Strategic Communication 101: Ethics and Law in Strategic Communication PRSA Code of Ethics Advocacy Honesty Expertise Independence Loyalty Fairness

What This Is

The PRSA Code of Ethics is a set of professional standards that guide public relations practitioners in making decisions that promote the public interest, respect the rights of others, and maintain the integrity of the profession. By adhering to these principles, organizations can build trust, foster strong relationships, and ultimately drive business success. A notable example of effective crisis communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982. By promptly recalling the product, cooperating with authorities, and implementing new safety measures, J&J not only saved lives but also restored public trust and protected its brand reputation.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies for repairing damaged reputations: denial, evasion, reducing offensiveness, corrective action, and mortification. Practitioners should choose the most effective approach based on the severity of the crisis and available evidence.
• PESO Model: This integrated marketing communications model categorizes media efforts into Paid, Earned, Shared, and Owned categories. By planning campaigns across all four, practitioners can maximize reach, engagement, and impact.
• Situation Crisis Communication Theory (Coombs): This framework helps practitioners assess crisis situations and develop effective communication strategies based on the severity of the crisis and the organization's level of responsibility.
• Social Identity Theory (Tajfel & Turner): This theory explains how individuals derive a sense of belonging and self-esteem from group membership. Practitioners can use this understanding to develop targeted communication campaigns that resonate with specific audiences.
• Diffusion of Innovations Theory (Rogers): This theory describes how new ideas and behaviors spread through social networks. Practitioners can apply this understanding to promote adoption of new products, services, or ideas.
• Public Relations Excellence Model (Fitzpatrick & Bronstein): This model outlines the key elements of effective public relations, including research, planning, execution, and evaluation.
• Crisis Communication Model (Coombs): This model provides a framework for developing crisis communication plans, including preparation, response, and recovery phases.
• Social Media Crisis Communication Model (Coombs): This model outlines the key elements of effective social media crisis communication, including preparation, response, and recovery phases.

Step-by-Step Application

1. Conduct a thorough risk assessment to identify potential crisis scenarios and develop strategies for mitigating their impact.
2. Develop a crisis communication plan that outlines the organization's response to different types of crises, including procedures for notification, communication, and recovery.
3. Establish a social media presence to engage with stakeholders, monitor online conversations, and respond to crises in a timely and effective manner.
4. Create a content calendar that outlines key messages, channels, and timing for different types of communications, including crisis communications.
5. Monitor and evaluate the effectiveness of crisis communication efforts, using metrics such as engagement, sentiment, and reach to inform future communications.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent, honest, and respectful communication. Effective PR requires a deep understanding of the organization's values, mission, and goals.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can occur at any time, and it's essential to be prepared with a crisis communication plan and a team that can respond quickly and effectively.
• Misconception: "PR is just about media relations."
• Correction: Public relations involves a wide range of activities, including research, planning, execution, and evaluation, as well as social media, content marketing, and crisis communication.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world scenarios and develop effective communication strategies based on the PRSA Code of Ethics.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR, shared value, and symmetric vs asymmetric communication.
• Demonstrating strategic thinking: Show how you would apply the PRSA Code of Ethics to a real-world scenario, using relevant theories and models to inform your decision-making.

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 thorough risk assessment to determine the severity of the crisis and potential impact on stakeholders. 2. Develop a crisis communication plan that outlines the organization's response to the crisis, including procedures for notification, communication, and recovery. 3. Establish a social media presence to engage with stakeholders, monitor online conversations, and respond to the crisis in a timely and effective manner.

Last-Minute Cram Sheet

• PRSA Code of Ethics: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness
• Image Repair Theory: Denial, Evasion, Reducing Offensiveness, Corrective Action, Mortification
• PESO Model: Paid, Earned, Shared, Owned
• Situation Crisis Communication Theory: Crisis Severity, Organization Responsibility
• Social Identity Theory: Group Membership, Self-Esteem
• Diffusion of Innovations Theory: Social Networks, Adoption
• Public Relations Excellence Model: Research, Planning, Execution, Evaluation
• Crisis Communication Model: Preparation, Response, Recovery
• Social Media Crisis Communication Model: Preparation, Response, Recovery
• ⚠️ Outputs vs outcomes vs outtakes: Outputs are the tangible products of communication efforts, outcomes are the desired results, and outtakes are the unintended consequences.