Chapter 2:
Managing Competition
and Conflict
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Overview

A new way of thinking

The role of public relations in managing conflict

It depends: A system for managing conflict

The conflict management life cycle

Managing the life cycle
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A New Way of Thinking: The Role of
Public Relations in Managing Conflict

Strategic

Management

Competition

Conflict

Conflict inherent in
public relations
process and
strategies to
manage the conflict

Wrangle in the
market place of
ideas
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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.
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It Depends: Two Basic Principles
Principles:
1.
2.
The contingency continuum: The stance is
dynamic.
A matrix of factors drive the stance.
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Conflict Management Lifecycle
Four Phases:
-
Proactive phase
Strategic phase
Reactive phase
Recovery phase
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Conflict Management Lifecycle
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Issues Management
A proactive approach to:
Predict
problems
Anticipate
Minimize
threats
surprises
Resolve
issues
Prevent
crises
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Issues Management
W. Howard Chase and Barrie L. Jones’
process for issues management:
1.
2.
3.
4.
5.
Issue identification
Issue analysis
Strategy options
An action plan
The evaluation of results
p. 253
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Risk Communication
5 Variables Affecting
Risk Perception
Definitions
Risk communication is an
attempt to communicate
risks to the public that
impact health, safety, and
the environment
1.
2.
3.
4.
5.
Control
Complexity
Familiarity
Message consistency
Consequences
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Risk Communication
Suzanne Zola, writing on risk communication in
Communication Word, offers the following suggestions:
 Initiate
dialogue early
 Actively solicit and identify peoples’ concerns
 Engage in two-way communication
 Address issues of concern
 Anticipate and prepare for hostility
 Understand the media’s needs
 Be honest
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Crisis Management
How to Communicate
during a Crisis:

Set up an information center

Put the public first

Provide information often

Take responsibility

Be familiar with the needs of
the media

be honest

Be accessible

Never say, “no comment.”


Designate a spokesperson
Monitor news coverage and
the phone

Communicate with key publics
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Crisis Management
Examples of a Crisis
terrorist
attacks
How Various Organizations
Respond to Crises
Attack
accidents
disease
epidemics
natural
disasters
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the accuser
Denial
Justification
Integration
Corrective
action
Full apology
Reputation Management
3 Foundations of
Reputation
1.
2.
3.
Image Restoration
1.
Denial
2.
Evade Responsibility
3.
Reduce Offensiveness
4.
Corrective Action
5.
Mortification
Economic performance
Social responsiveness
The ability to deliver
valuable outcomes to
stakeholders
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déjà vu --- All Over Again!
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