PR 3310Principles of Public Relations

Wednesday, 6/17/09

Class Objectives

Presentations: C. Gallagher and A. Fanning Lecture

Ch. 10, Conflict management Homework assignments

Presentations tomorrow: J. Durant and A. Ash Read chapter 10 in book Paper 2 due tomorrow (6/18) at 12:05 pm

What’s in the news today Rowdy crowds expected for

U.S. Open – being held in NY at a municipal golf course

http://www.nytimes.com/2009/06/17/sports/golf/17fans.html?_r=1&hp

Historically, golf has been similar to tennis in that the audience is expected to remain quiet during play (except for scoring); now the crowd at the U.S. Open is expected to behave more like they were attending a football game Doing the wave Cheering on the ones they like; heckling those they don’t Heavy drinking at the event

PR Aspect: Would you want to tap into this behavior and position your client/a golfer, in a new light? Is this the way golf is now going to be cheered?

Conflict Management

What is conflict management the process of planning to avoid conflict where

possible and organizing to resolve conflict where it does happen, as rapidly and smoothly as possible.

is inevitable and perfectly acceptable Conflict management happens after an event,

“crisis prevention” happens before

crisis preventionconflict

managementEvent that causes

a conflict

Conflict Mgt Life Cycle (pg. 254)

Over time, this cycle includes proactive phase (crisis prevention), strategic phase, reactive phase, and recovery phase

In proactive phase, corporation wants to be aware of issues being discussed in mass media (Environmental scanning, issues tracking, issues management, and crisis plan) Does your corporation/client have

anything related to the messages being delivered?

Can a crisis be avoided? (if so, how) (con’t on next slide)

Conflict Mgt Life Cycle: strategic phase An issue that has become an

emerging conflict is identified as needed action by the public relations professional Risk communication - dangers or

threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental damage. Continues so long as the risk exists or until the risk escalates into a crisis

Conflict-positioning - enable the organization to position itself favorably 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 -a plan is developed when an issue resists risk communication efforts and becomes a conflict of crisis proportions

Conflict Mgt Life Cycle (pg. 254)

Some questions to ask when a crisis is eminent.. What will this do to our reputation? How do we communicate the risks of the crisis to the

public? What media outlets do you choose? How quickly can we respond? Do you even need to respond? No comment can be

viewed in many different ways. Book is strong about it being interpreted as negative.

How much do you want to reveal/communicate?

Conflict Mgt Life Cycle (pg. 254): reactive phase Once the issue or imminent conflict reach a critical level of

impact on the organization, the public relations professional must react to events in the external communication environment as they unfold Crisis communications -includes the implementation of the

crisis management plan as well as 24/7 efforts to meet the needs of publics such as disaster victims, employees, government officials and media

Conflict resolution -used when conflict has emerged but is not careening out of control. Techniques are used to bring a heated conflict to a favorable resolution using negotiation or arbitration efforts to resolve conflict

Litigation public relations - employs communication strategies and publicity efforts in supports of legal actions or trials

Conflict Mgt Life Cycle (pg. 254): recovery phase In the aftermath of a crisis or a high profile,

heated conflict with a public, the organization should employ strategies either to bolster or repair its reputation in the eyes of key publics Reputation management - includes systematic

research to learn the state of the organization's reputation and then taking steps to improve it

Video: Dasani and Coke crisis

10 points, counts as quiz 4 Answer the questions on the handout while

watching the video and after it