Transcript Crisis Presentation - Converged Media Management

Crisis Communication
convergedmediamanagement.com
• This lesson applies to courses and fields in crisis
communication, management, converged media
management, and something else.
Application
• Crisis Communication is the management of expected or
unexpected threats results from an event or action by an
organization, its publics, or a third party.
• The main theories used in Crisis Communication are…
• Situational Crisis Communication Theory (SCCT) of Coombs
• Image Restoration Theory of Benoit
Definition
• Image Repair Theory: Image Repair emphasizes
repairing the threat to the image of whoever is being
accused. This theory focuses on how an organization
responds to accusations, and how an effective response is
needed to repair the organizations image (Benoit, 1997).
• Situational Crisis Communication Theory: This theory
evaluates the reputational threat posed by the crisis
situation and then recommends crisis response strategies
based upon the reputational threat level (Coombs, 2003).
Theoretical Application
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JCPenney’s Hitler Teapot
NFL’s Crisis Management of 2014
Harriton High School’s WebCam Use
KFC, a Little Girl, and a Little White Lie
Deepwater Horizon: The BP Oil Spill
“The View” Controversial Nursing Comments
• By incorporating these case studies, we will be able to identify…
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Ideal Crisis Communication Strategies
Poor Crisis Communication Strategies
Internal Crisis Situations
External Crisis Situations
The Role of Converged Media
Case Studies
Case Study 1
• On reddit.com in 2013, a popular internet forum,
JCPenney’s harmless billboard advertisement of a teapot
took a turn for the worst.
• The teapot, when examined closely, seemed to make the
shape of Hitler’s face, particularly his mustache.
• Even Conan O’Brien addressed the issue on his talk show
• To prevent this from turning into a major crisis, JCPenney
managed the situation.
JCPenney’s Hitler Teapot
Case Study 1
• JCPenney decided to respond to the criticism of the
teapot.
• The company said that it was not the intention of the
company to create the teapot with such an image.
• They also used humor and misdirection to highlight the
ridiculousness of the situation.
• These strategies ultimately led to JCPenney avoiding a crisis.
JCPenney’s Hitler Teapot
Case Study 1
• Recall the three (3) clusters and three (3) strategies
outlined by Coombs’ SCCT.
• How can this theory be applied to JCPenney?
• Was JCPenney’s approach effective according to SCCT?
• How does converged media play a role in this case?
JCPenney Discussion
Case Study 2
• In early 2014, Ray Rice was caught on video physically
dragging his wife, Janay Palmer, out of an elevator.
• Despite the proof, his wife dropped all charges and Rice was
never legally reprimanded.
• It took the NFL five (5) months to issue some sort of punishment
for Rice’s behavior
• This consisted of a two game suspension and a $58,000 dollar fine.
• Seven (7) months after the initial video was released, TMZ
released the full video which showed Rice physically abusing
Palmer. It was revealed that the NFL had access to this video.
• Despite various attempts at using denial, Commissioner Goodell
and the NFL were continually scrutinized for mishandling the
case.
NFL’s Crisis Management of 2014
Case Study 2
• Recall the Image Repair Theory of Benoit.
• How did the NFL attempt to handle the Ray Rice incident?
• What was either effective or non-effective about their
management strategies?
• How could converged media have played a role in this
case to aid in the crisis communication management?
NFL Crisis Discussion
Case Study 3
• In April 2010, a student and his family filed a civil rights
lawsuit against Harriton High School.
• High school provided laptops were reported stolen, and the
administration hacked into the webcams in order to identify where
the stolen goods were.
• However, the webcams caught the aforementioned student
holding what looked like pills, but later turned out to be candy.
• The faculty had already begun spreading drug dealing rumors by
the time this was discovered.
• The high school paid of $600,000 in a settlement, but said that
administrators and the like were unjustly framed and treated
during the investigation.
Harriton High School Webcams
Case Study 3
• Think back to Coombs’ SCCT.
• What strategies did the high school utilize?
• How were these strategies either effective or non-effective?
• How might have converged media management aided in
the high school’s management of the crisis?
Webcam Discussion
Case Study 4
• In 2014, KFC was involved in a crisis that involved a
three year old girl’s grandmother claiming that employees
made the little girl leave due to facial disfiguration
resulting from a pit bull attack.
• The family took to social media to spread awareness of the
event.
• KFC responded by immediately launching two
investigations and donating $30,000 to the family for
medical expenses regardless of the cost.
• It resulted that the incident never took place. However,
KFC still donated the money.
KFC, a Little Girl, and a Little White Lie
Case Study 4
• Recall both Benoits Image Repair Theory and Coombs’
SCCT.
• What strategies were either effective or non-effective in
regards to image repair?
• What strategies were either effective or non-effective in
regards to SCCT?
• How did converged media management play a critical
role in this case?
KFC Discussion
Case Study 5
• In April 2010, an oil well belonging to BP burst its cement seal
spewing toxicity into the Gulf of Mexico for 87 days.
• The VP of Communications said that there would be immediate
environmental impacts, but denied long term effects.
• BP spent $14 million dollars in clean up. However, they initially
downplayed the situation.
• They attempted to deflect blame, fudge numbers, and criticize
media instead of take full responsibility.
• Once BP decided to take the blame, they created an effective
campaign featuring photos, videos, and maps to accurately portray
clean up and effects.
• BP also took to Twitter to counteract false rumors about the
company.
The BP Oil Spill
Case Study 5
• Recall Benoit’s Image Repair Theory.
• What did BP do that was ineffective?
• What did BP do that was effective?
• What can we learn from BP’s management strategies?
• How did the BP oil spill’s use of converged media
management aid in their crisis communication
management efforts?
The BP Oil Spill Discussion
Case Study 6
• In 2015, “The View” hosts Michelle Collins and Joy Behar
made controversial statements in regards to Miss Colorado,
Kelley Johnson, and her Miss America talent performance of a
monologue about nursing.
• Collins stated that her talent was not a real talent.
• Behar asked why Johnson was wearing a doctor’s stethoscope.
• Nurses and the medical community struck back on social media.
• Hashtags that emerged included the following:
• #BoycottTheView
• #NursesShareYourStethoscopse
• #NursesUnite
“The View” vs. Nurses
Case Study 6
• “The View” hosts issued an apology on the next show.
• Collins said they were just talking about the talent, and that they
love, adore, and care about nurses.
• Behar said she thought Johnson was in costume and was just not
paying attention.
• Whoopi Goldberg said that the intention was a joke not meant to
harm.
• Responses remained hostile toward the hosts as the apologies
seemed insincere and demeaning to the audience members.
• Many companies, such as Johnson & Johnson, Eggland’s Best,
Party City, Snuggle, and McCormick all pulled advertising.
“The View” vs. Nurses
Case Study 6
• Recall Benoit’s Image Repair Theory.
• Why weren’t the hosts’ comments received well according
to the theory?
• What would have been a more effective strategy?
• How did converged media play a role in this crisis case
study?
“The View” vs. Nurses Discussion