Strategic Communication 101: Ethics and Law in Strategic Communication Astroturfing and Transparency Fake grassroots campaigns

What This Is

Astroturfing refers to the practice of creating a fake grassroots campaign to promote a product, service, or ideology. This can be done through various means, including social media, online advertising, and influencer partnerships. Astroturfing can be damaging to an organization's reputation and relationships, as it can be perceived as insincere or manipulative. A notable example of effective crisis communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982, where the company immediately recalled all Tylenol products, cooperated with authorities, and implemented new safety measures, ultimately restoring public trust.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies for repairing an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the available evidence.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). A strategic communication plan should integrate campaigns across all four categories.
• Social Identity Theory: This theory explains how people derive a sense of identity and belonging from group membership. Astroturfing campaigns often exploit this by creating fake online communities or using social influencers to promote a product or ideology.
• Diffusion of Innovations Theory: This theory explains how new ideas or products spread through a population. Astroturfing campaigns often use social media to create the illusion of widespread support for a product or ideology.
• Crisis Communication Model: This model proposes a four-step process for managing a crisis: preparation, response, recovery, and restoration. Astroturfing campaigns can be seen as a form of crisis communication, but one that is often unethical and manipulative.
• Public Relations Excellence Model: This model proposes a framework for evaluating the effectiveness of public relations campaigns. Astroturfing campaigns often fail to meet the standards of this model, as they are often seen as insincere or manipulative.

Step-by-Step Application

1. Identify the crisis: Determine the nature and scope of the crisis, including the severity of the issue and the available evidence.
2. Choose an image repair strategy: Select the most appropriate image repair strategy from the five proposed by Image Repair Theory, based on the severity of the crisis and the available evidence.
3. Develop a crisis communication plan: Create a plan that includes a clear message, a defined audience, and a range of communication channels.
4. Implement the plan: Execute the plan, including any necessary corrective actions, apologies, or other image repair strategies.
5. Monitor and evaluate: Continuously monitor the situation and evaluate the effectiveness of the crisis communication plan.

Common Misconceptions

• Misconception: "Astroturfing is just a form of advertising."
• Correction: Astroturfing is a form of public relations that seeks to create a fake grassroots campaign, often using social media and online advertising to create the illusion of widespread support for a product or ideology.
• Misconception: "Astroturfing is always effective."
• Correction: Astroturfing campaigns can be seen as insincere or manipulative, and can ultimately damage an organization's reputation and relationships.
• Misconception: "Astroturfing is a new phenomenon."
• Correction: Astroturfing has been around for decades, and has been used in various forms, including the infamous "Swift Boat Veterans for Truth" campaign during the 2004 US presidential election.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a crisis communication plan that includes image repair strategies and a range of communication channels.
• Tricky distinctions: Be able to distinguish between different types of communication, including symmetric, asymmetric, and two-way communication.
• Strategic thinking: Demonstrate the ability to think strategically and develop a comprehensive crisis communication plan that meets the needs of the organization and its stakeholders.

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. Identify the crisis and assess the severity of the issue. 2. Choose an image repair strategy from the five proposed by Image Repair Theory, based on the severity of the issue and the available evidence. 3. Develop a crisis communication plan that includes a clear message, a defined audience, and a range of communication channels.

Rationale: This response demonstrates an understanding of the Image Repair Theory and the importance of developing a comprehensive crisis communication plan.

Last-Minute Cram Sheet

• Image Repair Theory: Five strategies for repairing an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Social Identity Theory: People derive a sense of identity and belonging from group membership.
• Diffusion of Innovations Theory: New ideas or products spread through a population.
• Crisis Communication Model: Four-step process for managing a crisis: preparation, response, recovery, and restoration.
• Public Relations Excellence Model: Framework for evaluating the effectiveness of public relations campaigns.
• APR Code of Ethics: Professional standards for public relations practitioners.
• Federal Trade Commission (FTC) guidelines: Rules for online advertising and social media marketing.
• ⚠️ "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."
• ⚠️ Astroturfing is a form of public relations that seeks to create a fake grassroots campaign, often using social media and online advertising to create the illusion of widespread support for a product or ideology."