Michael Turney’s RACE process to describe the public relations process is outlined on the NKU site as follows (2011):
R - Research
A - Action
C - Communication
E - Evaluation
R- Research what actually happened during the incident. This would involve an investigation as well as interviewing the parties involved. After the information is collected, I would research ways that similar situations had been handled in the past to be able to understand tactics that worked and tactics that failed for other organizations.
A - Action - I would make a plan of action to address the incident. This may involve action, or not. Being that Ray Rice was a party involved, I feel that it was best for him to address the issue himself, however the NFL still needed to address their actions that they would take as well.
C - Communication - I would have the owner of Ray Rice’s team as well as Ray Rice himself address the media to be able to speak their parts on the issue- in honesty.
E - Evaluation - I would set my team up to analyze how we handled the situation and figure out if we have anything that was left unaddressed or if anything was misinterpreted by the media.
It is important to keep in mind that this is a constant cycle process. Onces E is completed, R begins again.
Yes, I feel that the NFL’s senior management did have a duty to inform the public. Many kids and teens look up to these players. If they see them acting recklessly, there is a chance they may think it is ok. Now, I am not one to say that media is the cause of violence, however, in some circumstances, children and teens do not have proper role models to show them otherwise.
How can the NFL apply the RACE method to address stakeholders across different social media outlets?
R- Research the available social media platforms, devise a plan to create accounts and make public announcements, research how other organizations are utilizing these outlets and what is working for them and what is not.
A- Devise a plan of action to be able to make public announcements and press releases via social media.
C- Put the action plan into action and use social media as a press release platform. Any time a press release is put out to the media, it is also posted via social media; either written or video.
E- Evaluate and analyze what is working for the organization. Are people responding and interacting in a positive way on these sites? Are people giving feedback that can be used to make a positive impact on the organization?
Turney, Michael (2011). Acronyms for the public relations process. Retrieved: September 24, 2014. From: http://www.nku.edu/~turney/prclass/readings/process_acronyms.html
I think you made some good points about the NFL should handle situations like the Ray Rice incident, and the NFL would have not taken so much criticism if they had done some of these things in a more transparent and timely manner. I disagree with your opinion on the NFL's duty to inform the public, mostly because these situations are very public but have been largely ignored prior to the Rice incident. What makes you think the NFL has a duty to inform the public over the media or the police, and how would you go about this?
ReplyDeleteNice job,
Greg
Greg,
ReplyDeleteThanks for your response. I love that you don't agree with me! This really opens up the opportunity to actually discuss something! I think the NFL has a duty to inform the public because it is their organization that hired the individuals that are taking part in these actions. For organizations that are not high profile and in the spotlight almost 100% of the time, I do not think that this rule applies. The fact is the information is going to come out one way or another, so why not have the NFL tell their side before anyone else has a chance to twist the story around.
Jackie
Jackie,
ReplyDeleteNice job incorporating the RACE strategy throughout your post. I am shocked that the NFL does not have a better crisis management strategy in place to protect its brand and better handle it's high profile athletes. I don't know if I would use social media as the platform for a press release as much as I would recommend using a press conference. I do think it should be part of the plan in terms of addressing public opinion once the information has been officially released.