Restoring a reputation: The Duke University lacrosse scandal

Duke University was thrust into a crisis situation when three members of its lacrosse team were indicted on charges of first-degree rape and sexual assault. As the story received extensive media coverage and while the prosecution and defense were making their legal arguments, the reputation of Duke University was called into question and it too was in need of appropriate public relations communication strategies. The purpose of this paper is to summarize the actions and public relations communication emanating from Duke in its attempt to frame the story and restore its reputation. Public relations theories that focus on image restoration as articulated by Benoit [Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: State University of New York Press; Benoit, W. L. (2000). Another visit to the theory of image restoration strategies. Communication Quarterly, 48(1), 40–44] and Coombs [Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the “appropriate” crisis response strategies. Management Communication Quarterly, 8, 447–476; Coombs, W. T. (2006). Crisis management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.). Public relations theory II (pp. 171–197). Mahwah, NJ: Lawrence Erlbaum Associates] as well as the concept of message framing are presented and used to analyze Duke's communication response. Studying the Duke case provides an example of an organization executing theoretical concepts in a practical situation.     

This is not a race, this is a farce: Formula One and the Indianapolis Motor Speedway tire crisis

Formula One is the most technologically advanced and financially lucrative form of motorsport in the world with global audiences in the billions over the course of a season. A highly unusual and potentially deadly set of events took place during the Friday practice for the sixth annual United States Grand Prix at the Indianapolis Motor Speedway. Controversy and blame soon followed. Using Benoit's public relations and image restoration strategy framework, this paper examines the different strategies employed during the crisis by the Formula One teams, Michelin, the Federation Internationale De L’Automobile, Formula One Management, and the Indianapolis Motor Speedway. An examination of the crisis situation at the United States Grand Prix allows this study to expand Benoit's initial framework into sport as well as examining the implications for public relations and image repair strategies.     

Krafting the obesity message: A case study in framing and issues management

This study examined the application of framing theory in issues management. Using case study methodology, the researchers analyzed message frames used by Kraft Foods in its public response to the obesity crisis, how the Kraft frames were reported by the media and whether Kraft's approach might help define effective framing and issues management practices in public relations. The study suggested that framing was indeed useful in Kraft's attempt to manage the issue of obesity.     

Integrating public relations and legal responses during a crisis: The case of Odwalla, Inc.

Crisis management is a form of issues management in which crisis managers attempt to control the terms used to describe corporate actions. In this sense, a crisis can be seen as an opportunity to demonstrate the organization's commitment to responsible behavior and to outline the steps being taken to eliminate the problem. The organization's decision-making process is evident in its communication response (public relations versus legal) strategies.This study examines the crisis communication strategies employed by Odwalla, Inc. during its juice contamination crisis, a crisis whose impact on public health and safety gave it the potential for developing into an issue that required public policy relief. An analysis of the content of published responses made by Odwalla officials showed that public relations response strategies dominated legal response strategies throughout the crisis, followed by mixed public relations and legal strategies. This case provides a clear example of the collaborative approach to crisis management in terms of legal versus public relations strategies. In addition, Odwalla exerted control over the crisis through its recall, the development of a process to eliminate the problem, and raising the issue of pasteurization.     

Ritualistic sacrifice in crisis communication: A case for eliminating scapegoating from the crisis/apologia lexicon

The crisis strategy of scapegoating has been part of the crisis and image restoration lexicon for more than four decades. And yet, the practice of scapegoating is a well-known unethical practice that simply deflects deserved blame from one party to a sacrificial other. This essay critiques the “Primary Crisis Response” strategy of scapegoating, conducting an historical and ethical critique of the crisis strategy, and concludes that scapegoating should be removed from the public relations crisis and image restoration lexicon.     

Crisis? What crisis?: How European professionals handle crises and crisis communication

A broad study in 43 European countries shows that 70% of communication professionals encounter at least one crisis a year, mostly institutional, related to the performance of the organization or a crisis in management or leadership. Organizational response and image restoration approaches are mainly based on information, sympathy and defense strategies. Traditional media relations and personal communication are the most important instruments used in crisis communication, while social media is used less often. The variation of crisis types, responses and instruments across European regions and types of organization indicate that economic and cultural aspects play a role in defining a crisis and communicating about it.     

Hierarchical consistency of strategies in image repair theory: PR practitioners’ perceptions of effective and preferred crisis communication strategies

ABSTRACT

Drawing from image repair theory and situational crisis communication theory, this study advances crisis communication theory by analyzing nearly 800 public relations professionals’ perceptions of 15 image repair strategies. A national sample of US public relations professionals evaluated communication strategies for their effectiveness and preference for use in three crisis scenarios (accidents, product safety, and illegal activity). Compensation, corrective action, and mortification were the most highly ranked crisis response strategies, regardless of attribution of organizational responsibility or culpability, across 3 different types of accidental and preventable crises. This hierarchical consistency suggests that using communication strategies for maintaining and strengthening an organization’s relationships with its publics may be the best protection for sustaining and repairing positive reputation long-term.     

Does accreditation really matter in public relations practice? How age and experience compare to accreditation

Many scholars and practitioners have suggested accreditation as one way to enhance the professionalism of public relations practice. But, others have questioned whether accreditation really makes a difference and whether experience is a sufficient substitute for accreditation. This study found that, although accredited practitioners were significantly older and had significantly more years of experience compared to their non-accredited counterparts, differences between the groups with respect to seven work categories and five professional competencies remained even when age and years of experience were controlled. The affected work categories were account/client management, strategic planning, public relations program planning, project management, stakeholder relations, issues management, and crisis management. The affected professional competencies were the four-step strategic planning process; ethics and legal issues; communication theory; business literacy; and advanced communication skills. In short, this study refutes the argument that age and professional experience are sufficient substitutes for accreditation in public relations. In fact, they are not.     

SK-II China and its skin cream scandal: An extended analysis of the image restoration strategies in a non-Western setting

SK-II, a global luxury cosmetic and skincare brand of Proctor & Gamble (P&G), was sued by a Chinese consumer in 2005, which raised serious questions about SK-II's product safety and the credibility of its advertisements. This public relations debacle resulted in a dip in SK-II's performance in the China skincare market. The theory of image restoration discourse was applied in this case to analyze SK-II's public relations efforts to rebuild its prestigious brand image in China and to regain Chinese consumers’ trust. More rigorous image restoration strategies for multinational corporations (MNCs) in the Asian market were also discussed.     

Enhancing Employee Engagement via Leaders’ Motivational Language in times of crisis: Perspectives from the COVID-19 outbreak

By bridging theoretical perspectives from diverse disciplines including public relations, organizational communication, psychology, and management, this study advances a sequential mediation process model that links leaders’ motivational communication—specifically, direction-giving, empathetic, and meaning-making language—to employees’ organizational engagement during times of crisis. The model incorporates employees’ psychological needs satisfaction and their subsequent crisis coping strategies so as to explain the process that underlies the effects of leader communication on employee engagement. We tested the model in a unique yet underexplored crisis context: organizational crises triggered by the global pandemic of COVID-19. The results of an online survey of 490 full-time U.S. employees provide strong support to the model’s predictions. Our research extends internal crisis communication scholarship in public relations by addressing what types of leader communication strategies as well as how these strategies contribute to employee engagement in a holistic fashion. It also advances theoretical development of the motivational language theory, self-determination theory, transactional model of stress and coping, and organizational engagement—the four theoretical bases of our study—in the context of organizational crises. Lastly, the study results provide timely practical insights on effective internal crisis communication.     

企业公共关系危机及其处理

组织遇到危机事件是不可避免的,关键是危机事件发生以后怎么处理。文章试图从公共关系危机的特点和公共关系危机处理程序两个方面来阐述危机事件的处理过程。当危机发生后,企业应冷静应对,解决危机,同时要善于化解危机,利用危机,化被动为主动,借势造势进一步宣传和塑造企业形象。     

Beyond a dyadic approach to public diplomacy: Understanding relationships in multipolar world

This study advocates for a multipolar approach to public diplomacy within a public relations framework. This study applies semantic network analysis to understand Chinese public diplomacy efforts during the 2011 Libya crisis. Two theories, image building and relationship management, informed the analysis. Four important findings emerged from the analysis. First, the evidence suggests that the combination of image building and relationship management provides a comprehensive theoretical framework to understand public diplomacy communication efforts. Second, understanding triads of national relationships reveals nuances that cannot be captured by a dyadic approach to public diplomacy. Third, this study introduces a new method, semantic network analysis, to the research of public diplomacy, and reveals linguistic relationships and shared meaning manifested in the content of People's Daily newspaper coverage of the Libya crisis. Finally, the findings support the pervasiveness of multipolar thinking. Public diplomacy in general, and soft balancing specifically, is about positioning a nation in a wider context and strategically using relationships to accomplish foreign policy goals.     

Examining the role of cognitive dissonance in crisis fundraising

Fundraising scholarship has focused on the application of public relations theory to the process particularly in exploring the predictive power in applying relationship management theory to the non-profit organization–donor relationship. However, people often are impacted by catastrophic events and want to donate to relief efforts even though they may not be connected to the region. A survey of two American Red Cross chapters’ donors revealed that individuals who contributed to the December 2004 tsunami relief efforts were more likely to experience feelings of cognitive dissonance than non-donors, and their donations resulted in a consonance restoration. These results support an argument for non-profits, particularly those in crisis response, to have an active crisis communication plan in place that deals not only with responding to the event but also having a proactive plan established to publicize how to donate to relief efforts. Highlighting the consonance restoration, non-profits should also discuss the positive aspects of donating to their efforts, such as the work being done for the disaster victims.     

Beyond attribution: Building new measures to explain the reputation threat posed by crisis

Situational Crisis Communication Theory (SCCT) suggests attributed responsibility is the key factor explaining the reputation threat posed by crisis situations. However, studies on SCCT have found using its prescribed responses has a small effect. This research uses image repair theory’s conception of crisis to suggest that offensiveness is another factor that should be measured in order to explain the reputation threat posed by crisis. Using the literature of moral foundations theory, interviews with 20 people with expertise in public relations, and 338 participants from mTurk in a 2 (attributed responsibility)?×?10 (crisis offensiveness) experiment, this research develops valid, reliable measures of attributed responsibility for crisis offensiveness, and mitigating virtuousness, that explain 73.7% of the reputation threat posed by crisis in the sample, as opposed to 24.8% explained by attributed responsibility alone in the same sample. Implications for public relations scholars and practitioners are discussed.     

Social media crisis communication: Enhancing a discourse of renewal through dialogic content

This qualitative study investigates through a case study how dialogic content, which is shared on social media, facilitates stakeholder support and builds relationships to advance a discourse of renewal. Prior research on crisis communication in social media thoroughly investigated crisis response theories relating to reputation management and image restoration. To date, however, a paucity of research has considered how content could facilitate stakeholder support and relationships in crisis communication.The findings show that when an organization commits to transparent, interactive dialogue during a social media crisis on a social media platform, stakeholders are pulled to authentic content because they are interested and actively seeking for relevant information. Dialogic content may also boost stakeholder support and encourage relationship building to help move the organization forward after the crisis with dialogic communication. The insights gained from this study create value for wider audiences in terms of how dialogic content can be used for social media crisis communication, to move beyond reputation and image repair to become meaningful to stakeholders.     

Beyond reputational and financial damage: Examining emotional and religious harm in a post-crisis case study of Hillsong Church

Religious organizations have largely been overlooked in public relations scholarship, particularly in the crisis communication literature. Additionally, research in crisis communication primarily focuses on the reputational, material, and financial damage caused by crises. This study addresses theoretical and topical gaps in public relations scholarship by advancing Spaulding’s (2018) emotional and religious harm categories for moral crises within religious organizations. Results of a qualitative case study of Hillsong Church’s Carl Lentz crisis suggest an emotional harm continuum exists for moral crises, and religious harm emerges as distancing as a religious protective measure. Findings advance crisis communication theory regarding the use of religious and renewal rhetoric and types of harm inflicted from crises, and assists practitioners in crafting post-crisis messages that prioritize stakeholder healing and the organization’s recovery.     

A strategic approach to managing crises

This article encorporates the management literature on crisis to create a model that can be used to assess the seriousness of crisis. In addition, the model is extended for use by public relations managers. The article concludes with suggestions that will modify approaches employed and improve the effectiveness of public relations professionals in their role as crisis managers.     

Institutionalizing public relations: A case study of Chinese government crisis communication on the 2008 Sichuan earthquake

Research is needed on the “institutionalization” of public relations as a strategic-management function. How and why public relations ought to be institutionalized certainly remains highly debatable. This study, thus, engages the current debate on the necessity and advantages of the institutionalization of public relation by taking on Chinese government crisis communication in the 2008 Sichuan earthquake as a test case.This study employs both qualitative and quantitative methods, consisting largely of online and textual research, convenient and confidential telephone interviews, content analysis of government communication materials, and intercept surveys in Beijing (China's capital city) and Chengdu (the provincial capital of the Sichuan Province where the earthquake hits).The study finds that the institutionalization of government public relations in China has visible results, especially, in the areas of crisis communication and management, as well as stakeholder-relationship building. Within the Chinese context, it suggests, “institutionalization” of the government public relations tends to render legitimacy to public relations practice and empower the practitioners by according PR practice a strategic function toward the achievement of public-institution effectiveness. Although a preliminary analysis, this study supports the argument on the necessity and advantages for PR practice becoming institutionalized.