VCD 357 Marketing Communication

							PR 3310
Principles 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/2009/0
  6/17/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 prevention
                                              conflict
                                            management
                        Event 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