11thEd_Wilcox_PPT_Chapter10.ppt

Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 10
Conflict Management and Crisis
Communication

Chapter 10 Objectives
 Understand the role of public relations in managing
conflict
 Describe the two basic principles of strategic conflict
management
 Identify the four phases of the conflict management life
cycle
 Understand the issues management process as a key
public relations contribution
 Explain the relationship between the conflict stance and
the communication strategy
 Identify important steps to deal with a crisis as it occurs
 Define reputation and the role public relations plays in
image repair

Strategic Conflict Management
 Strategic
 for the purpose of achieving
particular objectives
 Management
 planned, deliberate action
 Competition
 striving for the same object,
position, or prize as others
 Conflict
 sharp disagreements or
opposition resulting in a direct,
overt threat of attack from another
entity

Competition and Conflict

Importance of Professionalism
 PR practitioners must have a sense that…
 Your organization’s behavior is honorable and
defensible
 Your organization is ethical
 Your organization’s mission is worthy
 Your advocacy of the organization has integrity
 Your organization works at creating mutual benefits
whenever possible

The Role of Public Relations in
Managing Conflict
 Occurs when a business or industry contends
with government regulators or activist groups
that seem determined to curtail operations
through excessive safety or environmental
standards
 Both the regulatory body and the activists
engage in their own public relations efforts to
make their case against the company

The Role of Conflict in Public
Relations
 Typically organizations wish to reduce conflict
 Best to deal with conflicts in early stages
 More efficient
 Less damage to organization
 Ethical thing to do
 Most conflict situations are not clear-cut in
terms of an ideal solution
 Public relations professionals have to make
tough calls and advocate strictly on behalf of
their organization

It Depends—A System for
Managing Conflict
 Must determine the stance the organization will
take toward each public or stakeholder involved
in the conflict situation
 Stance then determines strategy
 The stance-driven approach is based on virtually
all practitioners sharing an unstated, informal
approach to managing conflict and competition:
in other words, “it depends”

Threat Appraisal Model

It Depends: Two Basic Principles
 A matrix of contingency factors
 The contingency continuum

The Conflict Management Life
Cycle
 Shows the “big picture” of how to manage a
conflict

Processes for Managing
the Life Cycle
 Issues management
 Conflict Positioning
and Risk
Communication
 Crisis management
 Reputation
Management

Issues Management
 Proactive and
systematic approach
to…
 Predict problems
 Anticipate threats
 Minimize surprises
 Resolve issues
 Prevent crises
 5 step process
 Issue identification
 Issue analysis
 Strategy options
 Action plan
 Evaluation

Conflict Positioning and Risk
Communication
 Conflict positioning = any verbal or written
exchange that tries to communicate information
that positions the organization favorably
regarding competition or conflict
 Risk communication minimizes adverse effects
on public and organization
 Variables affecting risk perceptions
 Too numerous to count
 See short list on p. 264

Crisis Management
 What is a crisis?
 Major occurrence with
potentially negative
outcome for organization
 A lack of crisis planning
 Among Fortune 500
companies
89% of CEOs view crises
as inevitable
 50% have no crisis
management plan
 Strategies for
responding to crises
 Attack the accuser
 Denial
 Excuse
 Justification
 Ingratiation
 Corrective action
 Full apology

How to Communicate in a Crisis

Reputation Management
 Reputation is the track record of an organization
in the public’s mind
 The three foundations of reputation
 Economic performance
 Social responsiveness
 The ability to deliver valuable outcomes to
stakeholders

Reputation Management, cont.
 Many forces affect corporate reputations

Reputation Management, cont.
 Image restoration strategies
 Denial
 Evade responsibility
 Reduce offensiveness
 Corrective action
 Mortification
 Déjà vu—all over again

11thEd_Wilcox_PPT_Chapter10.ppt

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