jrn 353

strategic conflict management

conflict is inherent in pr and professionals must develop communication strategies to manage conflict

What is the stance-driven approach?

discovery that all practitioners share an unstated, informal approach to managing conflict and competition

What is the Threat Appraisal Model?

PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance.

What is the Contingency Theory?

1\.factors determine stance of org. dealing with threats and conflict 2. pr stance for dealing with certain audience or public must be dynamic

\-advocacy and softness

What is the Contingency Continuum?

the stance is dynamic; it changes as events unfold pepsi- syringe scandal claimed hoax dominios- cheese up nose, took correct action

Conflict management life circle

big picture of how to manage a conflict

what are the 4 phases in the conflict management life circle

proactive, strategic, reactive and recovery

Proactive Phase

prevent conflict from arising or out of hand environmental scanning, issues tracking, issues management, crisis planning

Strategic Phase

pr needs to deal with conflict risk communication, conflict positioning, crisis management

Reactive Phase

react to conflict and events crisis communication, conflict resolution, litigation PR

recovery phase

repair damage and reputation reputation management, image restoration

Managing conflict

four systematic processes: Issue management, Strategic positioning and Risk communication, Crisis management, Reputation management

Issue Management

proactive and systematic approach to predict problems, anticipate threats, minimize surprises, resolve issues, and prevent crises

What is the difference between issue management and crisis management

issue management is proactive (before something happens) crisis is after it has affected company

strategic positioning

verbal or written exchange attempts to communicate info to position org with competition or future conflict

risk communication

Communicating about risks to public health, safety and environment

attribution theory

explaining why negative events happen and finding out who is to blame

How various organizations respond to crises

organizations don't all respond to crises in same way

attack the accuser

The party that claims a crisis exists is confronted and its logic and facts are faulted. Sometimes a lawsuit is threatened

denial (crisis)

org. explains there is no crisis

excuse

minimize responsibility for crisis deny intention to harm, had no control natural disaster or product tampering

Justification

minimized with statement no serious damage or injuries blame victims sometimes product misuse or industrial accident

Ingratiation

appease public complain\= coupons or donation to charity

Corrective Action

steps to repair damage and prevent

full apology

takes full responsibility asks forgiveness compensation or aid

Strategies used in image restoration (description in textbook):

denial, evading responsibility, reducing offensiveness, apology

denial

truly innocent

evading responsibility

clear situation was not on purpose

reducing offensiveness

taking corrective action

apology

takes full responsibility asks forgiveness compensation or aid

PRSA Code of Ethics (p. 184) (provisions)

Provisions: Free Flow of info fair competition disclosure of info safeguarding confidence conflicts of interest enhancing the profession

What are the PRSA 6 core values?

advocacy, honesty, expertise, independence, loyalty, fairness

advocacy

serving the public interest

honesty

being accurate and truthful to interests of the client

expertise

everyone is responsible for development and advancement of the industry

independence

1. provide objective counsel
2. being accountable for individual actions

loyalty

faithfulness and honoring to serve the public

fairness

respecting opinions and supporting free expression

ethics

standards of conduct which indicates how one should behave based on moral duties and virtues rising from the principles of right and wrong

violate Free Flow of info

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.

\-protect and advance of accurate and truthful info

violate competition

A member employed by a "client organization" shares helpful information with a counseling firm that is competing with others for the organization's business.

\-promote healthy and fair competition

violate disclosure of info

A member discovers inaccurate information disseminated via a website or media kit and does not correct the information.

\-being honest and accurate in all communications (false impressions, lying)

violate safeguarding confidences

A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.

\-protection of privilege and confidential info (keep secrets)

violate of conflicts of interest

The member fails to disclose that he or she has a strong financial interest in a client's chief competitor.

\-avoiding conflict of interests with others and not working with the competitor

violate enhancing the profession

A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.

\-work to strengthen the trust

ethics in a pr system begin with an individual value system

true

Ethics in individual practice

Ethics in PR begins with A PR practitioner's own value system

Deal with media - give expensive media gift (what specific provision does it violate?)

total honest if not it can destroy credibility free flow of info

PR and the Law

practitioners often deal with legal issues

Defamation: Libel and Slander (how to prove it - p. 188)

libel- printed falsehood slander- false oral statement communicated to others person claimed to be libeled is identifiable actual injury (money, reputation, mental) person making statement was malicious or negligent

Employee communications

ensitive to issue of employee privacy

Product publicity and advertising

Written permission required for photos and comments of employees and others

Employee's free speech (email - FOIA)

emails they write at work are monitored and can be fired if t violates policy emails can be released with actg overnment emails are request-able whistleblowing- protected

Copyright law

protection of creative work from unauthorized use

What is copyright

which materials should be copyrighted how copyrighted materials of others may be used correctly not for ideas, computer database

What is fair use?f

air use: part of copyrighted material can be qouted directly, give credit

What is infringement?

infringement: use entire copyrighted material without copyright holders permission, change of the original work

Copyright issues on Internet

(1) downloading of copyrighted material (2) the unauthorized uploading of such material

Freelancer's work

company has specific contract that will be exclusively owned by that company... owns his/her work

Trademark law

protects words, names, and symbols used to identify goods and services Protection of trademarks (capitalized and never used as a nouns)

Trademark infringement

se of another company's business name or logo without permission

copyright in years

\-becomes formal after 3 months of creation

\-protected for 70 years after death

\-95 years for corporation

Misappropriation of personality

Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization's publicity and advertising materials deceased are included Regulations by government agencies promotion of products and services are viewed as commercial speech and regulated by gov

FTC

Federal Trade Commission. Determine if ads/PR work are deceptive and misleading - Lanham Act: PR personnel is subject to liability claim

\-can sue for misleading and false info

SEC

Securities and Exchange Commission Full info (no misleading and vague info), timely disclosure, insider trading is illegal

\-oversees the justice department

FDA(

Food and Drug Administration) Fair balance, Be clear about the limitations, news release with supplementary product sheets/brochures

Generation X, Y, Z,

(shadow) baby boomers, seniors: years Z 2001-current Y 1981-2000 X 1965-1980 Boomers. 1946-1964 Seniors. 65 or older

Youth (Gen Y and Z)

spend as much time on media

Seniors

well educated question authority competitive

Print media

contemplation by readers read repeatedly, kept for reference

Radio

flexibility and specific targets Advantage: Speed/flexibility, Lower cost, Mobility, Specific targets Downside: Audiences are smaller than TV, lacks visual impact

Television

emotional impact Visual element to hold viewers' attention

video:

PR tool for product promotion & organization

Internet and social media

new ways to reach diverse audiences PR depends on online/social media for communicating with Gen X and Y (and Z)

Press release:

inverted pyramid approach nothing interesting in 1st 3 -4 lines in news release its trashed editors cut story from the bottom readers don't always read full story (headline and 1st paragraph)

inverted pyramid

\-headline

\-lead

\-quote

\-boilerplate

types of press releases

\-online

\-multimedia

\-social media

Publicity photos: six tips (p. 229)

(1) good contrast and sharp detail; (2) uncluttered; (3) context; (4) action; (5) scale; (6) resolution Image quality: resolution (dots per inch) Higher for print: \> 300 dpi Lower for website: 72 dpi

What is a media advisory?

Media Advisory: Note to journalists about upcoming event

What is a fact sheet

Fact sheets: 1-2 pages, serve as "Crib Sheets" Contain pertinent information about an event, organization or its products/services

What is a pitch letter?

pitch letters: grab readers attention product samples

Media kit: what does a typical media kit include?

A main news release Fact sheet of organization & product A news feature Background info Photos with captions Bio of the management Others

Interviews & press conferences

Person-to-person talk, two-way comm Formal or informal setting DON'T ask to approve an interview story before it is published (it is censorship)

Media party & media tour (three types)

Media party is a social gathering with media

A junket Journalists are invited to visit companies, manufacturing facilities, etc.

Familiarization trips are used to promote tourist destinations

Company reps travel to key cities to talk person-to-person with journalists.

Radio News Release

Written using all uppercase letters in a double-spaced format Should take 30-60 seconds and be about 125 words Conversational style

Audio News Release

A scripted, produced one-minute audio package with sound bites from your spokesperson and voiceover narration formatted to fit radio newscasts

video news release

a news release that provides broadcast journalists with pre-produced news packages including audio and video material

Radio media tour

RMT: Involve an organization's spokesperson being interviewed from a central location by radio announcers across the country Low cost and convenience

What is a satellite media tour?

SMT:A series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists or talk show hosts

PSA: paid or unpaid?

An unpaid announcement that promotes the programs that serves the public interest

Talk Shows

viewers see and hear org.'s spokesperson without the filter of journalists and what is newsworthy

Guest booking

bookers- responsible fr booking constant supply of timely guests for the show

product placement

plugs- negotiated by product publicists and talent agencies

Characteristics of the web

Easy updating of information Access to the depth of information No space or time limitation Information available on a 24/7 basis Reach niche markets beyond gatekeepers Interactivity: pull vs. push Cost-effective

Four reasons why visitors return to a website

1.High quality content 2.Easy to navigate 3.Quick to download 4.Frequently updated

do journalists use corporate websites to get info

true

are blogs important

yes, they have become mainstream media

Wick

World's most popular reference source Accessible and free Anyone can contribute to Wikipedia

\-pr firm cannot edit and be paid

Meetings (logistics)

press conference, product launch, ceremony, training date and time, location, speakers/host, invites, meals, facilities

Banquets

various purpose with themes coast and ticket sales advance planning