11thed Wilcox PPT Chapter10

Public Relations:
Strategies and Tactics

11th Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 10
Conflict Management: Dealing

with Issues, Risks, and Crises
Chapter 10 Objectives
 Understand the role of public relations in managing
conflict
 Describe the two basic principles of strategic conflict
management
 Identify the four phases of the conflict management life
cycle
 Understand the issues management process as a key
public relations contribution
 Explain the relationship between the conflict stance and
the communication strategy
 Identify important steps to deal with a crisis as it occurs
 Define reputation and the role public relations plays in
image repair
Strategic Conflict Management
 Strategic
 for the purpose of achieving
particular objectives
 Management
 planned, deliberate action
 Competition
 striving for the same object,
position, or prize as others
 Conflict
 sharp disagreements or opposition
resulting in a direct, overt threat of
attack from another entity
Competition and Conflict
Importance of Professionalism
 PR practitioners must have a sense that…

 Your organization’s behavior is honorable and
defensible
 Your organization is ethical
 Your organization’s mission is worthy
 Your advocacy of the organization has integrity
 Your organization works at creating mutual benefits
whenever possible
The Role of Public Relations in
Managing Conflict
 Occurs when a business or industry contends

with government regulators or activist groups
that seem determined to curtail operations
through excessive safety or environmental
standards
 Both the regulatory body and the activists
engage in their own public relations efforts to
make their case against the company
The Role of Conflict in Public
Relations
 Typically organizations wish to reduce conflict
 Best to deal with conflicts in early stages
 More efficient
 Less damage to organization
 Ethical thing to do
 Most conflict situations are not clear-cut in
terms of an ideal solution
 Public relations professionals have to make
tough calls and advocate strictly on behalf of
their organization
It Depends—A System for
Managing Conflict
 Must determine the stance the organization will

take toward each public or stakeholder involved
in the conflict situation
 Stance then determines strategy
 The stance-driven approach is based on virtually
all practitioners sharing an unstated, informal
approach to managing conflict and competition:
in other words, “it depends”
Threat Appraisal Model
It Depends: Two Basic Principles
 A matrix of contingency factors

 The contingency continuum
The Conflict Management Life
Cycle
 Shows the “big picture” of how to manage a

conflict
Processes for Managing
the Life Cycle
 Issues management
 Conflict Positioning
and Risk
Communication
 Crisis management
 Reputation
Management
Issues Management
 Proactive and  5 step process

systematic approach  Issue identification
to…  Issue analysis
 Predict problems  Strategy options
 Anticipate threats  Action plan
 Minimize surprises  Evaluation
 Resolve issues
 Prevent crises
Conflict Positioning and Risk
Communication
 Conflict positioning = any verbal or written

exchange that tries to communicate information
that positions the organization favorably
regarding competition or conflict
 Risk communication minimizes adverse effects
on public and organization
 Variables affecting risk perceptions
 Too numerous to count
 See short list on p. 264
Crisis Management
 What is a crisis?  Strategies for

 Major occurrence with responding to crises
potentially negative  Attack the accuser
outcome for organization
 Denial
 A lack of crisis planning  Excuse
 Among Fortune 500
 Justification
companies
 89% of CEOs view crises as  Ingratiation
inevitable  Corrective action
 50% have no crisis
management plan  Full apology
How to Communicate in a Crisis
Reputation Management
 Reputation is the track record of an organization

in the public’s mind
 The three foundations of reputation
 Economic performance
 Social responsiveness
 The ability to deliver valuable outcomes to
stakeholders
Reputation Management, cont.
 Many forces affect corporate reputations
Reputation Management, cont.
 Image restoration strategies

 Denial
 Evade responsibility
 Reduce offensiveness
 Corrective action
 Mortification
 Déjà vu—all over again

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Public Relations:

Strategies and Tactics

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

Conflict Management: Dealing

 PR practitioners must have a sense that…

 Occurs when a business or industry contends

 Must determine the stance the organization will

 A matrix of contingency factors

 Shows the “big picture” of how to manage a

 Proactive and  5 step process

 Conflict positioning = any verbal or written

 What is a crisis?  Strategies for

 Reputation is the track record of an organization

 Many forces affect corporate reputations

 Image restoration strategies

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