Crisis Communication and Image Repair

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Crisis Communication and Image Repair

  1. 1. Crisis Communication and Image Repair<br />Meaghan Nicholson, Comm337<br />
  2. 2. <ul><li>Image & Reputation
  3. 3. Communication
  4. 4. Reality</li></ul>Introduction to Crisis Communication<br />
  5. 5. Image<br />Subjective impression <br />Image varies <br />What influences image<br />If threatened<br />
  6. 6. Communication<br />Understanding and influencing image<br />Use communication to repair image<br />Corrects mistakes<br />
  7. 7. Reality <br />Image at odds with reality<br />Does not repair image<br />Image and Image repair<br />
  8. 8. <ul><li>Two basic elements</li></ul>Image Repair Theory<br />
  9. 9. Two Basic Elements<br />Offensive act has occurred<br />Accused is responsible for the act<br />
  10. 10. <ul><li>Denial
  11. 11. Evasion of Responsibility
  12. 12. Reduce Offensiveness
  13. 13. Corrective Action
  14. 14. Mortification</li></ul>Image Repair Strategies<br />
  15. 15. Denial<br />Simple Denial <br />Did not perform act<br />Less Nicotine example<br />Shift the Blame<br />Act performed by another<br />Firestone and Ford example<br />
  16. 16. Evasion of Responsibility<br />Provocation<br />Defeasibility<br />Accident<br />Good intentions<br />
  17. 17. Reduce Offensiveness<br />Bolstering<br />Minimization<br />Differentiation<br />Transcendence<br />Attack accuser<br />Compensation<br />
  18. 18. Corrective Action<br />Plan to solve or prevent problem<br />Promise to correct problem<br />Example: Texaco<br />Important for repairing image<br />
  19. 19. Mortification<br />Apologize for act<br />Admit wrong doing<br />Ask for forgiveness <br />Example: AT&T<br />
  20. 20. <ul><li>Preparation for Crisis
  21. 21. Identifying the Nature of the Crisis
  22. 22. Identifying the Relevant Audience(s)
  23. 23. Coping with Crisis</li></ul>Suggestions for Image Repair Messages<br />
  24. 24. Preparation for Crisis<br />Anticipate potential crisis<br />Prepare a contingency plan<br />Examples: Tylenol and Exxon<br />
  25. 25. Identifying the Nature of the Crisis<br />What are the charges or worries?<br />Must know to respond appropriately<br />The response = depends on offense<br />
  26. 26. Identifying the Relevant Audience(s)<br />Identify the most important audiences<br />Addressing several audiences<br />Most important audience is first<br />
  27. 27. Coping with Crisis<br />Differentiation <br />Attention on other issues<br />Address different audiences<br />
  28. 28. Sources<br />Hansen-Horn, T. L., & Neff, B. D. (2008). Public Relations: from theory to practice. Boston: Pearson Education, Inc. <br />

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