organizational identity, image & issue management

crisis definition

"a specific, unexpected and non-routine organizationally based event or series of events which creates high levels of uncertainty and threat or perceived threat to an org's high priority goals"

epideictic rhetoric

"creates a context of shared values" stakeholders use to evaluate org's messages

what does "values advocacy" mean?

"the appeal to shared cultural values" values advocacy is linked to the ancient rhetorical practice of epideictic, a ceremonial rhetoric used to praise or blame

what are the four functions of issue management?

(1) anticipate/analyze issues (2) develop organizational position on issues (3) identify publics central to supporting issue (4) identify desired behavior of those publics

epideicitc definition

a ceremonial rhetoric used to praise or blame. designed to display rhetorical or oratorical skill

potential status

a group expresses interest, generates supporting arguments, and crafts justified response to the issue

what is the history of branding?

a wholly concocted creation that is devised solely to help sell and it has no life of it's own. it is distinct from org's identity. it is directed at consumers and org's identity is directed at many publics

what are the three types of crisis?

accidents, scandals, product safety and health incidents

apologia definition

an apology in defense of a belief or action

activist groups definition

are challengers to an org, pr practitioners in their own right, entities that seek to influence public policy or social norms

what may happen if there is a crisis?

boycotts, reduced share prices, loss of competitive edge, the creation of a negative legacy, resultant regulation. it emerges across time and damage to org's image affects it's bottom line in time

how does branding, image, and commodity/premium status affect each other?

brand image determines the difference between commodity and premium

types of brand: corporate

branding the org as a whole. the corporation may be leveraged as a brand to hold the org together. the corporation must coordinate its communication

why do brands work?

brands facilitate customer choice in a crowded marketplace. brands offer consistency. brands offer emotional anchors for individual identification

what are the seven goals of image advertising?

build public awareness & advance market position, redefine organization after major change, prepare a market for a product, influence financial audiences, establish org's position on key issues, help with crisis management, attract employees & build a positive culture

what is a corporate counter-strategy?

change a bad scenerio into a business opportunity

issue management key stakeholders

citizens, corporations, government

why do org's use values advocacy?

companies can sell their image, their product/service, or their stand on an issue. they can also sell values.

what is an accident crisis?

concrete victims and high levels of deniability

type of crisis: accients

concrete victims, high levels of deniability (ex: malaysian airlines, oakland warehouse fires

types of brands: consumer

consumer ads based on unique selling propositions, used if/then statements and targeted housewives

three goals of apologia

create a persuasive account, statement of regret, dissociation

why is crisis management essential?

customer care, social responsibility, public accountability

what is a scandal crisis?

diffuse victims and low levels of deniability

type of crisis: scandals

diffuse victims, low levels of deniability (ex: penn state, jared/subway, uber)

what are the six guidelines for a successful image campaign?

focus on perception not reality, have org's leaders set the direction, know who the org is, know who your audience is, be creative, be consistent

what is a premium today may be just a commodity tomorrow

for example: credit cards used to be exclusive status symbol, now everyone has one. service affects brand value. to keep premium status, org's must support brand

issue management definition

generating and nurturing issues until they result in public policy favorable to the organization. issue management is more strategic than policy management bc it allows orgs to influence policy

how can an organization prepare for possible activist action?

if the org knows how an activist organization forms

what are three factors influencing the rise of critical publics?

increased criticism from anti-corporate activists, increasing value placed on org image, consumer demands for sustainability, accountability, and transparency

what are the five categories of activist tactics?

informational, symbolic, organizing, legal, civil

current status

issue becomes public concern. wide media coverage; issue portrayed as polarized

dormant status

issue generally deemed resolved, but could be revived

issues

issues are created when group attaches significance to situations or perceived problems, and creates arguments for how they should be managed

what are the 5 creative guidelines for image ads?

keep your ads simple, yet not insultingly so, don't be self-congratulatory, link your company's products/services, think your ad through from your audience's perspective, grab your audience's attention

brand defintion

key to an org's success. potentially stronger than the org. an unassailable asset. something that transmutes products into affiliations

PR practitioners gain what as they interact with active publics?

legitimacy

what are the three theories on how activist groups form?

macro-level perspective, the publics perspective, the developmental perspective

what is crisis creep?

managers must be aware of potential crises

what is "outside-in" thinking?

managers must look at the org the way outsiders do

type of crisis: product safety and health incidents

moderately identifiable victims, moderate deniability (ex: samsung phones, toyota unintended acceleration)

activists may necessitate what in strong PR departments?

necessitate the development

why does image advertising require consistency and innovation?

no matter how well focused and creative, without consistency your entire investment may be wasted. a new look but the same principles is consistency and innovation

what are the two components of a credible image attack?

offensiveness (offensive act occurred) and responsibility (culpability attributed to an org)

what can org's sell in terms of advocacy?

org's can sell value

image advertising

organizational self projection. communication of an organization's personality, philosophy, and character. based on how audiences perceive an organization. balances consistency and innovation

imminent status

other groups affirm import of issue. keys here: endorsement, legitimation, links among supporters

what are the four ethical pitfalls and solutions of values advocacy?

painting a misleading image, diverting attention from serious issues, garnering support of questionable policies, submerging the act of persuasion (i.e., manipulation)

critical status

people identify with issue in one way or another. issue becomes ripe for action or decision

5 stages in the issue life cycle

potential status, imminent status, current status, critical status, dormant status

what are three reasons managers may ignore risks?

preoccupation with short-term, belief that the org/product is safe, belief that preventative measures are a luxary

commodities vs. premiums: commondities

product whose source is undifferentiated by consumers, so purchase is determined by lowest price. products are so homogenized, your selection is based on price (ex: gasoline)

advocacy definition

public support for OR a recommendation of a particular cause or policy

what are some corporate counter-strategy examples?

rebranding corp. as pro-social, co-opting critics (greenwash), forming front groups which appear to be citizen groups, lobbying, suing critics for libel, spying on, censoring, monitoring

types of brands: retail

retailers purchase goods from manufacturers/wholesalers and sell them to consumers. retailers are closer to the customer, so have greater capacity to brand. to succeed in branding, retailers augment focus on price and convenience with a focus on price and convenience with a focus on customers emotional experience

what are the 7 qualities of a successful image campaign?

simplicity, uniqueness, appropriateness, relevance, foresight, continuity, credibility

why is perception more important than reality in the case of an image threat?

since image crises are perception-driven, org's must respond to stakeholders' perception, not just the facts

types of brands: product

the advent of IT and the emphasis on outsourcing has led to an equalization of product quality. this makes branding key to differentiating products. companies now must "design in difference to give their brand credibility and individuality"

commodities vs premiums: premiums

the difference between the lowest affordable selling point and what a supplier can get for it. products you'd pay more for, just to get a particular kind (ex: starbucks)

how do you grade image threats?

the greater the perceived offense, and the greater the perceived responsibility, the greater the threat to an org's image

what is the relationship between activist publics and PR practitioners?

the relationship in tense

issue management goal

to determine an issue's status for each stakeholder and persuade stakeholders to share the org's view of the issue

how do you manage a premium?

to get a premium, must: be recognizable/known, be affiliated with a particular (positive) characteristic. once you have a premium you have insulation against possible errors due to higher profit margin. you are more likely to get another premium bc success multiplies

what are the two main goals of an activist group?

to survive and to create change

true or false: PR practitioners must respond to issues raised by activist groups

true

crisis markers

unexpected, the uncertain, the ambiguous, and the threatening