Principles Of Public Relations Chpt. 10

Flashcard maker : Lily Taylor
Strategic Conflict Management 4 key components
1. Strategic – For the purpose of achieving particular objectives
2.Management- Planned, deliberate action
3. Competition- Stiving for the same object, position, or prize as others.
4. Conflict- Sharp disagreements or opposition resulting in a direct, overt thread of attack from another entity.
Conflict Management Life
1.Proactive Phase
2.Strategic Phase
3. Reactive Phase
4. Recovery Phase
Proactive Phase 1
includes activities and thought processes that can prevent a conflict from arising or getting out of hand.
o Environmental Scanning-
o Issue Tracking.
o Issues Management
o Crisis Plan
Strategic Phase
o Risk Communication
o Conflict Positioning
o Crisis Management Plan
Reactive Phase
o Crisis Communication
o Conflict resolution
o Litigation Public Relations
Recovery Phase
o Reputation Management
o Image Restoration
Issues Management
Essentially, issue management, is a proactive and systematic approach to
1. Predict problems
2.Anticipate threats
3 Minimize surprises
4 resolve issues
5 prevent crises.
Issue Management Approach
• Strategy Options-The pros and cons of each option are weighed against what is most practical and economical for the company.
• Action Plan- Once a specific policy has been decided on, the fourth step is to communicate it to all interested publics. The action may be an opportunity to use the new policy as a marketing tool among consumers who make buying decisions based on a company’s level of social responsibility.
• Evaluation- with the new policy in place and communicated, the final step is to evaluate the results.
How to communicate in a crisis
• Attack The Accuser
• Denial
•Correct Action
•Full Apology
The 3 Foundations of Reputation:
1. Economic Performance
2. Social Responsiveness
3. The ability to deliver valuable outcomes to stakeholders.
Image Restoration
•1. Denial
o Simple Denial: Your organization did not do what it is accused of.
o Shift the Blame: Someone else did it.
• 2. Evade Responsibility
o Provocation- Your organization was provoked
o Defeasibility- Your organization was unable to avoid its actions
o Accident- The bad events were an accident
o Good Intentions- Good intentions went awry
• 3. Reduce Offensiveness
o Bolstering- Refer to the organization’s clean record and good reputation.
o Minimization- Reduce the magnitude of negative feelings.
o Differentiation- Distinguish the act from other similar, but more offensive, acts.
o Transcendence- Justify the act of placing it in a more favorable context.
o Attack the accuser- Reduce the credibility of the accusations
o Compensation- Reduce the perceived severity of the injury.
• 4. Corrective Action- Ensure the prevention or correction of the action.
• 5. Mortification- Offer a profuse apology.
Environmental Scanning
The first step in the phase; the constant reading, listening, and watching of current affairs with an eye to organizations
Issue Tracking
becomes more focused and systematic through processes such as the daily clipping of news stories.
Issue Management
occurs when the organization makes behavioral changes or creates strategic plans in ways that address the emerging issues.
Crisis Plan
as a first step in planning for the worst- an issue or an event that has escalated to crisis proportions.
Risk COmmunication
dangers or threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental damage.
COnflict Positioning
strategies enable the organization to position itself favorable in anticipation of actions such as litigation, boycott, adverse legislation, elections, or similar events that will play out in “the court of public opinion”.
Crisis Management Plan
is developed for that particular issue.
Crisis Communication
includes the implementation of the crisis management plan as well as the hectic, 24/7 efforts to meet the needs of publics such as disaster victims, employees, government officials and the media.
COnflict Resolution
Techniques are used to bring a heated conflict, such as collapsed salary negotiations, to favorable resolution.
Litigation Public Relations
employs communication strategies and publicity efforts in support of legal actions or trials.
Reputation Managment
includes systematic research to learn the state of the organizations reputation and then take steps to improve it.
Image Restoration
strategies can help, provided they include genuine change by the organization.

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