Chapter 2: Managing Competition and Conflict This multimedia product and its contents are protected under copyright law: •any public performance or display, including transmission of any image over network; •preparation of any derivative work including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 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. 2. The contingency continuum: The stance is dynamic. 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 Anticipate Minimize threats surprises Resolve issues Prevent crises Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 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 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Crisis Management Examples of a Crisis terrorist attacks How Various Organizations Respond to Crises Attack accidents disease epidemics natural disasters Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 déjà vu --- All Over Again! Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008