framing

Framing and Crisis Communication at Mizzou

Overview of the Situation

• Mizzou struggled with controlling media representation during a campus crisis.

• Key figures: Chancellor Wolfe and President Loftin demonstrated a lack of strategic crisis communication principles (Coombs, 2007).

Initial Communication Tactics

• Wolfe avoided direct contact with local press, opting for generic email statements through a spokesperson.

• In interactions during events (homecoming parade, hunger strike), Wolfe seemed to suggest that Mizzou had the capability to control the situation but chose not to intervene.

Shifts in Crisis Management Strategy

• As the situation escalated, the administration shifted to revision strategies:

  • Diversity Training Announced: This was in response to public criticism.

  • Selective Apologies: Apologies were only offered for specific incidents.

Public Perception and Media Dynamics

• Mizzou faced backlash over student protests perceived negatively as "whining" about needing "safe spaces."

• Students and faculty limited media interactions during critical protests, leading to damaging national coverage.

• The incident involving Melissa Click, who was seen in a viral video confronting a journalist, contributed to negative media portrayal.

Adaptation by Students and Faculty

• Awareness grew among students and faculty regarding the importance of media engagement.

• Post-Wolfe's resignation, the stakeholders began to communicate with the media to reclaim narrative control (Bajaj et al., 2016; Moyer, Miller, & Holley, 2015).

Integration of Secondary Crisis Communication

• Coombs (2007) and Schultz et al. (2011) highlighted the necessity of incorporating unofficial channels into crisis strategies.

• The Mizzou crisis exemplified the effectiveness of secondary crisis communication through social media.

  • Over 20,000 tweets about Wolfe's resignation within an hour showcased rapid information dissemination (Eppstein & Kisska-Schulze, 2016).

  • Although official Mizzou social media was inactive, students and alumni actively shared content about campus events.

Stakeholder Engagement and Narrative Control

• There was significant audience-generated crisis response from both internal and external stakeholders attempting to shape the public narrative (Brown et al., 2015).

• Imani Simmons-Elloie (CS1950 member) stated, "We criticize Mizzou because we love it" (Bajaj et al., 2016), emphasizing the community's commitment to the university.

• External identity brokerage allowed stakeholders to present a more favorable image of Mizzou through social media and interpersonal networks (Gilpin & Miller, 2013).

Local vs. National Media Coverage

• The criticism of student "safe spaces" was stronger in national media than in local outlets. Local media, like the Columbia Daily Tribune, used personal connections to depict the students more positively.

Case Study: Coca-Cola’s Unhealthy Formula vs. Athletic Sponsorships

Overview

Coca-Cola, a leading beverage company, faces a dual challenge regarding its product’s health implications while attempting to maintain a positive brand image through athletic sponsorships.

Unhealthy Formula

• Public Concerns: Increasing awareness of the health risks associated with sugary beverages, leading to public scrutiny and declining sales in some markets.

• Nutritional Information: Concerns about high sugar content and contribution to obesity, diabetes, and other health issues.

• Regulatory Pressure: Governments and health organizations advocating for regulations on sugary drinks, including taxes and marketing restrictions.

Athletic Sponsorships

• Brand Association: Sponsorship of major sporting events and teams aims to associate Coca-Cola with health, vitality, and active lifestyles.

• Target Audience: Engages sports enthusiasts and younger demographics, attempting to remodel its image as a supporter of fitness and wellness.

• Marketing Strategy: Utilizes sporting events to market products while promoting messages of health and wellness through partnerships with athletes.

Conflict Between Formula and Sponsorship

• Image vs. Product: Despite sponsorship efforts, the core product remains at odds with the promoted image of health and wellness.

• Consumer Reaction: Skepticism among health-conscious consumers regarding the sincerity of sponsorship efforts when the product is seen as unhealthy.

• Nutrition Reformulation: Potential for Coca-Cola to reformulate products to align with health trends while maintaining sponsorships to help manage public perception.

Strategic Options

1. Product Reformulation: Coca-Cola could explore developing healthier drink options or reducing sugar content, aligning its formula with health-conscious trends.

2. Enhanced Marketing Campaigns: Focusing campaigns on moderation and healthier lifestyles, linking athletic achievements to responsible consumption of Coca-Cola products.

3. Community Engagement: Investing in community wellness initiatives or grassroots sports programs instead of solely high-profile sponsorships, enhancing brand image at the local level.

4. Transparent Communication: Building trust by openly addressing health issues in marketing materials and promoting transparency about ingredients and nutrition.

5. Diversifying Product Line: Expanding offerings to include healthier alternatives, such as low-sugar drinks or functional beverages, to meet the demand of health-conscious consumers.

Conclusion

Coca-Cola faces a critical junction where it must navigate the balance between addressing public health concerns associated with its core products while leveraging its involvement in athletic sponsorships to enhance its brand image. Strategic reformulation and marketing could help bridge this gap and align the company with evolving consumer preferences.