1. Crisis Communication
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2. This lesson applies to courses and fields in crisis communication, management, converged media management, and something else.
Application

3. 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

4. Theoretical Application
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).
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). There are 14 different strategies to repair image including: denial of the act, shifting blame onto another, provocation by responding to acts of others, defeasibility by lack of information or ability, accident or mishap, good intentions by the organization, bolstering by stressing the good traits, minimization by acting like the offense was not serious, differentiation by showing their act is less defensive than others, transcendence by stressing more important values, attacking the accuser, compensation by reimbursing the victim, corrective action by planning to solve the problem, and mortification by apologizing.
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). Stakeholders decide whether or not the organization is responsible. There are 3 categories to evaluated reputational threat: Victim, where the organization is the victim, Accidental, when the actions of the organization were unintentional, and preventable, when the organization is fully responsible and knowingly put others at risk.
Theoretical Application

5. Case Studies 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…
Ideal Crisis Communication Strategies
Poor Crisis Communication Strategies
Internal Crisis Situations
External Crisis Situations
The Role of Converged Media
Case Studies

6. JCPenney’s Hitler Teapot
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

7. 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

8. 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

9. NFL’s Crisis Management of 2014
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

10. NFL Crisis Discussion Recall the Image Repair Theory of Benoit.
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

11. Harriton High School Webcams
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

12. Webcam Discussion Think back to Coombs’ SCCT.
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

13. KFC, a Little Girl, and a Little White Lie
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

14. 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

15. 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

16. The BP Oil Spill Discussion
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

17. 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

18. 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

19. “The View” vs. Nurses Discussion
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