Strategic Communication 101: Ethics and Law in Strategic Communication - Defamation and PR Avoiding libel in statements

What This Is

Defamation, specifically libel, is a critical concern for public relations professionals, as it can irreparably damage an organization's reputation and relationships. Libel occurs when a false statement is published or communicated to a third party, causing harm to the individual or organization being targeted. A well-known example of effective crisis communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982. By immediately recalling all Tylenol products, cooperating with authorities, and implementing new safety packaging, J&J prevented further harm and restored public trust.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies for repairing an organization's image after a crisis or negative publicity:
  • Denial: Refute the accusation or claim.
  • Evasion: Avoid directly addressing the issue.
  • Reducing offensiveness: Downplay the severity of the situation.
  • Corrective action: Take concrete steps to rectify the problem.
  • Mortification: Acknowledge and take responsibility for the mistake. Strategic implication: Choose the most effective strategy based on the severity of the issue and available evidence.
• PESO Model: This model categorizes media channels into four categories:
  • Paid: Advertising and sponsored content.
  • Earned: Media coverage and publicity.
  • Shared: User-generated content and social media.
  • Owned: Company-controlled media channels (e.g., website, blog). Strategic implication: Plan integrated campaigns that leverage all four categories to maximize reach and impact.
• Situation Crisis Communication Theory (Coombs): This theory proposes that crisis communication should focus on mitigating the severity of the crisis and restoring relationships.
  • Mitigation: Reduce the negative consequences of the crisis.
  • Maintenance: Preserve relationships and reputation. Strategic implication: Develop a crisis communication plan that prioritizes mitigation and maintenance.
• Social Penetration Theory (Altman): This theory explains how people gradually reveal themselves to others through communication.
  • Self-disclosure: Share personal information and feelings.
  • Self-concept: Develop a sense of identity and self-awareness. Strategic implication: Use social media and other channels to build relationships and foster self-disclosure.
• Crisis Communication Model (Cooper): This model outlines the steps involved in crisis communication:
  • Crisis recognition: Identify the crisis and its severity.
  • Crisis response: Develop a response plan and communicate with stakeholders.
  • Crisis resolution: Resolve the crisis and restore relationships. Strategic implication: Develop a crisis communication plan that includes these steps.

Step-by-Step Application

1. Conduct a risk assessment: Identify potential defamation risks and assess their likelihood and impact.
2. Develop a crisis communication plan: Create a plan that outlines the steps to take in case of a defamation crisis, including a response strategy and communication channels.
3. Monitor and respond to online activity: Regularly monitor social media and other online channels for potential defamation risks and respond promptly to any negative comments or posts.
4. Train employees: Educate employees on the importance of avoiding defamation and the consequences of libel.
5. Review and revise policies: Regularly review and revise policies and procedures to ensure they are up-to-date and effective in preventing defamation.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through honest and transparent communication. Spin is a negative term that implies manipulation or deception.
• Example: The Dove Real Beauty campaign is a great example of PR that focuses on building relationships and promoting positive self-image, rather than spinning a negative message.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of size or reputation. It's essential to be prepared and have a crisis communication plan in place.
• Example: The Cambridge Analytica scandal is a recent example of a crisis that can happen to any organization, regardless of size or reputation.

Exam / Accreditation Tips

• Typical case-study prompts: Be prepared to analyze a real-world crisis communication scenario and develop a response plan.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinction between CSR and shared value.
• Demonstrate strategic thinking: Show how you would apply theoretical concepts to a real-world scenario and develop a comprehensive response plan.

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. Conduct a risk assessment to determine the severity of the crisis and potential impact on stakeholders. 2. Develop a response plan that includes a statement from the CEO apologizing for the remark and outlining steps to prevent similar incidents in the future. 3. Communicate the response plan to stakeholders through a press release and social media channels.

Rationale: This response is grounded in the Image Repair Theory, which suggests that the first step in repairing an organization's image is to acknowledge and take responsibility for the mistake.

Last-Minute Cram Sheet

• Image Repair Theory: Five strategies for repairing an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Situation Crisis Communication Theory: Focus on mitigation and maintenance in crisis communication.
• Social Penetration Theory: Gradual self-disclosure and self-concept development through communication.
• Crisis Communication Model: Crisis recognition, response, and resolution.
• APR Code of Ethics: Public relations professionals must adhere to the APR Code of Ethics, which includes principles such as honesty, transparency, and respect for stakeholders.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."
• 'CSR' is not just 'corporate social responsibility' – it's a strategic approach to creating shared value for stakeholders."
• 'Symmetric communication' is not just 'two-way communication' – it's mutual adjustment and co-creation of meaning."