (refute blame), Diminish (minimize responsibility), and Rebuild (accept responsibility, apologize, and compensate).

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Rumor Management

Responding to false or misleading information that can escalate into a crisis, like the Dayton, Ohio rumor about immigrants eating pets.

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Gray Area: Accident vs. Preventable

Determining whether a crisis is an accident or preventable can be challenging due to the possibility of contributing factors.

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Evaluating Culpability

PR professionals must carefully evaluate the organization's role in a crisis to determine their level of responsibility.

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Crisis as an Existential Threat

A crisis can be a major threat to an organization's operations or reputation, putting its existence at risk.

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Initial Situation (Crisis)

The early stage of a crisis, often involving a small issue that can be managed with focused communication.

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WonderTech Scenario

A hypothetical example of a large tech company facing a product defect crisis, demonstrating the application of contingency theory.

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Crisis Communication

The process of managing communication with stakeholders during a crisis, including responding to media inquiries, providing information to the public, and addressing concerns.

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Contentious Conversations

Difficult communication with stakeholders, often during a crisis, where disagreements and differing perspectives arise.

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Strategic Adjustments

Changes made to a plan to adapt to new information or circumstances.

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Issue Management

Proactive PR to identify and address potential crises before they escalate.

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Issue Life Cycle Stages

The phases a potential crisis goes through: Early, Emerging, Current/Crisis, and Dormant.

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Monitoring

Tracking public sentiment and media coverage about your organization.

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Prioritization

Allocating resources to address the most significant issues.

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Analysis

Assessing the potential consequences and tradeoffs of different strategies.

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Strategic Planning

Aligning management actions with consistent messaging.

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Victim Crisis

A situation where the organization is seen as the victim, with no responsibility (e.g., natural disasters, product tampering).

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Accident Crisis

A preventable but unintended event, where the organization shares some responsibility (e.g., data breaches, vehicle pile-ups).

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Preventable Crisis

A situation caused by mismanagement or foreseeable errors, with the organization fully culpable (e.g., Fyre Festival).

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Crisis Response Strategies

Different approaches for handling a crisis, ranging from outright denial to taking full responsibility.

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Deny Response

Refuting blame and claiming innocence, usually for victim crises.

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Diminish Response

Acknowledging the issue but minimizing responsibility, often used for accidents.

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Rebuild Response

Accepting full responsibility, apologizing, and offering compensation, typically for preventable crises.

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Escalated Situation

A crisis involving widespread concern across social media and news media, potentially requiring a broader recall and public statements assuring safety.

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Major Crisis

A severe crisis involving injuries or significant harm, leading to a total product recall, suspension of sales, CEO statements, increased communication across platforms, product reevaluation, and often, compensation for injuries.

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Dilemma: Supporting Public vs. Core Supporters

A situation where a politician faces a difficult decision between supporting the public's opinion and staying loyal to their main supporters, risking legal jeopardy when their position could be detrimental to either group.

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Public Image Impact of Silence

In a crisis, staying silent can be perceived by voters as a lack of commitment or ambiguity, potentially harming the politician's standing with both supporting and opposed communities.

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Gore’s Dilemma in the Homestead Air Force Base Development

Al Gore faced a complex situation as a presidential candidate, needing to balance environmentalists' opposition to an airport's development against the Cuban-American community's desire for it.

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Gore's Strategic Messaging

To handle the Homestead Air Force Base dilemma, Gore's campaign used surrogates to address the issue while Gore attempted to appease both the environmentalists and Cuban-Americans.

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Outcomes: Ineffective Response in a Contentious State

Gore's approach to the Homestead Air Force Base situation was perceived as indecisive, potentially hurting his stance with both environmental and Cuban American voters in the state.

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Crisis Communication: Public Trust & Transparency

In crisis situations, public trust and transparency are paramount. Organizations should prioritize communication, provide accurate information, and be responsive to concerns to mitigate damage.

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SMCC Model

The Social Media Crisis Communication Model analyzes how social media, traditional media, and word-of-mouth communication interact during crises.

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Centralized Communication

A strategy where a group of people coordinate and control information flow to ensure consistent messaging during a crisis.

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Crisis Escalation

How quickly a crisis spreads and intensifies on social media, often leading to amplified public pressure.

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Bud Light Crisis

A case study where a brand partnership with an influencer sparked controversy, leading to boycotts, sales decline, and a damaged brand reputation.

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Impact on Brand Reputation

The negative consequences a crisis can have on a company's image, trust, and customer relationships.

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Public Relations Shift

Public relations is moving away from a focus on generating publicity and towards building strong, long-term relationships with the public.

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Relational Management Strategies

Strategies for building and maintaining positive relationships with the public, including openness, assurances, social networking, and sharing tasks.

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Control Mutuality

Both the organization and the public feel like they have control in the relationship and are comfortable with the balance of power.

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Trust in PR

Public trusts organizations that are seen as honest, dependable, and competent.

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Benefits of Relationships

Strong relationships help achieve organizational goals, reduce costs of conflicts, and garner support from various stakeholders.

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Interpersonal Relationships in PR

The foundation of PR is building relationships with individuals, especially media professionals.

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Know Your Audience (Journalists)

Understanding journalists' needs and their audience is crucial for successful media relations.

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Relational Maintenance Strategies

Strategies like positivity, open communication, and showing appreciation help maintain strong relationships with the public.

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Openness in Relationships

Being transparent and honest about the nature of the relationship, including its challenges. It involves willingness to discuss problems and actively listen to your partner.

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Assurances in Relationships

Conveying the importance of the relationship and the desire to continue it. It can be expressed directly or through subtle actions.

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Social Networking in Relationships

Relying on mutual friends and shared connections to support the relationship. This can involve social gatherings or seeking advice from trusted companions.

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Sharing Tasks in Relationships

Equally contributing to household chores, responsibilities, and daily tasks. This promotes balance and fairness within the relationship.

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B2C (Business to Consumer)

The relationship between a business and its end customers, focusing on selling products or services directly to individuals.

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B2B (Business to Business)

The interaction between businesses, including using online technologies for transactions, partnerships, and collaborations.

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Issue-Driven Relationships

Relationships focused on addressing specific topics or problems that are open for debate, discussion, and advocacy. This might involve organizations and their stakeholders.

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Publics in Issue-Driven Relationships

The various groups of people who have an interest in or are affected by an issue. This can include donors, volunteers, government officials, community leaders, and even those who oppose the organization.

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Study Notes

Managing PR Issues and Crises

  • Crises can be mitigated through planning, strategy, and ethical conduct.
  • Examples of crises include Tylenol poisoning, government responses to natural disasters (hurricanes, wildfires), terrorist attacks, Covid-19, data breaches, and changes in government regulations.
  • Public relations scholars have developed methods for organizations to handle contentious two-way conversations.
  • The 2024 presidential campaign provides various PR approaches for gaining public favor.
  • However, many approaches are not applicable to all situations.

Contingency Theory

  • Developed by Glen Cameron and colleagues at the University of Missouri.
  • Contingency theory proposes the best course of action depends on the specifics of each situation, rather than relying on a one-size-fits-all approach.

Hypothetical: WonderTech Exploding Batteries

  • WonderTech, a smartphone manufacturer, discovers a defective battery in a batch of its phones.
  • This potential hazard affects a small portion of phones.
  • Contingency theory suggests considering situational factors before responding, including initial customer communication or a recall, escalated situation with social media concern, and a major crisis requiring complete recall, sales suspension, and compensation.

Real-World Application: Al Gore and Homestead Air Force Base

  • A hurricane caused significant damage in South Florida.
  • Locals, especially the Cuban-American community, felt that the development of a former Air Force Base into a commercial airport would support post-storm rebuilding.
  • However, environmentalists opposed the development, and Al Gore, the Democratic presidential candidate, supported environmental initiatives.
  • Al Gore faced a dilemma between gaining public support (for the airport) and loyalty to his core supporters (environmentalists). His campaign used surrogates while he addressed both publics in supportive ways.
  • Gore's inability to respond effectively in this contentious state may have hurt his standing with voters.

Outcomes

  • In Gore's case, his silence was interpreted as a lack of commitment or ambiguity.
  • This hurt his standing with both environmentalists and Cuban-American voters.
  • Contingency theory highlights how uncontrollable factors (e.g., ongoing litigation) can constrain even adaptable strategies. Contingency theory applies to these instances.

Contingency Theory is Situational

  • Contingency theory encompasses different advocacy options from pleading an organization's case without compromise to completely conceding to public demands.
  • It also recognizes that perceived leverage is given to the public, or at least what is perceived as an organic expression of public sentiment.
  • Complete accommodation may not consistently serve better outcomes.

Issues Management

  • Proactive PR focused on identifying and resolving potential crises before they escalate.
  • Effective issue management requires identifying issues early and resolving them before they become prominent.
  • Issue life cycle stages include early/potential, emerging, current/crisis, and dormant.

Proactive Issues Management Steps

  • Activities include monitoring public sentiment, identifying and analyzing potential impacts, prioritizing issues, analysis of consequences, strategic planning, implementation, and evaluation.

Crisis Types in Situational Crisis Communication Theory

  • Crises might be categorized as victim crises (external shock), accident crises (unintended), and preventable crises (result of mismanagement).
  • Organizational crises represent a significant threat to operations or reputation, potentially affecting the very existence of the organization. Crisis communication theory examines organizational response to critical situations involving damage repair and reputation revitalization.

Crisis Response Strategies

  • Otto Lerbinger's analogy compares crises to illnesses, highlighting the importance of diagnosing severity and treatment in crisis management.
  • Response strategies include denial, diminishment, rebuilding, and reinforcement. These strategies help manage a crisis and repair trust.

Social Media Crisis Communication Model (SMCC)

  • The model emphasizes the interaction of social media, traditional media, and word-of-mouth communication during crises.
  • Three key social media user types include creators, followers, and interactives. Understanding these types helps identify who matters during crises.

Social Media Crisis Communication Model (SMCC)

  • Under this model, effective crisis communication involves strategically communicating with different social media channels and user types. Centralizing information is important, avoiding communication gaps or conflicting messages from various sources or spokespersons.

Case Study: Bud Light and Dylan Mulvaney

  • Bud Light partnered with Dylan Mulvaney, a transgender influencer, to promote a series of cans.
  • Public backlash and boycotts followed, leading to a decline in sales.
  • Anheuser-Busch's initial response was criticized as insufficient, highlighting the challenges of responding effectively to crises in the social media era.
  • The case study highlights the fast pace and impactful nature of social media reactions.

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Description

Explore the strategies and ethical considerations for managing public relations crises, including historic examples and the application of contingency theory. This quiz delves into how different scenarios require tailored PR approaches, particularly in the context of current events like the 2024 presidential campaign. Test your knowledge on how organizations can effectively navigate challenges and maintain public favor.

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