100212 Chapter Notes - Chapter 10: Extortion

56 views9 pages

nellyxo20

6 Jun 2018

School

UWS

Department

University of Western Sydney

Course

100212

Professor

Kristen

For unlimited access to Textbook Notes, a Class+ subscription is required.

Week10IssuesandCrisisManagement

Thisweekstudentswillgainanunderstandingof:

● Howpublicrelationspractitionersrespondtoandmanageissues

● Howproactiveissuesmanagementcanavertacrisisforanorganisation

● Thedifferencebetweenacrisisandanissue

● Theroleofpublicrelationspractitionersduringcrisissituations

● Thetypesofcrisesorganisationscanexperience

● Howeachcrisisfollowsalifecycle

● Theimpactofnewmediaonissuesmanagementandcrisispublicrelationsactivities.

Thisweek’sessentialreadingsarechapter12



Issueslikeclimatechange,lossofhabitatandanimalspeciesthroughouttheworld,uprisings

againstgovernmentsinmanycountries,theglobalfinancialcrisis,childhoodobesity,natural

disasters,changingminingpractices,racialandreligiousprejudice,excessivealcoholconsumption,

andtheuseofchildlabourhaveinfluencedpublicpolicy



Asadvocacygroupsandkeypublicsaffectedbyissueparticipateissueintensifies



27%oforgcan’trecoverfromacrisis(farmer2005)

Nestlecrisisgreenpeaceaccusedthemofbuyingpalmoilforkitkatswhichwasfrom

supplierillegalclearingfromrainforests

Greenpeacelaunchedcampaignofkitkatlogokilled



mostcompellingaspectofthecampaignwasthegruesomevideoGreenpeacepostedon

YouTubethatinvolvedamaneatinganorangutanfingerthatappearedtocomeoutofaKit

Katwrapper(Breen2010).

Dunn2010nestlefbpageuserspostednegativecomments

Injust48hoursGreenpeace’svideohadover1.1millionviews(GreenpeaceInternational2010).



19percentreportarumourdirectlyfromamajoronlinesource(Middleberg&Ross2000),



Whynegativeinfothatappearsonwebisproblem:

1)ISINVISUALPRINTDEEMEDTRUE(Bordia&DiFonzo2004).

2)Second,ifthemainstreammediapickupthestory,theinformationthenhasanexpanded

audience(Neil2000).



Lecture1

Intro



Issuemanagement

Termcoinedin1976byW.HowardChase

Unlock document

This preview shows pages 1-3 of the document.
Unlock all 9 pages and 3 million more documents.

Already have an account? Log in

Proccessbywhichcorporationidentifiesandevaluategov+societalissuesthat

mayimpactsignificantlyonit

Issuesassignedprioritiesforappropriatecorporateresponse(Amity,citedinTymson

andlazar2002)



aligningactivitiesoforganisationwithexpectationsofpublics

issuesdon’talwayshavetoturnintocrisesornegativeeventsatall

Ahighlyskilledprproffessionalwillbecapableofturningissueintoposevents



Atorglevel,issuemanagementaboutmaintainingviabilityandreputationoforg

Advertisersmustconsiderwhetherinterventioninpublicdebatewillcreate

negativeimpression



Issuesandorganisations

Issuesoftencentrepolicydebatesandpublicopinion

theobjectistoidentifytheissueearly

solveproblemsbeforetheybecomecrisis

prproffessionalsneedstounderstandlifecycleofissues

detectandtacklecriticismearly

Notdetectedearlylobbyinggroups,assosicatons,envirogroups,lcoal

councilsm,academicinstitutions,business,ethicminoritygoalsmayinvolvein

publicopinionscampaignschangestogovpolicy,regulation,law



Issuesaremostpotentwhentakenbygroup

Failuretorespondtoissuemayaffectorganisation



Themaindifferencesbetweenissuesandcrisismanagementare:

issuesmanagementisaboutavoidingcrisises

issuescanbepositiveopportunities

issuesarisewhenthereisagapb/wcompanyproceduresandexpectationof

customer

Anexcellentexampleofthisistheenvironmentallobby.Inthe1980s,thecommunitywasnot

generallyconcernedaboutwhetherproductsweretestedonanimals,containedgeneticallymodified

ingredients,usedsustainablefarming,orweredolphinfriendly.Today,avastarrayofproductshave

keymessagessuchas‘dolphinsafetuna’,‘nottestedonanimals’,‘noGMproducts’,‘totallyorganic’,

‘nochildlabour’,and‘sustainablefarmingpracticesemployed’.



Lecture2

Issuesmanagement5STEPSIADIE

Unlock document

This preview shows pages 1-3 of the document.
Unlock all 9 pages and 3 million more documents.

Already have an account? Log in

1.identifyissuesandtrends

2.Analyseeachissuewithrespecttoitsimpactonpublics

3.displaythevariousstrategicoptionsavailable

4.implementanactionplan

5.evaluate



Accordingtoheath(20074keyfunctionsinissuemanagement)

anticipationandanalysisofissues

developmentoftheorganisationalpositionontheissues

identificationofthekeypublicsandthosewhosesupportisneededforthepublicpolicyissues

identificationofthedesiredbehavioursofthekeypublics.



Issuemanagement

Anotherwayofsayingmostimportantfunctionofpriscounsellingmanagementor

reputationmanagement



ChaseandBarrieJones(1979)developedanissuesmanagementprocessmodeltoassist

practitionerstopredicttheeffectofinternalandexternalenvironmentalchangesontheperformance

oftheoverallcorporatesystem.



EarthHourwasapublicrelationsactivitydesignedasaglobaleventtocreateawarenessthat,as

individualsworkingtogether,peoplecouldmakeapositiveimpactonclimatechange,

2008.In2011,130countriesandterritoriestookpartinEarthHour.



Organisationsengagedinsociallyresponsiblepracticetendtobemoresuccessfulatanticipating

potentialpublicissuesandrespondingtothembeforetheissuebecomespoliticised(Buchholz

1992).



1) IssueIdentificationwhetherissuewouldaffectorgabilitytomeetstrategic

goals



Issuescanarisebecausethereareperceivedconcernsinthemarketplaceaboutthecompany’s

goodsorservices,

thebehaviourofitsemployees

actionsofmanagement,

companypolicies,

eventhelocationofitsoperations.



2)Issuesscanningmonitorandscantraditionalandonlinemediaforcontents



3)Isusesmonitoring

Heath(1997)issueshouldbeinissuemanagementonlywhenfollows3criteria:

Unlock document

This preview shows pages 1-3 of the document.
Unlock all 9 pages and 3 million more documents.

Already have an account? Log in

100212 Chapter Notes - Chapter 10: Extortion

Get access

Related Documents

100212 Chapter 8: Week 8-PR - Google Docs

ATS2815 Study Guide - Siege Mentality, Improper Conduct, Content Analysis

MCOM 253 Study Guide - Final Guide: Risk Management, Crisis Management, Crisis Communication