I want one paragraph for each part as feedback comment to my classmate work at the discussion. First I’ll but my answer and example for the feedback that I got to my answer so you can know what is my thought for this assignment then I’ll but the classmate answer that you need to give them feedback as a response from me in this discussion,
The discussion question:
What are the main differences between an “issue” and a “crisis”? Consider the strategies of “buffering,” “bridging,” and “advocacy.” Share an example of an organization which has recently used one of these strategies; what was this issue, which strategy did they use, and how did it work?
My answer:
Q1. What are the main differences between an “issue” and a “crisis”?
Even though some people use them interchangeably, issue and crisis are distinctly different in terms of meaning and approaches involved in their management. Essentially, as it is commonly understood, a crisis is an extended issue that requires more urgent and serious approach to contain. In simple terms, a crisis is a result of an uncontrolled issue (Cornelissen, 2017). Therefore, the management of an issue forms the basis of crisis management. In an organizational setup, an issue is a problem whose magnitude has not yet reached a full-blown stage to be termed as a crisis. Basically, unlike in a crisis where the management has limited time to assess the situation, facing an issue features adequate time for assessment (Cornelissen, 2017). Important to note, when facing an issue, there are no harm or any dire effects associated with the situation.
Q2. Strategies for buffering and bridging.
Buffering and bridging are different terms in the field of organizational communication and relations. Buffering involves the employment of independent strategies as an approach of responding to external factors and environment. The employment of independent strategies constitutes activities such as the optimization of organizational resources (Cornelissen, 2017). The application of buffering seeks to control uncertainties and overdependence on the external environment. On the other hand, a bridging approach serves to incorporate a cooperative style of management by cultivating a culture of interdependence between the organization and its environment.
Q3. An example of an organization which has recently used Advocacy
Advocacy, a popular strategy in communication, seeks to influence the decisions of others about an organization, products, services, and other features (Cornelissen, 2017). For example, a company can run a brand advocacy campaign for its products to seek influence and boost brand loyalty. In 2010, for example, Coca-Cola ran a brand advocacy advertisement that was received by more than 15 million audiences within its first week in the market. The company was able to advocate for its brand through a vending happiness machine that was strategically placed in a location with a hidden camera (Sela, 2018). When customers saw the machine dispensing the company’s beverage, they were all happy and thrilled to enjoy the drink. Through the video advert, the company was able to run a successful brand advocacy program.
PART 1 ( HERE YOU NEED TO WRITE ONE PARAGRAPH AS FEEDBACK FOR MY CLASSMATE ANSWER)
There are a couple of differences between a crisis and an issue. A crisis is something that needs to be addressed immediately; an issue is a conflict that needs to be addressed but is not critical. An issue that is not addressed properly could eventually become a crisis.
A recent news announcement regarding a proposed settlement with Elon Musk and Tesla is an example of an issue that became a crisis for the organization. Elon Musk falsely led stakeholders and shareholders to believe he and the company had secured enough funding to take the company private. As a result of his deceit, the SEC has reached a proposed settlement with him. The communication strategy that was used in this unfortunate situation was bridging. Bridging requires an organization to adapt what they are doing to conform to the expectations and claims of important stakeholders.
The SEC’s actions in their proposed settlement are meant to protect the people who were directly affected by Elon and Tesla’s deceit. The SEC announced that Elon Musk would step down as chairman of the organization and he and the company would pay a fine of 20M each, a total settlement of 40M. The 40M would be used to pay the harmed investors (shareholders) in a process that will be managed by the courts. Additionally, there will be two new independent directors appointed to the board and, there will be a new committee formed, to ensure additional controls, of truthful communication, in the future. The independent board and new committee members will be in place to oversee Musk and any future communications. The ultimate goal of having independent directors and committee members is to have fair and balanced communication. Elon Musk had too much control, in many ways, which led to a crisis for Tesla.
Speaking of control, Elon, under the proposed agreement, will not be eligible to be chairman for three years. According to Phil Helsel of NBC news, “Elon Musk would step down as a Tesla chairman, pay a $20M fine in SEC settlement.”As a result of the settlement, Elon Musk will no longer be Chairman of Tesla, Tesla’s board will adopt important reforms—including an obligation to oversee Musk’s communications with investors—and both will pay financial penalties,” Steven Peikin, co-director of the SEC’s enforcement division, said in the statement. “The resolution is intended to prevent further market disruption and harm to Tesla’s shareholders.” (2018)
In closing, in Corporate Communication Theory: A Guide to Theory & Practice, “Bridging occurs when organizations reactively seek to adapt organizational activities so that they conform to external expectations of important stakeholders and publics.” That is what the SEC is attempting to successfully accomplish with their proposed settlement with Elon Musk and Tesla, and ultimately, what is best for everyone, in this unfortunate situation.
PART 2 ( HERE YOU NEED TO WRITE ONE PARAGRAPH AS FEEDBACK FOR MY CLASSMATE ANSWER)
What are the main differences between an “issue” and a “crisis”?
The issue is public concern about the organization’s decisions and operations that may or may not also involve (b) a point of conflict in opinions and judgments regarding those decisions and actions. Issues don’t show any immediate risk to the organization’s reputation and bottom line for the long-term. However, issues can quickly increase into crises, when not responded to or handled correctly.
A crisis is defined as an issue that requires not just decisive but also immediate action from the organization.
However, the necessity of immediate action may be triggered by, for example, rising public pressures, intense media attention or because of the direct danger to employees, customers or members of the general public.
Consider the strategies of “buffering,” “bridging,” and “advocacy.”
In the buffering strategy, Organizations can deny the existence of an issue and remain silent while in the case of bridging, strategy organizations can recognize the issue, adapt their operations and actively communicate and engage with stakeholders. In an advocacy strategy, they can try to change stakeholder expectations and public opinions on an issue so that these expectations and views conform to current practices and values.
an example of an organization which has recently used one of these strategies; what was this issue, which strategy did they use, and how did it work?
This crisis happened in Disney World Floride. Lane Graves, a 2-year-old boy from Nebraska who was pulled into the water by an alligator at a lagoon near Disney’s upscale Grand Floridian Resort on June 14, 2016. Because there was no sign about there is an alligator, the child and his father were playing near the lagoon before an alligator attacked him. His father was surprised, and he tried to help him, but the alligator was faster than the father. After 15 hours they found his body in the lake.
In this case, Disney uses bridging, advocacy strategies to solve that crisis and save their reputation. Immediately, Disney has closed all of its resort beaches, and they add signs alerting guests to the possibility of the presence of alligators with a picture. However, a year later the company add a sculpture of a lighthouse the symbol of the Lane Thomas Foundation. It is near where the reptile pulled Lane Graves underwater as he played in the Seven Seas Lagoon. However, George A. Kalogridis, president of Walt Disney World Resort, announced that the company added a sculpture of a lighthouse the symbol of the Lane Thomas Foundation as of love and hope. It is near where the reptile pulled Lane Graves underwater as he played in the Seven Seas Lagoon. Also, a Disney spokesman said in a statement. The lighthouse is intended to spread awareness for his parent’s organization.
FEEDBACK ANSWER EXAMPLE FPR PART 2
I reminder when this horrible situation happens at Disney. This was a situation that the company never seen coming. There is no real guideline to go by when this happened. I definitely felt like Disney used the bridging strategy after this situation happened. Even though this was a situation where they were reactive than proactive, from my knowledge, I feel like Disney did everything correctly after this unfortunate situation happened. By putting up warning signs and different memorials, Disney shows that it recognizes it had an issue.
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NOT: FOR THIS ORDER I JUST WANT TO FEEDBACK FOR PART 1 and 2
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