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Questions and Answers
What is the focus of Situational Crisis Communication Theory (SCCT)?
What is the focus of Situational Crisis Communication Theory (SCCT)?
Which type of crisis is characterized as a victim crisis?
Which type of crisis is characterized as a victim crisis?
In SCCT, what is a key differentiator for accident crises?
In SCCT, what is a key differentiator for accident crises?
What type of response strategy involves accepting responsibility and apologizing?
What type of response strategy involves accepting responsibility and apologizing?
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How do PR practitioners evaluate crises in order to determine organizational culpability?
How do PR practitioners evaluate crises in order to determine organizational culpability?
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Which of the following best describes preventable crises?
Which of the following best describes preventable crises?
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What role does social media play in crisis situations, according to SCCT?
What role does social media play in crisis situations, according to SCCT?
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What central question is key during the initial crisis assessment in SCCT?
What central question is key during the initial crisis assessment in SCCT?
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What does contingency theory propose regarding crisis response strategies?
What does contingency theory propose regarding crisis response strategies?
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In a situation where WonderTech discovers a defective battery in some of its phones, what might be an appropriate initial response?
In a situation where WonderTech discovers a defective battery in some of its phones, what might be an appropriate initial response?
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Which of the following represents a key aspect of situational crisis communication theory?
Which of the following represents a key aspect of situational crisis communication theory?
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What type of crisis involves reactions to security threats, such as terrorism or natural disasters?
What type of crisis involves reactions to security threats, such as terrorism or natural disasters?
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How can organizations effectively use social media during a crisis?
How can organizations effectively use social media during a crisis?
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What is the role of social media creators during a crisis?
What is the role of social media creators during a crisis?
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What is a common misconception about managing crises?
What is a common misconception about managing crises?
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Which response strategy did Bud Light take after the backlash from their partnership with Dylan Mulvaney?
Which response strategy did Bud Light take after the backlash from their partnership with Dylan Mulvaney?
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Blame assessment in crises primarily focuses on what?
Blame assessment in crises primarily focuses on what?
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What was a key consequence of the backlash against Bud Light related to social media interactions?
What was a key consequence of the backlash against Bud Light related to social media interactions?
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What is emphasized as a best practice in the Social Media Crisis Communication Model?
What is emphasized as a best practice in the Social Media Crisis Communication Model?
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What is an incorrect strategy for organizations to adopt when facing a crisis?
What is an incorrect strategy for organizations to adopt when facing a crisis?
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How did the public react to Bud Light's partnership with Dylan Mulvaney?
How did the public react to Bud Light's partnership with Dylan Mulvaney?
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Which type of social media user receives crisis information from social media creators?
Which type of social media user receives crisis information from social media creators?
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Which outcome signifies the impact of social media on a brand's reputation during a crisis?
Which outcome signifies the impact of social media on a brand's reputation during a crisis?
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What should PR practitioners do to navigate crises effectively according to the SMCC model?
What should PR practitioners do to navigate crises effectively according to the SMCC model?
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Contingency theory suggests that organizations have unlimited ability to adapt to any situation.
Contingency theory suggests that organizations have unlimited ability to adapt to any situation.
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Proactive issues management involves identifying potential crises before they escalate.
Proactive issues management involves identifying potential crises before they escalate.
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The dormant stage of an issue’s life cycle is characterized by high public pressure and visibility.
The dormant stage of an issue’s life cycle is characterized by high public pressure and visibility.
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Monitoring public sentiment through social media is a step in proactive issues management.
Monitoring public sentiment through social media is a step in proactive issues management.
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The current/crisis stage in the issue life cycle is marked by a lack of public awareness.
The current/crisis stage in the issue life cycle is marked by a lack of public awareness.
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Al Gore supported the development of the Homestead Air Force Base into a commercial airport without any hesitation.
Al Gore supported the development of the Homestead Air Force Base into a commercial airport without any hesitation.
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The outcome of Gore's situation was perceived as ambiguous by both environmental and Cuban-American communities.
The outcome of Gore's situation was perceived as ambiguous by both environmental and Cuban-American communities.
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Social media always provides organizations with positive feedback during a crisis.
Social media always provides organizations with positive feedback during a crisis.
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In contingency theory, strategic adjustments are always successful in adapting to changes.
In contingency theory, strategic adjustments are always successful in adapting to changes.
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Reports of injuries during a crisis do not warrant a total recall of products.
Reports of injuries during a crisis do not warrant a total recall of products.
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Supporting environmental initiatives aligned well with Al Gore's need for Cuban-American support.
Supporting environmental initiatives aligned well with Al Gore's need for Cuban-American support.
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Pure accommodation in social media terms refers to fully conceding to public demands.
Pure accommodation in social media terms refers to fully conceding to public demands.
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The development of the Air Force Base was unanimously supported by both the locals and environmentalists.
The development of the Air Force Base was unanimously supported by both the locals and environmentalists.
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Gore’s campaign utilized surrogates to message the issue of the Air Force Base's development.
Gore’s campaign utilized surrogates to message the issue of the Air Force Base's development.
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Effective communication during crises helps strengthen relationships with all stakeholder groups.
Effective communication during crises helps strengthen relationships with all stakeholder groups.
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The need to reassure safety during a major crisis is irrelevant to public perception.
The need to reassure safety during a major crisis is irrelevant to public perception.
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Contingency theory suggests that a one-size-fits-all approach is best for crisis management.
Contingency theory suggests that a one-size-fits-all approach is best for crisis management.
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The Tylenol poisoning incident is noted as an example of how to effectively mitigate crises.
The Tylenol poisoning incident is noted as an example of how to effectively mitigate crises.
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Government response to disasters is always effective and well-received.
Government response to disasters is always effective and well-received.
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Facing contentious situations requires organizations to remain passive and avoid communication.
Facing contentious situations requires organizations to remain passive and avoid communication.
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In the case of WonderTech, a small recall might be sufficient if the defective issue is contained early.
In the case of WonderTech, a small recall might be sufficient if the defective issue is contained early.
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Contingency theory indicates that every crisis situation should follow a strict set of guidelines.
Contingency theory indicates that every crisis situation should follow a strict set of guidelines.
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Research and analysis help in developing effective strategies for public relations in crisis situations.
Research and analysis help in developing effective strategies for public relations in crisis situations.
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The primary focus of any crisis management strategy is to deny responsibility.
The primary focus of any crisis management strategy is to deny responsibility.
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Victim crises occur when the organization is seen as the aggressor.
Victim crises occur when the organization is seen as the aggressor.
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Preventable crises are generally caused by management errors or foreseeable problems.
Preventable crises are generally caused by management errors or foreseeable problems.
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Organizations should only adopt a deny response strategy to address crises.
Organizations should only adopt a deny response strategy to address crises.
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Accident crises are preventable but occur unintentionally due to circumstances.
Accident crises are preventable but occur unintentionally due to circumstances.
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A key question during initial crisis assessment is who is responsible for the incident.
A key question during initial crisis assessment is who is responsible for the incident.
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The rebuild response strategy involves denying any responsibility for the crisis.
The rebuild response strategy involves denying any responsibility for the crisis.
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Crisis response strategies should be aligned with the level of public blame faced by the organization.
Crisis response strategies should be aligned with the level of public blame faced by the organization.
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People often blame external factors like climate change for preventable crises without consideration of management roles.
People often blame external factors like climate change for preventable crises without consideration of management roles.
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Social media creators are the last to identify and post about crises online.
Social media creators are the last to identify and post about crises online.
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Bud Light's partnership with Dylan Mulvaney was received positively without any backlash.
Bud Light's partnership with Dylan Mulvaney was received positively without any backlash.
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The Social Media Crisis Communication Model emphasizes the importance of centralizing the flow of information during a crisis.
The Social Media Crisis Communication Model emphasizes the importance of centralizing the flow of information during a crisis.
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The outcome of the Bud Light incident resulted in an increase in sales and a top-selling status for the brand.
The outcome of the Bud Light incident resulted in an increase in sales and a top-selling status for the brand.
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Social media interactives receive crisis information indirectly through social media and traditional media.
Social media interactives receive crisis information indirectly through social media and traditional media.
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Anheuser-Busch supported Dylan Mulvaney throughout the controversy rather than distancing itself from her.
Anheuser-Busch supported Dylan Mulvaney throughout the controversy rather than distancing itself from her.
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The social media crisis communication model does not consider the roles of traditional media during a crisis.
The social media crisis communication model does not consider the roles of traditional media during a crisis.
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Positive reinforcement, such as thanking stakeholders, is an important part of reinforcing reputation.
Positive reinforcement, such as thanking stakeholders, is an important part of reinforcing reputation.
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What is emphasized as a fundamental aspect of public relations in modern interpretations?
What is emphasized as a fundamental aspect of public relations in modern interpretations?
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Which outcome reflects a successful organization-public relationship?
Which outcome reflects a successful organization-public relationship?
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What concept involves ensuring that both parties in a relationship feel a sense of control?
What concept involves ensuring that both parties in a relationship feel a sense of control?
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Which relational management strategy focuses on fostering a positive demeanor during interactions?
Which relational management strategy focuses on fostering a positive demeanor during interactions?
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Which factor is considered essential for building trust in an organizational-public relationship?
Which factor is considered essential for building trust in an organizational-public relationship?
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What is one of the key benefits of cultivating long-term relationships for organizations?
What is one of the key benefits of cultivating long-term relationships for organizations?
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Which relational management strategy highlights the significance of shared interests with the public?
Which relational management strategy highlights the significance of shared interests with the public?
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What key component is necessary for satisfaction in an organizational-public relationship?
What key component is necessary for satisfaction in an organizational-public relationship?
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What is a primary goal of B2B relationships?
What is a primary goal of B2B relationships?
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Which communication channel is most commonly associated with B2C relationships?
Which communication channel is most commonly associated with B2C relationships?
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In the context of integrated marketing communication, what does 'Cost' refer to?
In the context of integrated marketing communication, what does 'Cost' refer to?
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What type of relationship primarily focuses on public affairs and issues management?
What type of relationship primarily focuses on public affairs and issues management?
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In a commerce-driven relationship, what is a key dimension highlighted by the four C's?
In a commerce-driven relationship, what is a key dimension highlighted by the four C's?
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Which aspect of B2B messaging appeals most directly to decision-makers?
Which aspect of B2B messaging appeals most directly to decision-makers?
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What is a significant characteristic of social networking in personal relationships?
What is a significant characteristic of social networking in personal relationships?
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In issue-driven relationships, which group is considered a key public?
In issue-driven relationships, which group is considered a key public?
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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.
