Notes - Managing Competition and Conflict PDF

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Professor Heather Hether...

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Chapter 8: Managing Competition and Conflict -Public relations can be defined as the strategic management of competition and conflict -Strategic conflict management  

Conflict is inherent in public relations process PR professionals must develop communication strategies to manage the conflict

The Threat Appraisal Model -PR professionals monitor for threats, assess threats, arrive at a desirable stance for the org, and then begin communications efforts from that stance  

Situational demands Resources

-stance-driven approach in managing conflict 

External and internal variables  stance  strategy

Contingency Theory -Contingency factors 

A matrix of factors drive the stance

-The contingency continuum  

Stance is dynamic; changes as events do Ex. President Clinton

Conflict Management Life Cycle -Four systematic processes that overlap with the life cycle of conflict    

1. Issues management (proactive) 2. Strategic positioning and risk communication (strategic) 3. Crisis management (reactive) 4. Reputation management (Recovery)

-Proactive Phase 



To prevent a conflict from arising o Environmental scanning o Issues tracking o Issues management o Crisis planning (I) Issues management o Predict problems

o o o o

Anticipate threats Minimize surprises Resolve issues Prevent crises

-Strategic Phase 

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Emerging conflict is identified as needing action o Risk communication o Conflict positioning strategies o Crisis management plan (II) Strategic positioning and risk communication o Communication efforts to position the organization favorably regarding competition and conflict o An attempt to communicate risks to the public that impact health, safety, and the environment

-Reactive Phase 



Must react when conflict reaches a critical level of impact o Crisis communication o Conflict resolution techniques o Litigation public relations (III) Crisis Management o 86% of business crises were “smoldering crises” o Start out slow and builds o Coombs’ crisis communication strategies o Attack the accuser o Denial o Excuse o Justification o Ingratiation o Corrective action o Full apology

-Recovery Phase 



Strategies employed aftermath to bolster or repair reputation o Reputation management o Image restoration strategies (IV) Reputation Management & Image Restoration o Strategies include denial o Evading responsibility o Reducing offensiveness

o o

Corrective action mortification

What is a crisis? -a major event that has potentially negative results -may significantly damage an organization and its employees, products, services, financial condition, and reputation -represents a turning point for the organization -Problem or Crisis? -Problems: commonplace; predictable; quickly resolved; and may go unnoticed -Crises: less predictable; more time-consuming; costly; and bring unwanted public attention -Crises run the risk of     

escalating in intensity falling under close scrutiny interfering with operations jeopardizing image damaging the bottom line

-Crisis management 

How an organization manages its response to a crisis o Can’t control external environment

-Crisis response 

Response depends upon o Public and political environment o Culture and inner workings of the org o People and groups involved

-Four basic causes    

Act of god Mechanical problems Human error Management decisions, actions, inaction

-Crisis management goals  

1. Terminate the crisis quickly 2. Limit damage



3. Restore credibility...