case study
Communication Practice of Banishing Rumors in a Corporate Environment
By Kevin K. Derricotte
Adjunct Faculty NYU
April 7, 2020 - Lecture
Rumors
What Is A Rumor?
The dissemination of hearsay,
doubtfulness or Uncertain Information
Unfounded!
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Leo Postman - Instructor
Gordon W. Allport - Professor
1940 Harvard University Psychologists
Conducted experiments on how the content of rumors changes as the rumor passes from person to person. Concluded that as a rumor travels, it tends to grow shorter, more concise, and more easily grasped and told – John Doorley and Helio Fred Garcia – “3rd Edition Reputation Management – Pg. 322
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Rumors In a Nutshell
Dealing with Rumors
The Morphing of Rumors
Preventing Rumors
Controlling Rumors – Mathematically
Dynamics of the News Cycle in Controlling Rumors
The Rumor Games
Telephone Game
Chinese Whispers
Geese to Geese
Dealing with Rumors
The challenge in a crisis or issues situation with any organization, celebrity or even person is that rumors cause more harm than good if not addressed.
Sometimes - Deliberate and Planted – Why? Profit, Unhappy, Negative, Resentful, Hidden Agenda, Gossip, etc. Who? Investors, Lawsuits, Activists, Competitors, Employees, Friends.
Morphing of Rumors
Leveling – Travels
Sharpening – Concise
Assimilation – Retention
As it passes from person to person it tends to change in predictable ways. Assimilation – Concluded as it travels, tends to grow shorter more concise, and more easily grasped and told.
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Dealing with Rumors
Where Does A Rumor Come From?
Sometimes you can determine where rumors come from, other times you can’t. Hard to figure out where it started, how it builds momentum, and where it ends.
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Leveling
What Feeds A Rumor?
People Feed Rumors
People – Employees, customers, suppliers, lenders, investors, siblings, parents, friends, family members, celebrities, etc.
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Sharpening
How Do Rumors Spread?
Rumors Feed Other Rumors
Rumors From Other Sources
People - People pass rumors along whether they believe them or not. Rumors feed other rumors; Rumors from other sources;
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Assimilation
A Person – Can Spread Rumors Adds to the credibility
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Assimilation
Formalization – Adds Credibility
Once it hits the media – formalized; Adds Credibility worse because skeptical people read, hear, see – and they conclude news account proven accurate.
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Controlling Rumors Formula
Importance and Ambiguity
Formula for the intensity of rumors
(Transmission)
R (Rumor ) ~I (Importance) X A (Ambiguity)
R ~ I x A, where: reach, intensity, duration and degree that people will rely upon it.
NYC Rumor
Controlling Rumors Formula
R ~ I x a
R ~ 10 X 10
R ~ 100
R ~ 10 X 3
R ~ 30
NYC Rumor
Rumor Gates Foundation
Rumor Gates Foundation
Fight Fire with Fire
Executives are uncomfortable with the notion that you have to address or disclose information in order to stop a rumors.
Paradox – Forest Fire – Firefighters sometimes star a bush fire to stop a fire. Removing the fuel.
Communicating to shut down rumor communications
News Cycle Social Media
24/7 Deadlines
As Communicators we have to create early warning signs to eliminate rumors.
Timely & Robust Communications
Success - Influencing I x A – Soon – All, Fast, Doing, Over, and Work
Rumor
People are saying that NYU President Andy Hamilton has postponed NYU’s scheduled graduation ceremony at Yankee Stadium because of Covid-19.
President Trump recently extended the shutdown until April 30, 2020 when people can go back to work.
Based on Trump’s extension -- NYU’s graduation may go on as scheduled.
1) Source – NYU Official Website confirmed by email to students and faculty; 2) Source New York Time; CBS News; USA Today - Polling Question – Is there any doubt --;
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Today’s Exercise
Please return to your agency
You should have enough time to complete your assignments from last week.
Research your company and find any rumors that are circulating about the company. Based on the Rumor presentation, please insert the formula and messaging to eliminate the rumors.