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Test 2 Flashcards

(73 cards)

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1
Q

problem

A

commonplace (occurence)

fairly predictable

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2
Q

addressed without arousing public attention, draining resources

A

problem

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3
Q

crisis

A

less predictable
brings unwanted public attention
can challenge org. to its core values

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4
Q

requires investment of time/resources to resolve

A

crisis

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5
Q

official crisis definition

A

event/occurrence that threatens to create a firestorm of harshly negative media coverage that could damage the reputation or future viability of an org.

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6
Q

characteristics of a crisis

A

sudden
severe
urgent

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7
Q

types of crisis

A

natural disasters
technological incidents
organizational misconduct
marketplace and political crisis

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8
Q

Worst crisis for image

A

organizational misconduct (scandal)

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9
Q

crisis communication

A

communication between the org. and its publics during the negative occurrence
designed to minimize damage

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10
Q

designated spokesperson

A

more people talking, more likely to seem less credible with contradictions (what is said)

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11
Q

crisis management

A

use of PR to minimize harm to the org. in emergency situations that could cause the organization irreparable damage
key:preparation

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12
Q

goal of crisis management

A

to avert crisis or more effectively manage those that do occur by ending it quickly, limiting the damage, and restoring credibility

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13
Q

stages of crisis management

A 
research
prevention
prepare/plan
practice
response
recovery
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14
Q

research

A

identify potential threats

review policies of personnel, conduct, financial, safety measures, services/procedures

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15
Q

prevention

A

eliminate/lessen threats
make changes in policies as needed
understand that crisis will happen

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16
Q

prepare/plan

A

Crisis Management Plan

  • identify possible crisis situations
  • CMT (crisis mgmt team)-talks to press
  • EOC (emergency operation center)
  • MIC (media information center)
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17
Q

what things should you bring to prepare/plan

A

chairs, podium, food, backdrop, security

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18
Q

response

A

analyze situation
execute plan
communication with publics using predetermined channels

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19
Q

recovery

A

lessons learned

evaluate/continue corrective measures

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20
Q

Tylenol crisis

A

cyanide laced extra strength capsules result in deaths
johnson and johnson issued a product recall
company seen as victim and responsible in response

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21
Q

Tylenol crisis mgmt

A

Johnson and Johnson issued recall

  • response viewed as ideal
  • posted 100,00 award for killer
  • full pg advertisements
  • offered exchange for capsules to tablets
  • toll-free hotline
  • chairperson visible on tv
  • sent 450,000 electronic messages to medical community
  • introduced triple-sealed tamper resistant package and caplets
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22
Q

Pepsi Crisis

A 
1993-first report of syringe found in diet pepsi can (Seattle)
reports from 23 states in 1 week
press/ceo highly visible, accessible
video news releases
surveillance video
mystery solved in 8 days
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23
Q

Apologia

A

defense that seeks to present a compelling, counter description of organizational actions
does not always contain an apology

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24
Q

goal of apologia

A

to place wrongdoing in more favorable context

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25
types of apologia
- redefinition (Chrysler/test program) - statement of regret (still don't take responsibility) - dissociation (distance yourself from wrongdoing)
26
Individual/group dissociation
scapegoat/badseed | toshiba
27
Chrysler
Brasshats-unhooking odometers responded by calling it a test program committed a mistake in bad judgment
28
Toshiba
sold top-secret computer and mailing equipment to USSR breech of national security senator voted on ban on toshiba products in the U.S. admitted engaging in wrongdoing, but didn't name/explain it
29
Volvo
deceptive ads (monster trucks) presented as exhibition when it was a dramatization an error in failing to label it based upon actual events
30
Texas Flood
Michael Watter | dressed to look like he was working (no suit, sleeves rolled up)
31
Virginia Tech
- president=spokesperson, no talk of corrective action - call to 911 was inaccurate, stalker not boyfriend - facts constantly changing - 2 hours before campus was notified - recovery=completely flexible to assist students - gave lost lives excerpts in magazine
32
Nonprofit PR
tax-exempt noncommercial entities whose purpose is to serve the public interest
33
key issues of nonprofit pr
- maintaining positive public image - fundraising and cost containment - transparency - recruiting - creating COM programs/campaigns to stimulate public interest in org's. goals and invite public participation
34
membership organization's main purpose
represent the interest of members to other publics | emphasis on recruitment/retention
35
PR duties for membership orgs.
- influence legislation, regulation through lobbying - plan meetings - create publications - acting as spokesperson
36
PR in social orgs.
- few employees, rely on volunteers | - emphasis on innovative approaches
37
Social Orgs. goals
- develop public awareness of orgs. purpose and activities - induce individuals to use the services the org. provides - create educational materials - recruit/train volunteer workers - obtain funds to operate the org.
38
Recruiting Volunteers
- inform people about mission/purpose - match volunteers with duties that are relevant to their skill and ability - testimony from previous volunteers - incentives - show appreciation through thank you letter
39
Risks of fundraising
- burnout - ethical standards - credibility
40
types of fundraising
- donations - direct mail - sponsorship of events - telephone solicitations - phone banks - endorsements, licensing - social media - races/marathons
41
Issue
created when one or more persons attaches significance to the situation created through interaction vary over time vary in status/signficance
42
Issue status
degree of significance attached to a situation | leads to action
43
issue status varies with
how many people attach significance how much significance they attach the significance of the people attaching
44
issue management
meaningful participation in creation of public policy that affects personal and institutional destiny
45
Corporate Gov't Relations Duties
- monitor issues up for debate in legislative bodies and regulatory agencies through trade associations - disseminate info about company's position to key publics - visit with gov't officials - provide testimony at hearings - write/deliver speeches - write letters - prepare position papers/newsletters
46
Lobbyist
someone hired to influence lawmakers, gov't officials, or their aides efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency bodies work at all levels of gov't
47
example of lobbying
healthcare, firearms
48
Grassroots lobbying
no rules/regulations tools include: toll-free phone lines, websites, direct mail involved coalition building to get individuals and groups with no financial interest to speak about an issue on the sponsor's behalf
49
Gov't Bodies mission
public service by disseminating info to inform citizens about services and how to use them gain support for new laws gain voluntary obedience with laws
50
Gov't dept. of PR
- mission/legitmacy are scrutinized more extensively - FEMA - CIA - Dept. of Homeland Security - NC DMV - City of Wilmington - New Hanover County
51
Duties of Gov't PR
- manage press/public inquiries - news releases/press conferences - manage social media - prepare speeches for top officials - writing/producing informational materials
52
police video
positioning
53
political campaigns
- act as spokesperson - formulate strategy and positions on issues - develop mass mailings - coordinate ads - scout sites for speeches and events - stage events - write speeches - create campaign films - build networks through social media/internet
54
Entertainment PR
- fascination with celebrity gossip - image is everything - magnitude of money at stake
55
event promotion
generate publicity and buzz to stimulate ticket sales
56
film release
- target audience: what shows do they watch - talk show appearances and exclusives - giveaways/contests
57
Publicity/Promotion
pub: uncontrolled, appearances, media training prom: controlled, news release, head shots, photos
58
Image restoration strategies (Benoit)
- denial - evade responsibility - reduce offensiveness - corrective action - mortification
59
Lessons learned (hugh grant)
- think before you act - your reputation is who you are as far as the publics concerned - people want to forgive you if you give them reason to - be candid and forthcoming - bad press is still press
60
Film as Instigator
- company must respond to "accurate" negative portrayal in film - Erin Brockovich
61
Crisis mgmt in film distribution
- historical inaccuracies (least problematic) - representations/portrayals on minorities (stereotype) - copycat syndrome - excessive violence/sex - controversial topics
62
Fight Club
-too much violence -film targeted teenage boys -copycat fight clubs immoral -bomb-making -evokes memory of okl. city and 9/11 -shows fighting as a solution to problem
63
RACE
research, plan, communication, evaluation
64
Research; situation analysis
initial client interview - review website, social media, media coverage - develop questions
65
Archival research
anything org. has produced itself (photos, language, style) | when org. completely controls content
66
Secondary research
anything outsiders say about the company uncontrolled helps view what publics think about client ex: retweets, published materials, transcripts, Nexis/Lexus
67
Qualitative research
- soft data - open-ended qs - exploratory - offers rich insight/understanding
68
Quantiative research
- hard data (numbers) - closed-ended questions - can generalize to large populations
69
focus group (quant)
informal research method in which interviewers meet with groups of selected individuals to determine their opinions
70
advantages of focus group
inexpensive immediate feedback visual stimuli follow up qs
71
disadvantages of focus group
session domination results cant be quantified courtesy bias: tell researcher what you think they want to hear
72
why focus group?
- test potential of proposed new products - generate ideas for improving existing products - to get feedback about idea in short amount of time - choose qs to be used in quantitative studies
73
Four lessons from Disney's downfall
- be proactive-preparation is everything - cover all your bases - public relations 101 - use it or lose it

PR (4 decks)

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