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Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview A new way of thinking A new way of thinking The role of public relations in managing conflict The role of public relations in managing conflict It depends: A system for managing conflict It depends: A system for managing conflict The conflict management life cycle The conflict management life cycle Managing the life cycle Managing the life cycle

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 A New Way of Thinking: The Role of Public Relations in Managing Conflict Strategic Strategic Management Management Competition Competition Conflict Conflict Conflict inherent in public relations process and strategies to manage the conflict Conflict inherent in public relations process and strategies to manage the conflict Wrangle in the market place of ideas Wrangle in the market place of ideas

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 It depends: A System for Managing Conflict The contingency theory of conflict management dictates that public relations professionals determine their stance towards stakeholders in a conflict situation.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 It Depends: Two Basic Principles Principles: 1. The contingency continuum: The stance is dynamic. 2. A matrix of factors drive the stance.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Conflict Management Lifecycle Four Phases: - Proactive phase - Strategic phase - Reactive phase - Recovery phase

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Conflict Management Lifecycle

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Issues Management A proactive approach to: Predict problems Predict problems Anticipate threats Anticipate threats Minimize surprises Minimize surprises Resolve issues Resolve issues Prevent crises Prevent crises

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Issues Management W. Howard Chase and Barrie L. Jones’ process for issues management: 1. Issue identification 2. Issue analysis 3. Strategy options 4. An action plan 5. The evaluation of results p. 253

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Risk Communication 5 Variables Affecting Risk Perception 1. Control 2. Complexity 3. Familiarity 4. Message consistency 5. Consequences Definitions Risk communication is an attempt to communicate risks to the public that impact health, safety, and the environment

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Risk Communication Suzanne Zola, writing on risk communication in Communication Word, offers the following suggestions: Initiate dialogue early Initiate dialogue early Actively solicit and identify peoples’ concerns Actively solicit and identify peoples’ concerns Engage in two-way communication Engage in two-way communication Address issues of concern Address issues of concern Anticipate and prepare for hostility Anticipate and prepare for hostility Understand the media’s needs Understand the media’s needs Be honest Be honest

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Crisis Management How to Communicate during a Crisis: Put the public first Put the public first Take responsibility Take responsibility be honest be honest Never say, “no comment.” Never say, “no comment.” Designate a spokesperson Designate a spokesperson Set up an information center Set up an information center Provide information often Provide information often Be familiar with the needs of the media Be familiar with the needs of the media Be accessible Be accessible Monitor news coverage and the phone Monitor news coverage and the phone Communicate with key publics Communicate with key publics

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Crisis Management How Various Organizations Respond to Crises  Attack the accuser  Denial  Justification  Integration  Corrective action  Full apology Examples of a Crisis  terrorist attacks  accidents  disease epidemics  natural disasters

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Reputation Management 3 Foundations of Reputation 1. Economic performance 2. Social responsiveness 3. The ability to deliver valuable outcomes to stakeholders Image Restoration 1. Denial 2. Evade Responsibility 3. Reduce Offensiveness 4. Corrective Action 5. Mortification

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 déjà vu --- All Over Again!