Crisis Communication

Chapter 2

Crisis Communications Theory

5 Types

Crisis Communications Theory

Theory A prediction based on past experiences  What will work  What decisions should be made  How will these decisions be made  What actions are likely to result &

how  How do things relate

1) Apologia Theory Defend reputation / protect image  Could be denial, explanation OR apology

a) Redefinition – false/deny or did not “intend”  President Nixon, “I am not a crook”

http://www.youtube.com/watch?v=BxeFMHyOx3I

Crisis Communications Theory

1) Apologia Theory b) Dissociation  Seems to have committed the act, but did NOT

 It was an outside factor  Place blame elsewhere

 BP Oil, “It wasn’t us; it was the company that built the lines”

http://www.stuff.co.nz/world/4109884/BP-blames- contractors-for-US-oil-spill

Crisis Communications Theory

1) Apologia Theory

c) Conciliation We are guilty, sorry, forgive us

 Jet Blue: http://www.youtube.com/watch?v=-r_PIg7EAUw

Crisis Communications Theory

2) Image Restoration Theory What is threatening the reputation or image? – Apologia + restore image ONLY to key publics

(Satisficing) – Sometimes better to remain silent

 Wal-Mart example from reading  Baby Monitor product issue – replace for

customers and move on

Which publics must be communicated with and persuaded in order to maintain and

restore a positive image?

Crisis Communications Theory

3) Decision Theory Considers all possible alternatives and then considers which will deliver the maximum possible benefits.  Leaders make the most effective decision  Key in Issues Management & Crisis Prevention

 Maximizing – Best decision = greatest benefit

 Satisficing (band-aid approach) - Satisfy min. requirements

Crisis Communications Theory

4) Diffusion Theory (Diffusion of Innovations Theory) Examines how new procedures, practices, objects are adopted and accepted

Five Step Process:  Awareness  Interest  Evaluation  Trial  Adoption OR Failure to adopt

Crisis Communications Theory

4) Diffusion Theory, continued – 3 Variables whether Adopted or Not…

 The Past  The Decision Makers  The Innovation/Change

– Example from the book / reading:  Theater example to attract younger

audience

Crisis Communications Theory

5) Excellence Theory (J. Grunig & Hunt, 1984)

– Model 1: Press Agentry / Publicity Model  Not acceptable by ethical standards

– Model 2: Public Information Model  Report Journalistically (truth = essential)  One-way transfer of information

Crisis Communications Theory

5) Excellence Theory, continued – Model 3: Two-Way Asymmetric Model – AKA: Scientific Persuasion Model – Use social science theory and research to

persuade publics to accept the point of view – Feed back – but no change as a result – Asymmetric – the organization is always right

 Letter informing a public of a new policy  A recorded message without ability to reply

Crisis Communications Theory

5) Excellence Theory, continued – Model 4: Two-Way Symmetric Model

AKA: Mutual Understanding Model  PR = intermediary for company & its publics  Dialogue (not monologue)  Either may make changes in behavior as a

result of the communications program  Research and social science theory are used to

communicate (not persuade)  Standard of excellence in PR

Crisis Communications Theory

Characteristics - Excellent PR Programs - Model 4: Two-Way Symmetric Model  PR = part of top management  Programs build relationships  Key publics – ranked in order of importance  Ongoing plan for key public  Large publics broken down into smaller

sub-publics  Issues Management = part of a two-way

symmetrical program

Crisis Communications Theory