Your SlideShare is downloading. ×
UBS - Crisis Communication Plan
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

UBS - Crisis Communication Plan

3,494
views

Published on

This assignment was part of the Empirical Media Analysis class. The goal of the experiment was to set up a crisis communication strategy in the eventuality of the financial crisis affecting UBS. The …

This assignment was part of the Empirical Media Analysis class. The goal of the experiment was to set up a crisis communication strategy in the eventuality of the financial crisis affecting UBS. The presentation was delivered in November 2008, when the sub-prime crisis was just making its presence known. Team members: Irina Antonescu, Andreea Dicu (template design), Alina Oprea, Teodora Vasileva, Raluca Blanaru & Carmen Neghina.

Published in: Business, Technology

0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,494
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
83
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 12 articles were double coded = 33.3 %
  • 12 articles were double coded = 33.3 %
  • M = total items agreed upon N1 = total items for coder 1 N2 = total items for coder 2
  • Transcript

    • 1. UBS Subprime Crisis Irina Antonescu - Raluca Blanaru - Andreea Dicu - Carmen Neghina - Alina Oprea – Teodora Vasileva
    • 2. Agenda Research Question Population of Media Content Coding Scheme Findings Evaluation of Results You & Us
    • 3. Research Question You & Us
    • 4. Research Question “How did the media coverage on UBS’s subprime crisis develop from October 2007 to January 2008?” You & Us
    • 5. Population of Media Content You & Us
    • 6. Population of Media Content Trusted international financial newspapers with online editions Media Source 17% 25% The Financial Times Forbes 11% The Economist Other 47% You & Us
    • 7. Sampling Time frame: October 2007 November 2007 December 2007 January 2008 February 2008 Sampling size: 36 articles (33% double coded) Distribution of articles 25% 28% Octomber November December 8% January 39% You & Us
    • 8. Sampling Time frame: October 2007 November 2007 December 2007 January 2008 February 2008 Sampling size: 36 articles (33% double coded) Distribution of articles 25% 28% Octomber November December 8% January 39% You & Us
    • 9. Coding Scheme You & Us
    • 10. Code Book 1. Media Source 2. Time Frame 3. Size 4. Centrality 5. Context 6. Personalization 7. Favorability 8. Response 9. Coverage 10. Primary Journalistic Dimension of Commentary 11. Secondary Journalistic Dimension of Commentary 12. Use of the Word “crisis” You & Us
    • 11. Code Book 1. Media Source 2. Time Frame 3. Size 4. Centrality 5. Context Manifest Content 6. Personalization 7. Favorability 8. Response 9. Coverage 10. Primary Journalistic Dimension of Commentary 11. Secondary Journalistic Dimension of Commentary 12. Use of the Word “crisis” You & Us
    • 12. Code Book 1. Media Source 2. Time Frame 3. Size 4. Centrality 5. Context Latent Content 6. Personalization 7. Favorability 8. Response 9. Coverage 10. Primary Journalistic Dimension of Commentary 11. Secondary Journalistic Dimension of Commentary 12. Use of the Word “crisis” You & Us
    • 13. Reliability  36 articles - 12 double coded (33%)  Holsti’s inter-coder reliability 2M 0.94 N1 N2 You & Us
    • 14. Findings You & Us
    • 15. Centrality 100% 80% 3 3 In center 60% 3 3 1 2 Prominently 40% 1 Not centrally 20% 0 Not mentioned 2 2 1 1 1 0% October November December January (0) Firm is not mentioned in the article (1) Firm is not centrally or prominently covered (other firms or topics are in the center) (2) Firm is prominently covered but not in the center (one long or various small paragraphs) (3) Firm is in the center of the article (the article talks only or mainly about the firm) You & Us
    • 16. Context Is the UBS and the topic of the subprime crisis covered in a business context or in a societal context? 100% 80% (1) Business context (the article talks mainly about the business performance, management, strategy of 60% the UBS AG) Both 40% (2) Both (business and societal context are covered to Social an equal extent) 20% Business (3) Societal context (the article talks mainly about societal implications, concerns, ethical aspects) 0% You & Us
    • 17. Personalization Does the article personalize the firm, by putting one or more of its representatives (mostly the CEO or other top managers) in the center of the story? Or is the firm only talked about as a collective organization? 100% 3 3 (1) No personalization (representatives are not mentioned) 80% 3 3 2 3 (2) Medium personalization 2 60% 2 (representatives are mentioned but 1 not prominently) 40% (3) Strong personalization (the article 1 2 puts one/more representatives in the 2 center of the story) 20% 1 1 0% October November December January You & Us
    • 18. Overall Personalization Does the article personalize the firm, by putting one or more of its representatives (mostly the CEO or other top managers) in the center of the story? Or is the firm only talked about as a collective organization? (1) No personalization (representatives are not mentioned) (2) Medium personalization (representatives are mentioned but not prominently) (3) Strong personalization (the article puts one/more representatives in the center of the story) 15 16 5 1. No personalization 2. Medium personalization 3. Strong personalization You & Us
    • 19. Favorability 100% 80% Positive 60% Neutral 40% Ambivalent 20% Negative 0% October November December January (0) Negative (the article is marked by feelings of hostility, pessimism that criticize the situation of the USB AG) (1) Ambivalent (equal amounts of negative and positive coverage) (2) Neutral (taking no side on the issue, simply presenting the facts as they are , without voicing an opinion) (3) Positive (the article uses a confident, optimistic tone, focusing on the good things and presenting solutions, rather than problems) You & Us
    • 20. Overall Favorability 18 9 8 1 1. Negative 2. Ambivalent 3. Neutral 4. Positive (0) Negative (the article is marked by feelings of hostility, pessimism that criticize the situation of the USB AG) (1) Ambivalent (equal amounts of negative and positive coverage) (2) Neutral (taking no side on the issue, simply presenting the facts as they are , without voicing an opinion) (3) Positive (the article uses a confident, optimistic tone, focusing on the good things and presenting solutions, rather than problems) You & Us
    • 21. Response 100% (0) No response (1) Denial (didn’t do it, others were guilty) 80% (2) Evading responsibility (not in our control, accident, we had good intentions) 60% (3) Reducing offensiveness (reframing the situation as less negative, bolstering) 40% (4) Corrective action (make changes to prevent the problem from repeating itself, or trying 20% to restore the situation to its previous state) (5) Mortification (apology, expression of regret, 0% confessing, begging for forgiveness) October November December January None Denial Evasion Reduce Offensiveness Corrective Action Mortification You & Us
    • 22. Overall Response (0) No response (1) Denial (didn’t do it, others were guilty) (2) Evading responsibility (not in our control, accident, we had good intentions) (3) Reducing offensiveness (reframing the situation as less negative, bolstering) (4) Corrective action (make changes to prevent the problem from repeating itself, or trying to restore the situation to its previous state) 12 0 5 8 11 0 (5) Mortification (apology, expression of regret, confessing, begging for forgiveness) 0. No response 1. Denial 2. Evasion of 3. Reducing 4. Corrective 5. Mortification responsibility offensiveness action You & Us
    • 23. Primary Journalistic Dimension of Commentary What is the tone of the article? 100% (1) Criticizing (expressing disapproval by pointing out faults or shortcomings related to the situation) 80% (2) Argumentative (reasoning aiming at demonstrating truth or falsehood) 60% (3) Descriptive (aimed at describing or informing 40% about the situation) (4) Summary (giving a general overview of recent 20% actions) (5) Cynical (mocking, scornful, sarcastic) 0% October November December January Criticizing Argumentative Descriptive Summary Cynical You & Us
    • 24. Primary Journalistic Dimension of Commentary Overall Results (1) Criticizing (expressing disapproval by pointing out faults or shortcomings related to the situation) (2) Argumentative (reasoning aiming at demonstrating truth or falsehood) (3) Descriptive (aimed at describing or informing about the situation) (4) Summary (giving a general overview of recent actions) 5 9 16 4 2 (5) Cynical (mocking, scornful, sarcastic) 1. Crusading 2. Argumentative 3. Descriptive 4. Summary 5. Cynical You & Us
    • 25. Evaluation of Results You & Us
    • 26. Evaluation of results  In sum, the personalization was medium  Analysis of the crisis, not of representatives  Response strategies  No denial and mortification  Reasoning prevailed over appeal to emotions  Tried to improve their damaged image by using reducing offensiveness, evasion of responsibility and corrective actions  The cynicism of the articles decreased, whereas the use of description increased  The crisis is still in the containment phase You & Us
    • 27. Thank you for your attention You & Us

    ×