CCMN413 - Mod 6 - Negative Publicity Major Assignment

.pdf

School

York University *

*We aren’t endorsed by this school

Course

413

Subject

Information Systems

Date

Dec 6, 2023

Type

pdf

Pages

10

Uploaded by user57310874120745

Report
9/12/23, 9:13 PM CCMN413, Module 6 - Introduction https://de.torontomu.ca/de_courses/templates/m/?c=4B26DC4663CCF960C8538D595D0A1D3A&m=6&p=188286 1/10 Introduction The focus of this module is on the negative publicity assignment, which is the major assignment for this course. This module covers two key areas: The options you have for the assignment The planning, preparation and approach required to complete this assignment Topics and Learning Objectives Topics Planning the major assignment Issues to consider when developing a strategy Assessing negative publicity situations to determine response Developing and implementing negative publicity management strategy, plan and documents Creating a communications plan Reviewing a comprehensive negative publicity package Learning Objectives By the end of this module, you should be able to: 1. Assess and document the dynamics of a negative publicity situation 2. Analyze negative publicity situations, including different audience types; moral and legal assessments and primary and secondary audiences, as a prelude to developing and implementing a situation management strategy and plan 3. Develop and implement a negative publicity management strategy and plan 1. Major Assignment Discussion This module has a slightly different focus. The major term assignment will be discussed in this module so that you have sufficient time to think about and plan this assignment. In the interests of clarity, please review the following details regarding the major assignment: The completed major assignment is not due until the last day of the course.
9/12/23, 9:13 PM CCMN413, Module 6 - Introduction https://de.torontomu.ca/de_courses/templates/m/?c=4B26DC4663CCF960C8538D595D0A1D3A&m=6&p=188286 2/10 You will be required to submit a draft version of your major assignment for review on Week 11 of the term. This draft version will be reviewed and sent back to you with comments so that you can make the necessary changes. This draft version will not be graded . You have two options for selecting a major assignment topic: Option 1 – Complete one of the three choices appearing later in this module. Option 2 – Select your own topic, which you must submit for approval prior to starting work on it. If you are planning to select your own topic, please make sure that it is not overly ambitious and complex for an assignment of this nature. 2. Major Assignment Planning This assignment requires that you incorporate many of the strategies and document types that you have already learned along with other strategies and documents that will be covered later in the class. The assignment is short with respect to actual page counts, but you will be required target your documents precisely to the needs, wants and perceptions of the individual audiences. It is also critical that the package overall is coherent, internally consistent (e.g., you are not giving conflicting information to different audiences) and coordinated. The preliminary planning steps are outlined below. Please think about these planning steps as we cover the remaining modules in this course. Scope The first step is to identify the overarching issue. What exactly is the problem? It is also necessary to identify primary and secondary issues. For example, the primary issue in a defective product recall is the actual product, but there will also be secondary issues such as reputation and trust. Identify the primary audience (i.e., those people who are directly affected) and the secondary audiences (i.e., those people not directly affected but likely to make decisions based on the negative publicity situation. At this stage, key messages need to be developed and finalized. Components There are four broad categories of materials that need to be developed and coordinated to ensure that everyone has a common understanding of the problem and the solution. These include the following: 1. An internal package – This package includes management decision support information (e.g., briefing notes) and updates. Other materials can include staff public contact scripts and updates to prevent unauthorized people from speaking publicly or releasing unapproved information. It is also likely that staff may need morale building materials (e.g., blogs; newsletters) if the situation has resulted in very adverse publicity.
9/12/23, 9:13 PM CCMN413, Module 6 - Introduction https://de.torontomu.ca/de_courses/templates/m/?c=4B26DC4663CCF960C8538D595D0A1D3A&m=6&p=188286 3/10 2. An external package – This package will be largely defined by the event and the industry (e.g., a prescription drug problem will require a much different package than mining mishap). Potential documents include press releases or social media posts – it is also necessary to monitor social media traffic so that any misrepresentations and falsehoods can be managed. Other media can include letters, speeches, blogs and open letters (e.g., in newspapers, as both SNC Lavalin and Boeing did in 2019). Again, these documents must be prepared for both primary and secondary audiences. 3. A strategy – Consider how this issue will be managed within the context of the umbrella communications strategy, company policies, legal requirements and regulatory restrictions. Often, public reaction will also have an impact on the type of strategy that is developed. 4. A communications plan – A communications plan functions as a control document by assigning tasks and schedules and also summarizes the entire approach to the issue in a concise single document. That prevents – or should prevent – misunderstandings, unauthorized statements and other missteps. A communications plan also enables senior management to see a concise document laying out the problem, the solution and the expected outcomes. Your communications plan also must have a digital strategy that includes posting content and monitoring and managing online comments. Responsibility Determining responsibility for the situation is an important component of preparing a response. It is almost inevitable that fault will be assigned by public opinion, social media or a host of other channels. Finding fault – as distinct from determining responsibility – is largely a pointless exercise, but one for which it is necessary to be prepared. There are many ways to categorize responsibility, including the approach outlined below: Legal responsibility – Legal responsibility is the starting point for assigning responsibility. Any compensation or punishment will be the result of legal proceedings. Legal requirements often set the minimum restitution or compensation that must be provided. It is critical that legal advice is sought and lawyers retained in all but the most inconsequential situations. Moral responsibility – Moral responsibility often is another way of saying that organizations should “do the right thing”. Thus, a company might only be legally obligated to repair or replace a defective model appliance but, morally, that same company is expected to do more. Partial responsibility – Some negative publicity issues are complex and murky, with no “all or nothing” responsibility allocation. For example, an airline may have had an equipment-related flight delay – an airline responsibility – that later turned into a further weather-related delay. The latter is not an airline responsibility. The delay and additional costs that passengers would incur are not easily allocated. Public expectations and perceptions – Many negative publicity situations create a great deal of public interest and opinion. Sometimes, the public assigns responsibility or fault without benefit of facts and analysis (i.e., the court of public opinion). This must be considered as a response strategy is developed.
9/12/23, 9:13 PM CCMN413, Module 6 - Introduction https://de.torontomu.ca/de_courses/templates/m/?c=4B26DC4663CCF960C8538D595D0A1D3A&m=6&p=188286 4/10 Nature of the issue – Negative publicity issues that are the result of corporate negligence or carelessness tend to have more critical audiences who are not hesitant to assign responsibility. The recent customer account hacks that various companies have experienced tend to hold the hacked companies responsible even though responsibility could be apportioned to security suppliers among others. Audiences We have already discussed the need to develop targeted, audience specific messages. It is, however, useful to reiterate that this exercise is central if effective messages are to be delivered to clearly identified audiences in a timely and result producing manner. Assignment Advice Consider using a visual to promote understanding and clarity. There will be some repetition between and among the different documents you prepare, as the facts you are communicating do not change by audience. In fact, it is critical that everyone be given the same facts. In addition to the basic facts, ensure that each audience receives information they need and want to know. That will require you to assesses what each audience needs and wants are. Apply the “you viewpoint” approach that you covered in an introductory communications course. Profile or position your role in the best possible light without misrepresenting the situation. Understand how the public may perceive you in this instance and tailor you message accordingly. You will need to “fill in gaps” to ensure you have a complete and comprehensive package. This may include providing additional details that have not been provided in the assignment. 3. Communications Plan You can use this Communications Plan Template to document your communications plan for your assignment. Please note that communications plans can take many forms and can run to many pages. All, however, serve the same purpose, which is to provide a comprehensive view of the proposed course of action. Communications plans are, in part at least, dynamic documents that may need to be updated as events unfold. Changes, however, should be made with care and only when necessary (e.g., new facts emerge,
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
  • Access to all documents
  • Unlimited textbook solutions
  • 24/7 expert homework help