Chapter 10: Conflict management: Dealing with issues, risks, and crisis
The most important definition to remember is strategic conflict management. The book defines this as the processes influence the course of conflicts to the benefit of the organization and, when possible, to benefit of the organization’s many constituents. There are four main components included in this: Strategic, management, competition, and conflict. The role of public relations while managing conflict is reducing the conflict, sometimes there escalating the conflict, and other times lobbying are involved to win approval from the public and other opinion leaders. There is no one correct way to manage conflict. The key word the book emphasizes is that, “it depends.” It all depends on the situation and who or what is involved. There are different phases that regard the managing the life cycle of conflict. The first phase is the proactive phase, which includes activities and thought process that can prevent a conflict from arising or getting out of hand. Second is the strategic phase, then the reactive phase which reaches a critical level of impact on the organization then lastly is the recovery phase. The book then moves on to talking about crisis management. A crisis is described as, “a major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services or good name.” It is important to remember that it is better to respond quickly rather than slowly because slow responses allow others to fill it speculation and misinformation. There are many ways to handle a crisis: Attack the accuser, be in denial, respond with an excuse, justify itself, ingratiation, make a corrective action, or respond with a full apology. Crisis management is important because it deals with the organization or company’s reputation and it is important to restore the company’s image if they went through a crisis.
Chapter 17: Corporations
Nowadays it is essential for corporations and businesses to be honest with the public because of the extensive negative publicity in the past. Therefore the concept of corporate social responsibility (CSR) is on the priority list of company executives. The three main areas American businesses and their leaders need to adopt ethical principals, pursue transparency and disclosure, and make trust a fundamental precept of corporate governance. Customer service is a crucial part of developing a trustworthy relationship between the company and the costumer. It gives dissatisfied costumers the attention they need to complain about the goods or services. Another key component to keep the company heath and wealth at a good level is by communicating with shareholders and prospective investors. These are the investor relations and these individuals are the ones who get paid most in the public relations field because they are required to be extremely knowledgeable about the finance and regulations of the corporate stock, mergers, and etc. Another responsibility of the corporation is the environment. It is important for them to be pay attention and be concern of the environment and use sustainable resources. Many companies, like Shell, will submit annual reports on their corporate responsibility and work with environmental groups to clean and preserve the environment.