WatergateScandal

Kaelea WilliamsHayley Radant

John FuquaMegan GriffenBrittney Lannie

"I am not a crook."http://www.youtube.com/watch?v=sh163n1lJ4M&fb_source=message

Background…when the water falls

• June 17, 1972:- Five burglars are arrested at 2.30 a.m. during a break-in at the Watergate hotel:

• Bernard Barker• Virgilio Gonzalez• Eugenio Martinez• James W. McCord• Frank Sturgis

Reporters get intrigued

“GOP Security Aide Among Those Arrested”.

-John Mitchell denies the allegations.

Carl Bernstein and Bob Woodward

Stories uncovered.

• August 1, 1972: A $25,000 cashier's check, earmarked for the Nixon campaign, was deposited into the bank account of a Watergate burglars

• September 29, 1972: John Mitchell, while serving as attorney general, controlled a secret Republican fund used to finance widespread intelligence-gathering operations against the Democrats.

• October 10, 1972: FBI agents establish that the Watergate break-in stems from a massive campaign of political spying and sabotage conducted on behalf of the Nixon reelection effort.

• January 30, 1973-G. Gordon Liddy and James W. McCord Jr.-Five other men plead guilty.

• White House staffers, H.R. Haldeman, John Ehrlichman, and Attorney General Richard Kleindienst resign over the scandal. White House counsel John Dean is fired.

• July 13, 1973: Alexander Butterfield: presidential appointments secretary

1971 Nixon had recorded all conversations and telephone calls in his offices.

• October 20, 1973: Saturday Night Massacre

Oops…

•August 8, 1974Nixon becomes the first president to resign in history.

Situation Analysis…

“Framework for public disclosure about scandal around the world” _ Shudson

It was the original prodrome.

Target Audiences

• Key Publics• Enabling Publics: President Nixon, CIA and

FBI• Functional Publics: U.S. Government, Nixon

Administration, The Washington Post, EVERYONE

• Normative Publics: Attorney General, Burglars• Diffused Publics: Archiblad Cox, Media

Corporate Culture/Organizational Ideology

• Secretive!• Cautious• President Nixon made decisions to protect

himself, rather than for the country

Preparation

• Objectives• ATTEMPT to overcome the crisis• Lack of effective crisis management• Turned its back to the media

Containment: Crisis Communication Theory

Image Restoration Theory 5 Strategies:

1. Denial2. Evasion of Responsibility3. Reducing Offensiveness of Event4. Corrective Action5. Mortification

Containment: Crisis Communication Theory

-Apologia Theory: The organization uses effort to defend its reputation and protect its image, without necessarily apologizing.

-The organization may deny, explain, or apologize for action through communication

-Consolation Strategy: Admitting guilt and asking for forgiveness through resignation of the presidency

Containment: Crisis Communication Theory Continued…..

- “By taking this action, I hope I will have hastened the start of the process of healing which is so desperately needed in America......I deeply regret any injuries that may have been done in the course of the events that led to this decision.”-Nixon

KEY MESSAGES- Nixon had a strong dislike for the press

- Many members of press on his "enemies list"

-War with the media

- Keep media on the defensive

-Televised speeches

Containment: Three C's of Communication

• Credibility: NONE • Compassion: NONE• Control: NONE• These elements are necessary for

effective containment and recovery in a crisis situation, and ultimately led to the demise of Nixon and his entire administration.

1972 Presidential Election

CRISIS COMMUNICATION STRATEGIES DENIAL AND BLAME"I can say categorically that . . . no one in the White House staff, no one in this Administration,presently employed, was involved in this very bizarre incident." -Richard Nixon

"Not only was I unaware of any cover-up. I was unaware there was anything to cover up."

- Richard Nixon

JUSTIFICATION"When the president does it, that means it is not illegal." - Richard Nixon"The President seems to extend executive privilege way out past the atmosphere..."

- Sam Ervin (United States Senator)

Unites States v. Nixon

Crisis Communication Strategy continued.....

CORRECTIVE ACTION... "Therefore, I shall resign the Presidency effective at noon

tomorrow."

APOLOGY???"I regret deeply any injuries that may have been done in the course of the events that led to this decision. I would say only that if some of my Judgments were wrong, and some were wrong, they were made in what I believed at the time to be the best interest of the Nation. "(NOT REALLY AN APOLOGY)

Steps of RecoveryStep one > Resignation of Nixon

Step two > Ford takes office

Step three > Pardon of Nixon

Strengths and Weaknesses

Euphoria in the American public

Not elected, lacked full support

Press Relations

Ford and the Media

Ford stressed opennessMaking up ground Nixon had lostLacked the time to develop strategies