MC 2525 Lecture : PRBookNotes
Chapter 8: Crisis management
• The Conflict Management Life Cycle illustrates the “big picture” of how to
manage a conflict.
• Proactive Phase:
o Activities and thought processes that can prevent a conflict from
arising or from getting out of hand.
o The first step is environmental scanning-the constant reading,
listening, and watching of current affairs with an eye toward the
organization’s interests.
o As new issues emerge, issues tracking becomes more focused and
systematic through processes such as blog monitoring and daily news
scanning
o Issues management occurs when the organization makes behavioral
changes or creates strategic plans to address emerging issues.
o Well-run organizations also develop a general crisis plan as a first step
in preparing for the worst
• Strategic Phase:
o An emerging conflict is identified as meriting action by the public
relations professional.
o Risk communication- dangers or threats to people or organizations
are conveyed to forestall injury, health problems and environmental
damage.
o Conflict positioning strategies enable the organization to situate itself
favorably in anticipation of actions.
o Crisis management plan is developed.
• Reactive Phase:
o PR professional must react
o Crisis communication includes the implementation of the crisis
management plan as well as 24/7 efforts
o Conflict resolution techniques are used to bring a heated conflict to a
favorable resolution.
• Recovery Phase:
o Bolster or repair reputation
• Issues management, Strategic Positioning and Risk Communication, Crisis
Communication, Reputation Management
• Three foundations of Reputation:
o Economic performance
o Social responsiveness
o The ability to deliver valuable outcomes to stakeholders
• What role do Competition and Conflict play in public relations?
o PR can be defined as strategic management of competition and
conflict
Document Summary
Issues management, strategic positioning and risk communication, crisis. Chapter 15: corporate pr: what role can pr play in rebuilding public trust in business, corporations must make special efforts to win public credibility and trust. Pr professionals are on the front line of this effort, counseling companies to be more transparent in their operations, to adopt ethical standards of conduct, and to improve corporate governance. Recruiting volunteer labor is often crucial to make up for lack of operating funds and involve the community to reach the nonprofit"s goals: which pr goals and tactics do nonprofit advocacy groups and social service. Pr for hospitals focuses on enhancing the public"s perception of the institutions and marketing their services: the audience for education communications include alumni, students, prospective students, faculty and staff, government and the general public. Our informative objective is to increase haart"s social media effectiveness by building relationships, improving visibility, and connecting with others through interactions.
