CORPORATE MANAGEMENT WITH NEW MEDIA Crisis management and corporate reputation By, Morteza Javadinia Ryan Allag Lecturer: Vidhi Chaudhri, PhD
Jun 25, 2015
CORPORATE MANAGEMENT WITH NEW MEDIA
Crisis management and corporate reputation
By, Morteza Javadinia
Ryan Allag
Lecturer: Vidhi Chaudhri, PhD
Agenda
• Definitions
• Insight into Theory
• Crisis types and responses
• Case studies : BP, Pepsi, Dell , New Medias Vs.
Traditional Communicating
Crisis
“ The Perception of an unpredictable event that threatens important expectancies of stakeholders and can seriously impact an organization’s performance and generate negative outcomes” Coombs (2007)
Crisis Management
“… a set of factors designed to combat crisis and to lessen the actual damage inflicted; it seeks to prevent or lessen the negative outcomes of a crisis and thereby protect the organization, stakeholders and/or industry from damage. ” Coombs (2007)
Crisis Communication
“… a set of factors designed to combat crisis and to lessen the actual damage inflicted; it seeks to prevent or lessen the negative outcomes of a crisis and thereby protect the organization, stakeholders and/or industry from damage. ” Coombs (2007)
Secondary Crisis Communication
Secondary crisis communication will assess the recipients’ intentions to tell friends about the crisis, to share the received information with others and to leave comment.
Corporate Reputation
The stakeholders’ collective judgments of a corporation based on assessments of financial, social and environmental impacts attributed to the corporation over time.
Positive Reputation Include: Customer satisfaction Loyalty Trust Positive word of mouth
Insight into Theory
Attribution Theory: Based on Psychological Research Crisis is seen as a negative event Looking for responsibility
Situational Crisis Communication Theory (SCCT): Founded on attribution theory to understand factors shape crisis perception Why do we need theory :
Crisis are serious time and during this time it would be better for mangers to rely on evidence based ideas rather than just speculation
Focus on organizational legitimacy• Reputation and legitimacy are not synonyms
“suffering from an imperfect reputation is less dire than suffering
from an organizational legitimacy crisis because being less well
regarded by other organizations does not threaten the
organization’s continued existence”. (Deephouse and Carter,
2007)
• Different approaches of legitimacy (passive/static VS
“actional”)
Policies and communication activities are likely to alleviate the
social issues to which they were addressed and therefore
reinforce perceptions of legitimacy among publics.
Crisis Types and Responses
• Cluster by how much responsibility is attributed by
stakeholders
• Victim cluster = Low responsibility
• Accidental cluster = Minimum responsibility
• Preventable (earlier called: intentional) cluster =
High responsibility
• Crisis Response:
• To what extent organization perceived as
accepting responsibility
Crisis Types and Responses
• 5 response strategy :
• Denial
• Excuse
• Justification
• Corrective action
• Diversion or Appology
BP, Pepsi, Kryptonite, Dell , Dominos
Case studies
BP
• BP took responsibility for the spill
• BP mainly used traditional Media to lessen the crisis
• Commitment to environmental responsibility• Calling themselves as a leading developer of alternate
source of• energy• b. New logo design, yellow and green sunflower• c. New tagline: Beyond Petroleum• d. Affordable, secure and does not damage the
environment
Pepsi / Kryptonite
1993: Claims of syringes being found in cans of DietPepsi
Contingency plan• Release of videos showing the different
productionprocesses, showing how it was impossible thatsyringes could end up inside the Pepsi cans.• Alliance with FDA (Food & Drugs
Administration)
Domino’s pizza
• Context: “Contagion”
• Dilemma of the hoaxes (paradoxical communication)
• Domino’s pizza challenge (Strategic actions)
Questions:
Should companies always respond to hoaxes?
“ Satisfied customers tell 3 friends, angry customers tell 3000
friends”, how do you feel about this?
DELL
• Definitions: all around the Blogosphere
• Purpose of Corporate Blogs
• The Dell case
• Effects, must-do and limits of blogs
• QUESTIONS: Multi-authors blog or unique author blog?
Blogging the good stuff only or the bad stuff as well?
Corporate Blogs
Corporate Blogs
INTERNAL EXTERNAL
Organize culture
Share knowledge
Celebrate collaboration
Customer relationships
Sales and Marketing
Brand awareness
Thank you for your attention