Strategic Communication 101: Ethics and Law in Strategic Communication - Ethical Issues in Crisis Spin and Gaslighting

What This Is

Ethical issues in crisis spin and gaslighting refer to the intentional manipulation of information or public perception to mitigate the negative consequences of a crisis or scandal. This can involve distorting facts, shifting blame, or using emotional appeals to sway public opinion. Effective crisis communication requires transparency, accountability, and a commitment to truth, as seen in Johnson & Johnson's exemplary response to the 1982 Tylenol tampering crisis, which prioritized consumer safety and trust over corporate interests.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies for repairing an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The severity and evidence of the crisis determine which strategy to use. Strategic implication: Choose the right image repair strategy to minimize damage and maintain public trust.
• PESO Model: This model categorizes media into Paid, Earned, Shared, and Owned categories, guiding integrated campaign planning. Strategic implication: Plan campaigns that leverage all four categories to maximize reach and impact.
• Social Identity Theory: This theory explains how individuals derive self-esteem and identity from group membership. Strategic implication: Use social identity theory to understand how your organization's actions affect its stakeholders' sense of belonging and loyalty.
• Crisis Communication Model (Cooper): This model outlines the steps for effective crisis communication: prepare, respond, and recover. Strategic implication: Develop a crisis communication plan that includes preparation, timely response, and long-term recovery strategies.
• Stakeholder Theory: This theory emphasizes the importance of understanding and engaging with stakeholders to build trust and maintain relationships. Strategic implication: Identify and prioritize key stakeholders to develop targeted communication strategies.
• Public Relations Excellence Model (Grunig & Hunt): This model outlines the characteristics of excellent public relations: symmetry, two-way communication, and mutual adjustment. Strategic implication: Strive for symmetry and two-way communication to build trust and maintain relationships with stakeholders.
• Social Media Crisis Communication Model (Coombs): This model outlines the steps for effective social media crisis communication: prepare, respond, and recover. Strategic implication: Develop a social media crisis communication plan that includes preparation, timely response, and long-term recovery strategies.

Step-by-Step Application

1. Assess the crisis: Evaluate the severity and impact of the crisis, and identify key stakeholders.
2. Develop a crisis communication plan: Outline the steps for preparation, response, and recovery, including key messages, media relations, and social media strategies.
3. Prepare key messages: Craft clear, concise, and consistent messages that address stakeholder concerns and needs.
4. Respond to the crisis: Activate the crisis communication plan, using the chosen image repair strategy and key messages.
5. Monitor and adjust: Continuously monitor the situation and adjust the communication strategy as needed.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent, honest, and two-way communication. Example: Dove's Real Beauty campaign, which promotes body positivity and self-acceptance.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of size or reputation. Preparation and planning are key to effective crisis communication. Example: Johnson & Johnson's Tylenol recall, which demonstrated the importance of crisis preparedness.
• Misconception: "Social media is just for advertising."
• Correction: Social media is a critical channel for crisis communication, requiring timely and transparent responses to stakeholder concerns. Example: Nike's Colin Kaepernick ad, which sparked a social media crisis that required a swift and empathetic response.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world crisis scenarios and develop effective communication strategies.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR, shared value, and symmetric/asymmetric communication.
• Strategic thinking: Demonstrate how your communication strategy aligns with the organization's goals and values, and how it addresses stakeholder needs and concerns.

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. Assess the crisis and identify key stakeholders. 2. Develop a crisis communication plan that includes preparation, response, and recovery strategies. 3. Prepare key messages that address stakeholder concerns and needs.

Rationale: This response demonstrates an understanding of the crisis communication process and the importance of preparation, timely response, and transparent communication.

Last-Minute Cram Sheet

• Image Repair Theory (Benoit): Denial, evasion, reducing offensiveness, corrective action, mortification
• PESO Model: Paid, Earned, Shared, Owned media categories
• Social Identity Theory: Group membership and self-esteem
• Crisis Communication Model (Cooper): Prepare, respond, recover
• Stakeholder Theory: Identify and prioritize key stakeholders
• Public Relations Excellence Model (Grunig & Hunt): Symmetry, two-way communication, mutual adjustment
• Social Media Crisis Communication Model (Coombs): Prepare, respond, recover
• APR Code of Ethics: Transparency, accountability, honesty
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion.