Crisis Communication

Chapter 2 - 5 Theories – a more detailed definition (summarized… with examples)

This is a great "cheat sheet" to help you stay on track with key messages and help with understanding the 5 different theories... let me see if I can expand on this to help... and keep in mind there are no definitive lines between them, companies are USUALLY using MORE THAN ONE theory at a time .. (I'll give an example at the end):

1. Apologia Theory - An effort to defend reputation and protect image. Not necessarily an “apology.” Could be denial (Redefinition), explanation (Redefinition or Dissociation), or apology (Conciliation)

Here are the 3 different ways an organization can utilize the apologia theory:

a. Redefinition - The organization denies whatever it’s being accused of, saying the charges are false... or they did not intend for it to happen... - Denial: (Book example, p. 18) - Soft drink manufacturer accused of using inferior ingredients in its products... will release it's ingredients to prove the accusation is false. - Did not intend: An employee made a mistake... he was not supposed to do that, we fired him... or a machine malfunctioned so we fixed it as soon as we found out.... includes an explanation

b. Dissociation - The organization says it looks like it did something wrong but it actually didn’t... facts explaining should follow. (Book example, p. 18)... Soft drink's color changed slightly - the company may explain that the ingredients have not changed but the food coloring is different... all ingredients still pure and perfect... (may need to return to former food coloring to prevent a crisis)

c. Conciliation - “We’re guilty. We’re sorry. Please forgive us.” Example: Chipotle salmonella issue: Co President, "We did not put the proper practices in place to assure all the franchises were following the proper procedures for food order, prep and cleanliness... we are sorry, we will fix and earn your trust back."

2. Image Restoration Theory - Builds on Apologia Theory to determine... a) What is threatening the company's reputation or image... and... b) Which publics must be communicated with and persuaded in order to maintain and restore a positive image? (Same as satisficing but only used with Apologia Theory)… It's a money saving, narrow focus to fix JUST the one problem and only to key publics that are being affected. Book Example - bottom of p. 19 - Walmart: 2009 - corporate greed issue... held open information policy and sustainability agenda, plus stronger audits, awards to energy-efficient suppliers, etc.

Example 2 - Baby Monitor product malfunction - send out a recall, contact all who purchased and offer to replace or refund to only customers who purchased this product.

3. Decision Theory - Management considers all possible alternatives and then decides which will deliver the maximum possible benefits. (Most applicable to issues management and organizational efforts to prevent crisis.) Maximizing - decision maker considers the benefit of each option - how useful is one alternative compared to another and opts for the greatest decision. Satisficing - decision maker opts for decision that will satisfy minimum requirements (ie: replace the baby monitors for those who complain/report issue)

4. Diffusion Theory - Examines how new procedures, practices, and objects are adopted and accepted by companies and individuals - Five stages: (awareness, interest, evaluation, trial, adoption) - Whether something is adopted or not depends on 3 variables (the past, the decision makers, the innovation/change to be made)... see p. 20-21 for explanations Theater company example on p. 21 - aging clientelle looking to get a younger audience uses this to add more contemporary plays.

5. Excellence Theory - Four models (represent the evolution of PR through the ages): a) Press agentry/publicity model - old days of PT Barnum to get people to go to the circus - half-truths, 2-headed serpent (oh sorry, he's sick, but check out the contortionist... lol)

b) Public Info. Model (scientific persuasion model) - just putting info. out (press releases, fliers, news announcements) without any request or desire to hear back from the publics c) Two-Way Assymmetric model - (The bold shows how I remember the difference between c & d) Put out surveys, polls, but didn't change anything as a result of the responses - just did it to make customers/consumers "feel like" they had a say. d) Two-way symmetric model (mutual understanding, p. 23) - based on customer feedback / response - resulted in changes to improve products/services based on customer input. It is the HOPE that MOST companies use this model of the excellence theory... In fact, TODAY there is a 5th level ... the Dialogic model - based on back and forth dialogue between an organization and consumers... company's are no longer always in the driver's seat / in control. Again, most companies use (and should use) a mix of a few of these models when enacting crisis communications strategies... HOPE THIS HELPS!!!!! Let me know if you have any other questions or need more clarification!