J 350 Lecture Notes, Week 6
J 350 Lecture Notes, Week 6 J 350
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This 4 page Class Notes was uploaded by Kaitlyn Endo on Monday August 24, 2015. The Class Notes belongs to J 350 at University of Oregon taught by Chandler C in Spring 2015. Since its upload, it has received 30 views. For similar materials see Princ Public Relations in Social Science at University of Oregon.
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Date Created: 08/24/15
J350 Lectures Notes Week 6 News Releases Non ction Storytelling The Five Ws H 0 Who what when why where and how News Values Localproximity Timeliness Urgency Prominence people or an org Cultural proximity Human interest UnexpectedOdd Consequence Con ictcontroversy Big Questions 0 What is difference between competition and con ict 0 What is the role of public relations in managing competition and con ict 0 What approaches can public relations professionals take to manage con ict and avoid a crisis Commonly Used De nition 0 Public relations is a communication function of management through which organizations adapt to alter or maintain their environment for the purpose of achieving organization goals Book De nition 0 Public relations is the strategic management of competition and con ict for the bene t of one s own organization and when possible for the mutual bene t of the organization and its various stakeholders or pubics Creating Value with public relations 0 One goal of public relations to buid mutually bene cial relationships between organizations and their key pubics or stakeholders 0 Another goal to successfully engage in honest con ict with stakeholders who have a different view of what is best for society and to effectively manage crisis situations Competition vs Con ict 0 Competition is striving for the same object position resources prize as others Businesses compete for sales market share contracts employees and eventually pro ts Nonpro ts compete for donations grants clients volunteers political in uence 0 00000000 0 Con ict usually involves confrontations between organizations and various stakeholders The focus is on the opposition Communication and action aimed directly at the other group 0 The Role of Con ict Con ict is any situation in which two or more individuals groups organizations or communities perceive a divergence of interests based on goals values and desires In public arena con ict does not necessarily result in negative outcome but often creates a constructive process that leads to consensus or a constructive compromise Whether or not to build the Keystone pipline Whether or not to suspend growth of fraternities and sororities at UO Whether stricter requirements for vaccinations in school age children are needed When con ict arises public relations professionals have the challenging role of trying to minimize or resolve the situation Mass media play a role in the unfolding of a con ict by interpreting the issue delivering the position of the opposition and often suggesting a path to resolution 0 Strategic con ict management The primary focus of public relations professionals is to manage communication in interest of organizations for pro t and nonpro t to enhance a competitive position and handle con ict successfully if the goals of these organizations are worthy and ethical o The Threat Appraisal Model 0 Monitor the external communication environment 0 Identify the threats to the organizationdemands the threat makes on the organization 0 Determining a stance for the organization Knowledge Time Finances Management commitment to addressing the threat o It depends Determine the stance the organization will take toward each public or stakeholder involved in the con ict situation Stance determines strategy what will be done and why The stancedriven approach is based on informational approach to managing con ict and competition quotit dependsquot Contingency theory 0 Two principles of Contingency Theory Many factors determine the stance or position of an organization when it comes to dealing with con ict and perceived threats The public relations stance for dealing with a particular audience or public can change as events unfold o The public relations approach is contingent on the many factors that professionals must take into account when assessing a threat The ve external variables External threats Industryspeci c environment General political social environment External public characteristics 0 The issue under consideration The six internal variables Generalcorporateorganizational characteristics 0 Characteristics of the public relations department 0 Top management characteristics 0 Internal threats 0 Personality characteristics of internal involved persons 0 Relationship characteristics 0 Crisis Management 0 The process by which an organization deals with a major unpredictable event that threatens to harm the organization its stakeholders or general public 0 What is a crisis The elements are common to most de nitions of crisis 0 Threat to the organization 0 The element of surprise and o A short decision time o A crisis is a major occurrence with a potentially negative outcome affecting the organization company or industry as well as its publics products services or good name Often management tends to minimize or deny a crisis 0 There is a crisis only if the organization s stakeholders community leaders perceive the situation to be a crisis 0 Type of Crises Natural disasters Technical breakdowns Challenges Organizational misdeeds Rumors Human breakdowns Workplace violence 0 List of crisis communication strategies that an organization may use Coombs Attack the accuser Denial Excuse Justi cation lngratiation Corrective action Full apology Reputation Management 0 Reputation is de ned as the collective representation of an organization s past performance that describes the firm s ability to deliver valued outcomes to multiple stakeholders 0 Three foundations of reputation Economic performance Social responsiveness Ability to deliver valuable outcomes to stakeholders 0 Advice from Warren Buffett CEO of Berkshire Hathaway quotGet it right get it fast get it out and get it overquot 0
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