Lecture 2

Question 1

What are the three main ethical approaches in strategic communication?

Answer 1

1. Utilitarian (Teleological): Focuses on consequences, aiming for the greatest good for the greatest number.
2. Deontological: Based on duty and moral rules that should be universal (Kantian ethics).
3. Virtue-based: Guided by one’s own moral compass and practical wisdom.

Example: In a food recall crisis, utilitarianism would push for transparency to protect many consumers, deontological reasoning would demand honesty as a duty, and virtue ethics would guide based on personal conviction to do what feels right.

Question 2

What is the 4-step framework for ethical decision-making in PR?

Answer 2

1. Define the issue.
2. Identify stakeholders involved.
3. Evaluate all options using the three ethical approaches (utilitarian, deontological, virtue).
4. Make and justify a decision.

Example: In the TU Eindhoven gender hiring policy case, this framework helps balance fairness, transparency, and practical wisdom.

Question 3

How is an issue defined in issue management?

Answer 3

An issue is a public concern related to an organization’s actions or decisions, which can lead to conflict with stakeholders (Cornelissen, 2020).

Example: A public health concern like contaminated food in a supermarket can evolve into a reputational issue if not addressed properly.

Question 4

What are the stages of the issue lifecycle?

Answer 4

1. Potential: Low public/media attention.
2. Emerging: Trigger event brings media or social attention.
3. Current: High intensity of public interest and media attention.
4. Crisis: The issue escalates and demands urgent response.

Example: Wakker Dier’s campaigns moved the issue of animal welfare from potential to crisis stage for various supermarkets.

Question 5

What are the four issue response strategies in communication?

Answer 5

1. Buffering: Ignore or delay the issue (‘stonewalling’).
2. Bridging: Adapting to stakeholder expectations reactively.
3. Advocacy: Influencing stakeholders through campaigns/lobbying.
4. Thought Leadership: Proactively shaping the debate on an issue.

Example: Tony’s Chocolonely acted as a thought leader in raising awareness for slave-free chocolate.

Question 6

What is issue monitoring and why is it important?

Answer 6

Issue monitoring involves scanning media and stakeholder channels to detect potential risks or opportunities for the organization.

Example: A supermarket identifies rising online complaints about product quality and responds before it escalates.

Question 7

What is the issue arena theory?

Answer 7

This theory sees issues as dynamic, shaped by:
1) involved actors,
2) places of interaction,
3) specific aspects of the issue,
4) the debate’s course.

Example: Body positivity debates on social media involve brands, NGOs, consumers, and researchers, across platforms like Instagram and news articles.

Question 8

How can issues offer opportunities for organizations?

Answer 8

Issues don’t only pose risks; they may offer chances to take a leadership role and shape public opinion.

Example: Lidl adopting tobacco sales ban early positioned the brand as socially responsible.

Question 9

Why is ethics important in strategic communication?

Answer 9

Because PR and strategic communication influence public opinion, ethics guide fair, transparent, and responsible practices. Past misuse (e.g. propaganda) has created reputational risks.

Example: Hiding product defects may seem strategic but leads to long-term trust erosion.

Question 10

What are risks of unethical strategic communication?

Answer 10

Risks include reputational damage, legal consequences, social backlash, and loss of stakeholder trust.

Example: Tobacco companies targeting youth on social media led to public outrage and stricter regulations.