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4 phases of pr conflict cycle

4 phases of the PR Conflict Cycle
Proactive Phase, Strategic Phase, Reactive Phase, and Recovery Phase
Proactive Phase
Monitoring media for emerging issues, Includes activities and thought processes that can prevent conflcts
Issues Management occurs when
The organization makes behavioral changes or creates strategic plans for ways to address emerging issues
The Proactive Stage leads toÂ
Issue Management
Strategic Phase
“an issue is identified as needing concerted action by PR professionals,Includes Risk Communication, Conflict positioning strategies, and the development of a crisis management plan.”
Risk Communication
dangers or threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental damage.
Proactive Stage Includes.
Environmental scanning and issues tracking which lead to Issues management and a crisis plan.
Conflict Positioning
enable the organization to position itself favorably in anticipation of actions such as litigation, boycott, adverse legislation, elections, or similar events that will play out in “the court of public opinionâ€
Crisis Management Plan
Used to be prepared for the worst outcome that an issue that resists risk communication efforts and becomes a conflict of crisis proportions
Reactive Phase
react to events as they unfold in the external communication environment.
Reactive Phase Includes
Crisis Communication, Conflict Resolution techniques – when not out of control, and Litigation Public Relations
Crisis Communication
Includes Crisis management plan an efforts to meet the needs of publics
Crisis resolution techniques
USed to bring a heated conflict to a resolution.
Litigation Public Relations
Employes communication strategies and publicity efforts in support of legal actions or trials.
Reactive Phase
employing strategies either to bolster or repair its reputation in the eyes of the Key Public
When the damage to reputation is extreme it may require
image restoration strategies can help, provided that they include genuine change by the organization.
Variables Affecting Risk Perceptions: Voluntarily taken, complex Situations
“Risks voluntarily taken tend to be accepted. Smokers have more control over their health situation, for example, than airline passengers do over their safety.The more complex a situation, the higher the perception of risk. Dangers associated with disposal of radioactive waste is more difficult to understand than the dangers of cigarette smoking.”The severity of consequences affects risk perceptions. There is a difference between having a stomachache and getting cancer”
7 suggestions to communicate when dealing with risk communication First 2
“Begin early and initiate a dialogue with publics that might be affected. Do not wait until the opposition marshals its forces.Actively solicit and identify peoples concerns. Informal discussions, surveys, interviews, and focus groups are effective in evaluating issues and identifying outrage factors.”
7 suggestions to communicate when dealing with risk communication 3rd 4th, and 5th
“Recognize the public as a legitimate partner in the process. Engage interested groups in two-way communication and involve key opinion leaders.Address issues of concern, even if they do not directly pertain to the situation.Anticipate and prepare for hostility. To defuse a situation, use a conflict resolution approach. Identify areas of agreement and work toward common ground.”
7 suggestions to communicate when dealing with risk communication Last 2
“Understand the needs of the news media. Provide accurate, timely information and respond promptly to requests.Always be honest, even when it hurts.”

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