CMST 2PR3 Chapter Notes - Chapter 12: Unintended Consequences, Scapegoating, Earned Media

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2PR3
• Professor: Terry Flynn

Document Summary

Band of sons of maxwell had their guitar mishandled by united airlines and taylor did a response video on youtube which went viral and hurt the market value of united by million. Tip is to respond quickly and appropriately to challenges on social media to prevent issues from becoming crises. Contingency theory: a theory that proposes that the best course of action in any situation depends on the specifics of the situation. In conflict, the action or communication tactic that a public relations person chooses depends on factors internal and external to the organization. Internal factors may include an organization size, structure and culture as well as the autonomy of a public relations department within an organization. External factors may include the threat of litigation, business competition, political support and the size and power of publics. Pure advocacy: stance in issues management in which a public relations practitioner firmly pleads an organization"s case without compromise.