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PR 3310 Principles of Public Relations

PR 3310 Principles of Public Relations. Wednesday, 6/17/09. Class Objectives. Presentations: C. Gallagher and A. Fanning Lecture Ch. 10, Conflict management Homework assignments Presentations tomorrow: J. Durant and A. Ash Read chapter 10 in book Paper 2 due tomorrow (6/18) at 12:05 pm.

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PR 3310 Principles of Public Relations

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  1. PR 3310Principles of Public Relations Wednesday, 6/17/09

  2. Class Objectives • Presentations: C. Gallagher and A. Fanning • Lecture • Ch. 10, Conflict management • Homework assignments • Presentations tomorrow: J. Durant and A. Ash • Read chapter 10 in book • Paper 2 due tomorrow (6/18) at 12:05 pm

  3. What’s in the news today • Rowdy crowds expected for U.S. Open – being held in NY at a municipal golf course • http://www.nytimes.com/2009/06/17/sports/golf/17fans.html?_r=1&hp • Historically, golf has been similar to tennis in that the audience is expected to remain quiet during play (except for scoring); now the crowd at the U.S. Open is expected to behave more like they were attending a football game • Doing the wave • Cheering on the ones they like; heckling those they don’t • Heavy drinking at the event • PR Aspect: Would you want to tap into this behavior and position your client/a golfer, in a new light? Is this the way golf is now going to be cheered?

  4. Conflict Management • What is conflict management • the process of planning to avoid conflict where possible and organizing to resolve conflict where it does happen, as rapidly and smoothly as possible. • is inevitable and perfectly acceptable • Conflict management happens after an event, “crisis prevention” happens before crisis prevention conflict management Event that causes a conflict

  5. Conflict Mgt Life Cycle (pg. 254) • In proactive phase, corporation wants to be aware of issues being discussed in mass media (Environmental scanning, issues tracking, issues management, and crisis plan) • Does your corporation/client have anything related to the messages being delivered? • Can a crisis be avoided? (if so, how) (con’t on next slide) • Over time, this cycle includes proactive phase (crisis prevention), strategic phase, reactive phase, and recovery phase

  6. Conflict Mgt Life Cycle: strategic phase • An issue that has become an emerging conflict is identified as needed action by the public relations professional • Risk communication - dangers or threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental damage. Continues so long as the risk exists or until the risk escalates into a crisis • Conflict-positioning - enable the organization to position itself favorably in anticipation of actions such as litigation, boycott, adverse legislation, elections or similar events that will play out in the "court of public opinion“ • Crisis management -a plan is developed when an issue resists risk communication efforts and becomes a conflict of crisis proportions

  7. Conflict Mgt Life Cycle (pg. 254) • Some questions to ask when a crisis is eminent.. • What will this do to our reputation? • How do we communicate the risks of the crisis to the public? • What media outlets do you choose? • How quickly can we respond? • Do you even need to respond? No comment can be viewed in many different ways. Book is strong about it being interpreted as negative. • How much do you want to reveal/communicate?

  8. Conflict Mgt Life Cycle (pg. 254): reactive phase • Once the issue or imminent conflict reach a critical level of impact on the organization, the public relations professional must react to events in the external communication environment as they unfold • Crisis communications -includes the implementation of the crisis management plan as well as 24/7 efforts to meet the needs of publics such as disaster victims, employees, government officials and media • Conflict resolution -used when conflict has emerged but is not careening out of control. Techniques are used to bring a heated conflict to a favorable resolution using negotiation or arbitration efforts to resolve conflict • Litigationpublic relations - employs communication strategies and publicity efforts in supports of legal actions or trials

  9. Conflict Mgt Life Cycle (pg. 254): recovery phase • In the aftermath of a crisis or a high profile, heated conflict with a public, the organization should employ strategies either to bolster or repair its reputation in the eyes of key publics • Reputation management - includes systematic research to learn the state of the organization's reputation and then taking steps to improve it

  10. Video: Dasani and Coke crisis • 10 points, counts as quiz 4 • Answer the questions on the handout while watching the video and after it

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