APRD 3300: Crisis Comm Midterm

What creates success in a crisis?

- It takes more than a plan; great plans won't work if it is viewed as "it's not the way we do things here -Overall communication culture within an organization -Level of autonomy, power or responsibility of the PR department within an organization can prevent or enhance crisis efforts - Connect the dots: Comms leader at Texas A&M example

Exxopn Valdez oil spill- how it was handled

- Succesful intiavties were made to help restore the towns toursim factor -Now any company that brings oil through Alaska has to have a crisis communications plan -Clean up efforts were made right away, although they weren't strong enough

What are the objectives of the HD campaign

-Business -Awareness -Behavior

What Campaign tactics did HD use to bring the campaign to life

-Donation towards research groups -Made a temporary flavor for ice cream "vanilla honey bee" this was special because they dedicated a percentage of sales to the cause itself (flavor launch) -Created a bee board which was important bc it facilitated authentic conversations ... HD was able to engage these bee board consumers as spokespeople as well (bee board) -Launched it as a relevant event, giving influencers and experts a sneak peak into the event -Cap hill ice cream social

According to the Fearn-Banks reading, one communication expert believes that Johnson & Johnson successfully coped with the crisis for the following reasons

-Hired a media relations firm to manage media correspondence -Recalled the product -Asked for the publics trust back

The Exxon Valdez oil spill

-In-experienced co-captain crashed the Valdez oil tanker under the direction of a drunk captain into stunning Alaskan waters, Causing the worst oil spill in US history -Did not accept full responsibility and they were not transparent enough to the public for the damage they caused ... the CEO didn't speak bc he didn't have enough technical knowledge... -There was no passionate apology made to locals lives whom this spill messed up and showed no empathy over the impact of the disaster

Did HD create a cause-related marketing campaign or an issues management campaign?

-This was a cause-related marketing campaign because this could affect their company for years to come... -cause-related due to their reasoning and goals they had to the campaign... a consumer engagement campaign arose from this.

J&J Tylenol laced with cyanide "A trusted pill turned deadly... how Tylenol made a comeback"

-This was a huge scandal and they decided they needed to conduct a nationwide recall.... And Tylenol commercials were off the air -Tylenol didn't worry about the money they lost it was non-negotiable that they needed to fix this ASAP -When dealing with crisis many companies seem to miss an important lesson... which is that they need to come clean with the public right away -Crisis always threaten trust... you say your sorry then where are you going from here

What type of communications campaign was "Haagen-Dazs for Honey Bees?"

Cause Related Marketing

The following crisis response statement represents which Apologia Theory strategy? "We are so sorry about the event that took place on campus tonight. We will do everything possible to make sure an incident like this does not happen again in the future."

Conciliation

Following the Exxon Valdez crisis, all oil companies operating in Alaskan waters must have ____________________ approved by the state.

Crisis Plans

In _____________________ theory, outcomes may be certain or vague, and the communicator's role is to counsel management to make the most effective decision.

Decision

Coombs differentiates between two types of crisis. One type is an organizational crisis. What is the second? (Type the correct answer)

Disaster

The Honey Bee campaign incorporated several tactics. Which tactic below is NOT one of them?

Elementary school outreach ( not a tactic) ^^^ wouldn't have made sense if their target audience was ppl 35+ who had kids Flavor launch, Industry launch, Research group donations (all were tactics)4

St. John states that an issue is a "gap between corporate practice and stakeholder ____________."

Expectations

A crisis is defined as a major occurrence that always results in negative outcomes affecting an organization, company, or industry. (true or false)

False

Crisis communications is the process of strategic planning an organization undertakes for a crisis or negative turning point. (true or false)

False

The Haagen-Dazs brand had one objective for the bee campaign: save the bees.(t/f)

False

When communication's professionals apply Apologia Theory to a crisis situation, an organization always apologizes for the action that caused the crisis event. (T/F)

False

When contemplating when an organization should apologize, it's best to take time to make sure you take time to understand the entire picture of what happened. (T/F)

False

When issues management leaders identify issues, listening to employees is not one of the recommended examples for scanning the environment. (t or f)

False

Haagen-Dazs was the first brand to address the honey bee crisis. (t/f)

False (The first brand was burts bee's)

The Jones and Chase Issues Management Model involves five steps. Which step below is not part of the model?

Financial risk assessment

Ebola in Liberia, Africa

Firestone Natural Rubber Company, worlds largest tire maker for Bridgestone Americas "Company town" - $100 million investment in roads, transportation, schools and medical facilities 80,000 people in community at risk for Ebola Organized mass education program. Teachers did door-to-door communication Used news media to inform public - local radio station Leveraged experience with PR agency MSL

Why was J&J succesful

Here's why they were successful... 1.) They were open to answering media, 2.) Recalled the product and didn't care about the cost, 3.) Asked for America's trust again. Pretty amazing that they gained 100% market share

US Airways crisis overview

Jan. 15, 2009: Emergency landing in the Hudson River • Comms lead notified by a call from Reuters, which is how they thought they would first hear of a crisis - from the media

Was haagen-dazs the first issue to use the bee issue in a PR campaign

No it was burt's bees who funded research to the honey bee health improvement project, they spoke to congress and dedicated 5% of their profits, then gave away over 100,000 wildflower seeds, they also did a 60 second public service announcement in theaters before the bee movie aired.

Hurricane Katrina

On week 7 ppt

Maple Leaf Foods and the Battle against Listeria

On week 7 ppt

In the detection phase of a crisis, an organization may have a warning sign about a crisis. What term do we use for these "warning signs?"

Prodrome

The following crisis response statement represents which Apologia Theory strategy? "The incident at our Pearl Street store last night was not intended. In fact, we have never experienced a situation like this since the store has been open. However, we have changed our store closing procedures as a result and the store manager has been suspended."

Redefinition

According to the reading from this week, _____________________ and _________________ are functions that help to avoid crises events and can lessen the negative impact of crises.

Reputation and issues management

The __________________ function tries to reduce internal liabilities faced by an organization.

Risk Mangment

What discipline aids in fostering two-way symmetric model communication?

Social Media

In class, we reviewed several potential outcomes of a strong reputation. What outcome below is not one of them?

Social media engagement ***The correct answers would be better Media Coverage and Sales and Market share growth

In _______________________ theory, organizations focus on identifying the varied audience segments that have a stake in the organization.

Stakeholder

How did Haagen-Dazs become aware of the colony collapse disorder

Their ad agency noticed blog articles about ccd... key point is they were doing monitoring

Corporate social responsibility is one potential way for organizations to manage its reputation with stakeholders.( t or f)

True

Domino's mini-case study

Two domino's workers were fired for a prank ( not sure what this prank was) -in class we used this mini-case study to discuss what we would have done differently or what prodromes we could have implemented

Excellence theory stems from four communication models. Public relations experts consider one of the four models as the "most excellent." What is the name of that model?

Two-way Symmetric

Johnson & Johnson had one overriding priority when the Tylenol crisis hit. What was it?

Warn the public

In ___________________________ theory, there are two types of information stakeholders affected by the crisis need to know. One of them is "instructing information," specifically how do people in the crisis protect themselves.

situational crisis communication

How did US Airways respond to the emergency landing

•Activated emergency response plan • Within 30 minutes, put up customer and media website • First news release issued in 45 minutes • CEO press briefing within 90 minutes • All relevant US Airways teams activated • Put passengers' needs first • Multiple letters to passengers, check for $5K, flight reimbursed

Who was the target audience for the HD honey bee campaign

Adults ranging from 35-54, who have children, highly educated, had active lives , lived in affluence

Fearn-Banks outlines five crisis stages. List the five stages in order.

1.)Detection 2.) Prevention/preparation 3.)Containment 4.)Recovery 5.)Learning

Who should apologize when the crisis event involves deaths?

A Person at top of the organization