A risk communication tells public of the risks b

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a. Risk communication (tells public of the risks) b. Conflict-positioning (take a stand/position for public on issue) c. Crisis management plan (developed to deal w/issue) 3. Reactive – company reacts to crisis events as they unfold a. Implement crisis management plan 4. Recovery – boost/repair reputation in public eyes a. Reputation management (research to see public opinion on issue/company) b. Image restoration Be able to recognize what we mean by contingency theory . o “It depends” meaning PR people will take a stance depending on the public, the environment etc. o Stance is dynamic and changing Know the 5 elements of issues management (p. 251-252) 1. Issue Identification (learn what issues are concerns) 2. Issue Analysis (asses threat to org) 3. Strategy Options (if potential harm, what to do about it) 4. Action Plan (decide on policy and communicate it to publics) 5. Evaluation (did it work etc) Be able to define and give examples of risk management o Constant effort to communicate health/safety risks to the public (both natural and due to malfunctions/bugs) o Be able to recognize variables affecting risk perceptions Peoples ability to protect form risk (level of control) Severity of consequences Familiarity (understandable) Crisis management : o Are crises always unexpected? Examples? No some crises can be anticipated/prevented Ex: ignoring/denying, finacials, complaints, risjks etc Ford, NASA, Petrobras o What are the keys to prevention of crises? Environmental scanning and issues management internal problems
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o What percent of companies appear to have crises plans ready? Only about 50% o Be able to list 8 "do's " for crisis communication 1. Be honest, never “no comment”, single trained spokesperson, take responsibility, act immediately, answer calls, monitor news. o Be familiar with various ways companies respond to crises. Deny, attack, justify, excuse, integrate, apologize, correct What are the three foundations to reputation management ? o Economic performance o Social responsiveness o Ability to deliver outcomes to stakeholders What is a hypocrisy factor ? o Public doesn’t believe apology is sincere (hypocritical) FROM CATHERINE JUNG'S PRESENTATION What are some ways Public Affairs trains officers and others for media interviews? o Know about format of interview and interviewer, objectives, audience, know issues, build messages, anticipate tough ?s and know answers, practice What are some reasons to engage rather than avoid the media? o What are some ways she characterized how reporters think? o Conflict, confrontation, damage, fear struggle threat What other advice did she have for effective media messages? o e.g. did she feel just answering questions was most effective? o Use analogy, repetition, stories, energy words, emphasize positive, avoid jargon. o Hooking, bridging, flagging
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