foundations paper 2

8/19/2019 Foundations Paper 2

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Running head: FOUNDATIONS PAPER 1

COURSE TITLE: Foundations of Communication

COURSE IDENTIFICATION: COMM !!!

INTRUCTOR: DR" #ames Ponde$

COURSE COMPLETED: S%$ing !1&

ASSIGNMENT TITLE: Ca$ee$ Assignment P$o'ect

ASSIGNMENT PROJECT DESCRIPTION:

Choose a to%ic (hich (ou)d *e

$e)e+ant to a ca$ee$ ,ou (ish to ha+e once u%on g$aduation" P)ease go into detai) as

to (h, ,ou choose this to%ic-ca$ee$" .e su$e to ha+e scho)a$), a$tic)es to *ac/ u%

the info$mation ,ou %$o+ided on to%ic" 0ou then (i)) %$esent this %a%e$ to the c)ass

fo$ ,ou$ fina) %$o'ect"

REFLECTION: I ha+e chosen this %iece *ecause the ca$ee$ that I (anted to do

*ac/ then is sti)) $e)e+ant to (hat I (ant to do no(" hat I thin/ this %iece sho(s

a*out me is that2 once I changed m, ma'o$ to communication2 I ha+e sta,ed (ith

the same gene$a) ca$ee$ I o$igina)), (ished to ha+e" If I had to do this assignment

again2 I (ou)d t$, to go into mo$e detai) a*out ho( I (ish to focus mo$e on theente$tainment indust$, and a )itt)e )ess on the conf)ict management as%ect"



FOUNDATIONS PAPER

Socia) Media Conf)ict in the Ente$tainment Indust$,

3a,)ee M" Mc4augh)in

3ent State Uni+e$sit,



FOUNDATIONS PAPER 5

hen I (as a f$eshman in co))ege m, unc)e said to me2 6do (hat ma/es ,ou ha%%, and

(hat ,ou7$e good at and the mone, (i)) 'ust *e a *onus8" Fo$ me2 that is communicating (ith

%eo%)e" I ha+e *een to)d that I am +e$, good at ta)/ing (ith othe$s and )istening to othe$s as (e))"

I (ant to use %u*)ic communications to (o$/ in the ente$tainment indust$, $ega$ding *$and

management (ith ce)e*$ities" M, ho%es a$e to he)% ce)e*$ities manage thei$ socia) media

inte$actions *, ad+ising them on (hat is a%%$o%$iate and (hat is not a%%$o%$iate" A)so2 to dea)

(ith the conf)ict and c$isis management that ma, occu$ *et(een *$ands and ce)e*$ities o$

ce)e*$ities and socia) media" It is +e$, im%o$tant fo$ ce)e*$ities to *e a(a$e of the %otentia)

effects of thei$ socia) media ha*its and ho( it ma, inf)uence societ, since the, a$e a)(a,s in the

%u*)ic e,e" A)so2 to he)% ce)e*$ities *e a(a$e that the, too gi+e into the stigma that media has on

them and ho( that causes a negati+e $eaction (ithin them"

.$and management is im%o$tant in the (o$/%)ace *ecause it is a $e%$esentation of (hat

the consume$s (ant" Consume$s $emem*e$ a s%ecific *$and *, the s%o/es%e$son fo$ that

com%an," Com%anies must ha+e cont$o) o+e$ thei$ image th$ough the (a, the %$oduct is *eing

ma$/eted and (ho $e%$esents the *$and 93han2 !!;" Managing (hat ce)e*$ities e<%ose to the

%u*)ic th$ough socia) media can he)% $educe the amount of conf)ict *et(een com%an, *$ands and

ce)e*$ities" .$ands )oo/ fo$ am*assado$s (ho a$e going to $e%$esent thei$ com%an, in a %ositi+e

inf)uentia) (a, and he)% %$omote thei$ %$oducts" This means2 getting these am*assado$s to c$eate

a %ositi+e image fo$ the *$and using thei$ socia) a%%ea$ance 93han2 !!;"

Am*assado$s (ho a$e constant), *eing +ie(ed2 o%ens o%%o$tunit, fo$ negati+e effects on

*$ands" Ce)e*$ities a$e o$dina$, %eo%)e (ith e<t$ao$dina$, ca$ee$s (ho2 'ust )i/e e+e$,one e)se2



FOUNDATIONS PAPER =

ma/e mista/es at some %oint in thei$ )ife" This *$ings them to unde$standing ho( to maintain

*$and $e%$esentation du$ing a c$isis 9.$,d2 !1;" Acco$ding to .$,d 9!1; 6e<ecuti+es (ho

unde$stand the function and $es%onsi*i)ities of the %u*)ic $e)ations %$actitione$2 a)so ac/no()edge

ho( +ita) that %$actitione$ is to ensu$ing the o$gani>ation7s su$+i+a) th$ough communicati+e

means8 9%"==;" This means that it is c$ucia) fo$ *$ands to add$ess each c$isis (ith a (a, to *ette$

thei$ $e%utation and $e%ai$ thei$ image" Fo$ com%anies2 ,ou must *e a*)e to %$o+ide a sense of

t$ust fo$ them that the am*assado$ (i)) he)% custome$s *u, thei$ %$oduct and to a)so t$ust in the

am*assado$ that the, (i)) e<ecute thei$ side of the cont$act in a (a, that it *enefits the com%an,"

hen the audience hea$s the t$uth f$om the ce)e*$it, and fee)s that the a%o)og, is

genuine2 it %$o+ides a sense of t$ust(o$thiness again" Acco$ding to .enoit 91?;2 the$e a$e

diffe$ent t,%es of $e%ai$ methods fo$ com%anies and indi+idua)s" Fo$ the com%anies the, (i))

*$ing in those of a highe$ $esou$ce )e+e) to assist them in the $e%ai$ %$ocess2 as o%%osed to

ce)e*$ities (ho ma, 'ust ma/e a %u*)ic statement in attem%t to a%o)ogi>e fo$ thei$ actions" .enoit

%$o%osed that the /e, to unde$standing $e%ai$ methods is to ta/e into conside$ation the natu$e of

com%)aints that cause these com%anies image c$isis 91?;" These com%)aints a$e com%osed of

t(o com%onents: The accused is he)d $es%onsi*)e fo$ an action and that act is conside$ed

offensi+e 9.enoit2 1?;" Com%anies focus on a /e, conce%t: 6%e$ce%tions a$e mo$e im%o$tant

than $ea)it,8@ this means the audience is not conce$ned if the *usiness t$u), committed the

offensi+e act2 *ut (hethe$ it is thought that the, committed this act" Com%anies use the Image

Resto$ation Theo$, (hich focuses on message o%tions@ (hat can a co$%o$ation sa, (hen a c$isis

occu$s 9.enoit2 1?;" .enoit states the fi+e st$ategies fo$ $e*ui)ding the image of com%anies a$e

fo))o(ing: denia) of accusation2 ac/no()edging $es%onsi*i)it, of thei$ actions2 $educing



FOUNDATIONS PAPER &

offensi+eness of the action2 %$o+iding const$ucti+e %)ans of action2 and %u*)ic), a%o)ogi>ing fo$

the offensi+e action 91?;"

., using these methods it (i)) he)% %ut the com%an, *ac/ into the %ositi+e )ight of

societ," These st$ategies a$e a +e$, im%o$tant %$ocess that (i)) *enefit me (hi)e t$,ing to he)%

ce)e*$ities (ith c$isis management and maintaining a %ositi+e $e%utation as *eing a com%an,7s

am*assado$"

I officia)), t$ansfe$$ed into the schoo) of communications this semeste$ so I ha+e a )ot of

cou$ses ,et to ta/e" A)though2 this s%$ing semeste$ I ha+e ta/en c)asses to fu)fi)) the $eui$ements

of m, ma'o$" M, focus is Pu*)ic Communications and I (ish to ha+e a ca$ee$ cente$ed on socia)

media" In o$de$ to unde$stand (hat Pu*)ic Communication ma'o$s do2 I7)) *e ta/ing Pu*)ic

Communication in Societ," The cou$se desc$i%tion sa,s that this c)ass (i)) focus on the diffe$ent

issues (ithin mass media in a %u*)ic setting" This cou$se (i)) he)% me focus on the inf)uence of

mediated messages *, using mass communication" A)so2 (h, these inf)uences ha+e an effect on

ou$ societ,"

One cou$se that I %)an on ta/ing is Media Use and Effects" Acco$ding to the cou$se

desc$i%tion2 this c)ass focuses on socia) media use and (hat effects it has on societ, $anging f$om

the media %o$t$a,a)s to chi)d$en and te)e+ision" This cou$se is going to he)% me *, %$o+iding a

*ette$ unde$stand of media effects on societ, and %ossi*), (h, it causes these am*assado$s to

ha+e negati+e actions"

Bende$ and Communications is a cou$se that I ha+e ta/en" This cou$se has taught me a )ot

a*out the negati+e effects mass media %)aces on *oth men and (omen" I7+e )ea$ned that mo$e

(omen a$e negati+e), im%acted *ecause of mass media than men a$e2 *ut men a$e sti)) effected



FOUNDATIONS PAPER

too" This cou$se a)so discusses ho( te)e+ision can cause indi+idua)s to act a ce$tain (a, and

%ossi*), e+en commit +io)ent acts" Again2 this $e)ates *ac/ to media issues that ma, cause

ce)e*$ities to $eta)iate" Ce)e*$ities a$e a)so the cause of the %$o*)em too *ecause the, gi+e into

the stigma that socia) media has %)aced u%on them" I (ant to change this *, assisting them in $e

const$ucting thei$ image and changing these ste$eot,%es2 as I (i)) discuss )ate$ in the %a%e$"

As a Pu*)ic Communications ma'o$2 m, goa) is to he)% ce)e*$ities $ec$eate and maintain

the image the, once had *efo$e societ, negati+e), im%acted thei$ )ife" These cou$ses that I7)) *e

ta/ing (i)) ho%efu)), guide me in the $ight di$ection of ho( to $e*ui)d this image *ased off of the

negati+e im%acts socia) media has on an indi+idua)" I (i)) )ea$n ho( he)% the ,ounge$

gene$ations focus )ess on the t,%es of images socia) media %o$t$a,s to societ, and focus mo$e on

(hat the, (ish to *e and the image the, (ish to %o$t$a, fo$ themse)+es and othe$s" One thing I

tend to ha+e a *ig focus on is the *od, image shaming that media does to ce)e*$ities and ho(

that (i)) affect them as a %e$son: cause and effect" o%efu)),2 I (i)) *e a*)e to achie+e a)) of these

things and ma/e the ente$tainment *usiness a safe and fun en+i$onment fo$ ce)e*$ities"



FOUNDATIONS PAPER ?

Refe$ences

.enoit2 " 4" 91?;" Image Repair Discourse and Crisis Communication" Pu*)ic Re)ations

Re+ie(2 59;2 1??1"

.,$d2 S" 9!1;" Inco$%o$ating a Ste(a$dshi%*ased Socia) Media St$ateg, to Maintain .$and

Re%utation du$ing a C$isis" Corporate Communications: An International Journal, 17,

No. 3, =1&=" doi: 1!"11!-15&5111&5&!

3han2 S" 9!!;" Brand Management using ocial Media. Simon F$ase$ Uni+e$sit,"

foundations paper 2

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