Strategic Communication 101: Crisis Communication - Case Studies Tylenol recall BP oil spill United Airlines passenger removal

What This Is

Case studies in strategic communication involve analyzing real-world scenarios to understand how organizations respond to crises, reputational threats, or opportunities. Effective case study analysis helps organizations develop crisis communication plans, manage reputations, and build relationships with stakeholders. A notable example is Johnson & Johnson's response to the Tylenol tampering crisis in 1982, which set the gold standard for crisis communication by promptly recalling products, cooperating with authorities, and implementing tamper-evident packaging.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies for repairing an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the available evidence. Strategic implication: Organizations should choose the most effective strategy to repair their image and maintain stakeholder trust.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). Strategic implication: Organizations should plan integrated campaigns that leverage all four categories to maximize reach and impact.
• Situation Crisis Communication Theory (Coombs): This theory proposes that organizations should respond to crises by acknowledging the situation, expressing empathy, and offering a solution. Strategic implication: Organizations should prioritize transparency, empathy, and solution-oriented communication to build trust and credibility.
• Crisis Communication Model (Fearn-Banks): This model outlines the steps involved in crisis communication: preparation, prevention, response, and recovery. Strategic implication: Organizations should prioritize preparation and prevention to minimize the impact of crises.
• Reputation Risk Management (RRM) Framework: This framework proposes that organizations should identify, assess, and mitigate reputation risks to maintain stakeholder trust. Strategic implication: Organizations should prioritize reputation risk management to prevent crises and maintain a positive reputation.
• Social Identity Theory (Tajfel & Turner): This theory proposes that individuals derive their sense of identity from group membership. Strategic implication: Organizations should understand how social identity theory applies to their stakeholders and tailor their communication strategies accordingly.
• Diffusion of Innovations Theory (Rogers): This theory proposes that innovations spread through social networks. Strategic implication: Organizations should understand how to leverage social networks to promote their message and build support.
• Public Relations Excellence Model (PRSA): This model outlines the key elements of excellent public relations practice, including research, planning, implementation, evaluation, and ethics. Strategic implication: Organizations should prioritize excellent public relations practice to build trust and credibility with stakeholders.

Step-by-Step Application

1. Conduct a crisis communication audit: Identify potential crisis scenarios, assess the organization's preparedness, and develop a crisis communication plan.
2. Develop a crisis communication plan: Outline the steps involved in responding to a crisis, including preparation, prevention, response, and recovery.
3. Create a social media content calendar: Plan and schedule social media content to maintain a positive reputation and build relationships with stakeholders.
4. Measure campaign ROI: Evaluate the effectiveness of crisis communication efforts and adjust the strategy accordingly.
5. Develop a reputation risk management plan: Identify, assess, and mitigate reputation risks to maintain stakeholder trust.
6. Conduct a post-crisis evaluation: Assess the effectiveness of the crisis communication response and identify areas for improvement.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent and honest communication. A notable example is the crisis communication response by BP following the 2010 Deepwater Horizon oil spill, which prioritized transparency and accountability.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of size or industry. A notable example is the crisis communication response by United Airlines following the forced removal of a passenger in 2017, which highlighted the importance of preparedness and crisis communication planning.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a vital component of marketing and public relations strategies. A notable example is the successful advertising campaign by Dove, which promoted body positivity and self-acceptance.

Exam / Accreditation Tips

• Typical case-study prompts: Analyze a real-world crisis communication scenario and develop a crisis communication plan.
• Tricky distinctions: Understand the difference between outputs, outcomes, and outtakes in crisis communication evaluation.
• Demonstrate strategic thinking: Prioritize transparency, empathy, and solution-oriented communication in crisis communication responses.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the situation and express empathy. 2. Offer a solution, such as apologizing and taking steps to prevent similar incidents. 3. Provide a clear explanation of the actions being taken to address the issue.

Rationale: This response prioritizes transparency, empathy, and solution-oriented communication to build trust and credibility with stakeholders.

Last-Minute Cram Sheet

• Image Repair Theory (Benoit): Denial, evasion, reducing offensiveness, corrective action, mortification
• PESO Model: Paid, Earned, Shared, Owned media categories
• Situation Crisis Communication Theory (Coombs): Acknowledge, express empathy, offer a solution
• Crisis Communication Model (Fearn-Banks): Preparation, prevention, response, recovery
• Reputation Risk Management (RRM) Framework: Identify, assess, mitigate reputation risks
• Social Identity Theory (Tajfel & Turner): Individuals derive identity from group membership
• Diffusion of Innovations Theory (Rogers): Innovations spread through social networks
• Public Relations Excellence Model (PRSA): Research, planning, implementation, evaluation, ethics
• APR Code of Ethics: Public relations professionals should prioritize transparency, honesty, and accountability
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."