1. Crisis Relationship Repair Framework (CRRF)
Archeology of a Corporate Apology
2015 ICRC Conference
Accountability, Metrics and Critique
UCF – Orlando, FL
March 3, 2015
J. D. Wallace, Ph. D. Denise P. Ferguson, Ph. D., A.P.R. Robert C. Chandler, Ph. D

2. 2
Crisis Relationship Repair
Framework (CRRF)
Purpose of the CRRF Framework
1. Illuminate effective communication
2. Grounded in sound theories and principles
3. Promote long-term viability
4. Create a reflexive framework

3. 3
Crisis Relationship Repair
Framework (CRRF)
Generative Elements
Theoretical Foundations:
• Situational Crisis Communication Theory (SCCT)
• Social Capital Theory
• Narrative Paradigm Theory
• Excellence Theory
• Image Repair Theory (IRT)
• Shotgun sample
• Small regional and large national practitioner samples

4. 4
Crisis Relationship Repair
Framework (CRRF)
Strategic Overview
Denial
Simple Denial
Shifting Blame
Evading of
Responsibility
Accident
Defeasibility
Good
Intentions
Provocation
Reducing the
Offensiveness
Bolstering
Minimization
Differentiation
Transcendence
Counter Attack
Compensation
Corrective Action Apology
Benoit, 1995; Wallace, Ferguson, & Chandler, 2013
And of course, SILENCE:
No comment
Can neither confirm or deny
Not available at this time
No response to inquiries

5. 5
Crisis Relationship Repair
Framework (CRRF)
Mediating Factors
Different Rhetorical Strategies
Situational Issues
• Accident
• Illegal Activity
• Product Safety
• Social Irresponsibility
Pragmatic Issues
• Is the strategy likely to be used?
• Is it effective?
Ethical Issues
Catalytic Audiences

6. 6
Crisis Relationship Repair
Framework (CRRF)
Which Strategy is best?
15 Strategies
4 Situations
2 pragmatic issues
1 ethicality issue
3 different audiences
15 x4x3x3=540 possibilities to
determine the answer

7. 7
Crisis Relationship Repair
Framework (CRRF)
Simplifying the Complexity of Crisis Responses
FOR MOST ORGANIZATIONS IN CRISIS
DO DON’T NEVER
Corrective
Action
Defeasibility Accident
Compensation Minimization Provocation
Apologize Good Intentions Counter Attack
Bolstering* Differentiation Blame Shift
Transcendence Silence
Simple Denial

8. 8
Crisis Relationship Repair
Framework (CRRF)
Corporate
High-Traction Response Strategies
FOR HEALTHY BUSINESS ENVIRONMENTS
DO DON’T NEVER
Corrective
Action Transcendence Accident
Compensation Good Intentions Provocation
Apologize Minimization Blameshift
Bolstering* Defeasibility Silence
Counter Attack Simple Denial
Differentiate

9. 9
Crisis Relationship Repair
Framework (CRRF)
Corporate “Accidents” and Confusion
CONFUSED STRATEGIES
DO DON’T NEVER
Corrective
Action Minimization Provocation
Bolstering Compensation Blameshift
Apologize Defeasibility Silence
Transcendence Counter Attack Simple Denial
Good
Intentions Differentiate
Accident

10. 10
Crisis Relationship Repair
Framework (CRRF)
High-Return Response Recommendations
When Businesses are Healthy: Bolstering
When Businesses are in Crisis:
• Corrective action
• Compensation
• Apology

11. 11
Crisis Relationship Repair
Framework (CRRF)
Crisis Relationship Repair Framework
A New Paradigm Shift
• The continual maintenance of
organization-public relationships and
corporate reputation through transparent
communication with constituents at all
times
• Ethical performance and communication
are keys to repair of reputation and
maintaining the organizational brand

12. 12
Crisis Relationship Repair
Framework (CRRF)
Public Relations is Relationship Management
Crisis Relationship Repair Framework
• Organizations should seek to build strong,
lasting relationships with their publics
• The organization’s interactions with publics
require constant care prior to, during, and
after a crisis
• Genuine expressions of concern build trust
• Public trust maximizes organizational viability