公共关系英文版.ppt

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Risk Communication
Suzanne Zola, writing on risk communication in
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
It depends: A System for Managing Conflict
The contingency theory of conflict management dictates that public relations professionals determine their stance towards stakeholders in a conflict situation.
The conflict management life cycle
Managing the life cycle
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
A New Way of Thinking: The Role of Public Relations in Managing Conflict
Chapter 2: Managing Competition
and Conflict
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Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Issues Management
W. Howard Chase and Barrie L. Jones’ process for issues management:
1. Issue identification 2. Issue analysis 3. Strategy options 4. An action plan 5. The evaluation of results
- Proactive phase - Strategic phase - Reactive phase - Recovery phase
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Conflict Management Lifecycle
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
It Depends: Two Basic Principles
Principles: 1. The contingency continuum: The stance is
attempt to communicate 2. Complexity
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risks to the public that
3. Familiarity
impact health, safety, and 4. Message consistency the environment
5. Consequences
p. 253
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Risk Communication
Definitions
5 Variables Affecting Risk Perception
Risk communication is an 1. Control
dynamic. 2. A matrix of factors drive the stance.
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Conflict Management Lifecycle
Four Phases:
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Issues Management
A proactive approach to: ✓Predict problems ✓Anticipate threats ✓Minimize surprises ✓Resolve issues ✓Prevent crises
Strategic
Management Competition Conflict
Conflict inherent in public relations process and strategies to manage the conflict
Wrangle in the market place of ideas
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Overview
A new way of thinking
The role of public relations in managing conflict
It depends: A system for managing conflict