James

Reputation Management: A Qualitative & Quantitative Analysis Of The Effective Use
Of Reputation Management Techniques When Face With !"isis #ituations $ncluing

The !onst"uction An %aliation Of A Meia $ne& Fo" F"aming Tones $n !"isis
#ituations
'a"(a"a M) Mille"
Thesis su(mitte to the #chool of *ou"nalism at West %i"ginia Unive"sity in pa"tial
fulfillment of the "equi"ements fo" the eg"ee of
Maste" of #cience
in
*ou"nalism
Te""y Wimme"+ ,h)-)+ !hai"
R) $van ,innell+ ,h)-)
.eo"ge Espe"+ ,h)-)
'"ian R) ,atte"son+ ,h)-)
#chool of *ou"nalism
Mo"ganto/n+ West %i"ginia
0112
3ey/o"s: ,u(lic Relations+ Reputation Management+ Meia F"aming+ Agena #etting
!opy"ight 0112 'a"(a"a M) Mille"
A'#TRA!T
Reputation Management: A Qualitative & Quantitative Analysis of the Effective Use of
Reputation Management Techniques When Face With !"isis #ituations $ncluing the
!onst"uction an %aliation of a Meia $ne& fo" F"aming Tones in !"isis #ituations
'a"(a"a M) Mille"
While co"po"ate image has long (een e&amine in pu(lic "elations+ c"isis
management an "eputation management a"e "elatively ne/ a"eas of stuy) This p"o4ect
e&amines the simila" concepts of image an "eputation+ an outlines t"aitional theo"ies
of image th"ough the mo"e "ecent concepts of "eputation management)
The focus of the "esea"ch is on co"po"ations5 effective an ineffective use of
"eputation management techniques) This is evaluate th"ough a qualitative content
analysis of seve"al c"isis situations that e&amines the "esulting meia tone to/a"s the
company in c"isis)
The "esea"ch also attempts to p"ovie quantitative evience in suppo"t of the
finings of the qualitative analysis) -ue to the limite amount of quantitative "esea"ch on
c"isis management an "eputation management+ as /ell as the lac6 of a quantitative
metho fo" e&amining meia f"aming+ this stuy evelope an analy7e a meia ine&
fo" f"aming tones fo" the pu"pose of evaluating effective an ineffective c"isis
management)
!O8TE8T#
A!38OW9E-.EME8T#:::::::::::::::::::::) v
!hapte"
1. $8TRO-U!T$O8:::::::::::::::::::)) ;
.oals of the #tuy an Resea"ch Questions
2. 9$TERATURE RE%$EW::)::::::::::::::)) 2
,ART $) T<E E%A9UAT$O8 OF E==O8 & T>9E8O9 $8 RE#,O8#E TO
!R$#$# #$TUAT$O8#
3. A QUA9$TAT$%E #TU-> OF T<E EFFE!T$%E U#E OF RE,UTAT$O8
MA8A.EME8T TE!<8$QUE# W<E8 FA!E- W$T< !R$#$#
#$TUAT$O8#:::::::::::::::::::::: 0?
<ypothesis:::::::::::::::::::::: 0?
Methoology::::::::::::::::::::: 0?
-iscussion:::::::::::::::::::::: 0@
E&&on::::::::::::::::::::: 0A
Tylenol::::::::::::::::::::) 2?
4. !O8#TRU!T$O8 A8- %A9$-AT$O8 OF A ME-$A $8-E= FOR
FRAM$8. TO8E# $8 !R$#$# #$TUAT$O8#::::::::: ?0
Resea"ch Question::::::::::::::::::: ?0
Methoology::::::::::::::::::::: ?2
Results:::::::::::::::::::::::)) ??
iii
,ART $$: T<E E%A9UAT$O8 OF F$RE#TO8E & FOR- $8 RE#,O8#E TO !R$#$#
#$TUAT$O8#
5. A QUA9$TAT$%E #TU-> OF T<E EFFE!T$%E U#E OF RE,UTAT$O8
MA8A.EME8T TE!<8$QUE# W<E8 FA!E- W$T< !R$#$#
#$TUAT$O8#::::::::::::::::::::::) ?B
<ypothesis::::::::::::::::::::::) ?B
Methoology:::::::::::::::::::::) ?B
-iscussion::::::::::::::::::::::) ?C
Fi"estone:::::::::::::::::::: ?D
Fo":::::::::::::::::::::: A;
6. !O8#TRU!T$O8 A8- %A9$-AT$O8 OF A ME-$A $8-E= FOR
FRAM$8. TO8E# $8 !R$#$# #$TUAT$O8#
Resea"ch Question::::::::::::::::::: AC
Methoology::::::::::::::::::::: AC
Results:::::::::::::::::::::::)) B1
B) !O8!9U#$O8#::::::::::::::::::::: B;
Appeni&
1. Analy7ing Meia Tone #u"vey::::::::::::::))))))) B?
2. Analy7ing Meia Tone #u"vey Revise:::::::::::: BA
'$'9$O.RA,<>:::::::::::::::::::::: BC
iv
A!38OW9E-.EME8T#
The"e /e"e nume"ous iniviuals that helpe me in the evelopment of this thesis
an in my g"auate stuies) $ /oul fi"st li6e to than6 -") Te""y Wimme"+ #hott !hai" of
*ou"nalism at West %i"ginia Unive"sity5s ,e"ley $saac Ree #chool of *ou"nalism) -")
Wimme" assiste in eve"y facet of this "esea"ch+ an $ since"ely than6 him fo" his
guiance+ patience an inst"uction) $ /oul li6e to than6 all of the faculty an staff in the
#chool of *ou"nalism /ho have guie me in (oth my une"g"auate an g"auate
stuies+ p"ima"ily -") R) $van ,innell /ho has se"ve as an aviso"+ inst"ucto" an f"ien
since (eginning the pu(lic "elations sequence of 4ou"nalism at W%U) Also+ than6s to my
thesis committee fo" you" suggestions an i"ection in the p"epa"ation of this "esea"ch
p"o4ect) Finally+ $ /oul li6e to than6 my family an f"iens /ho assiste in /ays too
nume"ous to list)
v
!<A,TER ;
$8TRO-U!T$O8
While co"po"ate image has long (een e&amine in pu(lic "elations+ c"isis
management an "eputation management a"e "elatively ne/ a"eas of stuy) $n evaluating
effective methoologies fo" "eputation management in c"isis situations+ it is necessa"y to
e&amine the histo"ical pe"spective of image an "eputation ma"6eting an maintenance)
%a"iations on image an "eputation p"ovie a "efe"ence f"ame/o"6 that can (e use to
help evaluate the success o" failu"e of iffe"ent methoologies)
This p"o4ect e&amines the simila" concepts of image an "eputation in co"po"ate
communications+ an outlines t"aitional theo"ies of image ma"6eting th"ough the mo"e
"ecent concepts of "eputation management an maintenance) The p"o4ect p"ovies va"ie
efinitions f"om p"ofessionals an "esea"che"s on va"ious aspects of these theo"ies+ such
as image+ "eputation+ an pu(lic pe"ception)
The focus of the "esea"ch is on co"po"ations5 effective an ineffective use of
"eputation management techniques) This is evaluate th"ough a qualitative content
analysis of seve"al c"isis situations that loo6s at the "esulting meia tone to/a"s the
company in c"isis)
The "esea"ch also attempts to p"ovie quantitative evience in suppo"t of the
finings of the qualitative content analysis) -ue to the limite amount of quantitative
"esea"ch in "ega"s to c"isis management an "eputation management+ as /ell as the lac6
of a quantitative metho fo" e&amining meia f"aming+ this stuy evelope an
analy7e a meia ine& fo" f"aming tones fo" the pu"pose of evaluating effective an
ineffective c"isis management)
;
Research Question
When face /ith c"isis situations+ oes the inco"po"ation of
"eputation management techniques "esult in a mo"e positive meia toneE
0
!<A,TER 0
9$TERATURE RE%$EW
Ove" the last seve"al ecaes+ the"e has (een much lite"atu"e on an iscussions
pe"taining to the concept that (usinesses shoul o mo"e to ma"6et thei" o"gani7ation than
/hat t"aitional ma"6eting techniques have inclue) A pe"vasive thought among many
pu(lic "elations p"ofessionals an those /ho stuy co"po"ate st"ategies is that intangi(le
assets may p"ovie companies /ith a lasting sou"ce of competitive avantage)
;
$n "esea"ching an evaluating the concept of intangi(le assets having an
influence on the (ottom line of a company+ much attention has (een evote to an
o"gani7ation5s image an "eputation) Ove" the past fe/ ecaes+ "esea"che"s have sought
to evaluate simila"ities an iffe"ences (et/een the o"iginal concept of image an
"eputation+ /hat types of communication a"e involve in ma"6eting these intangi(le
assets+ an /hat has p"oven successful)
An o"gani7ation5s "eputation is (ase on Fan imp"ession of pu(lic esteem o" high
"ega" 4uge (y othe"s)G
0
,"evious "esea"ch on "eputation suggests that an o"gani7ation
is hel in high "ega" /hen it is (oth o(se"va(le an t"ust/o"thy)
2
,"io" /o"6 also sho/s
that /hile an o"gani7ation may have a "eputation fo" specific qualities+ such as goo
1 !ha"les Fom("un+ Reputation: Realizing Value from the Corporate Image. H'oston: <a"va" 'usiness
#chool ,"ess+ ;DDAI+ AJ #ee gene"ally+ !ha"les *) Fom("un an Ma"6 #hanley) FWhat5s in a 8ameE
Reputation 'uiling an !o"po"ate #t"ategy)G Academy of Management Journal 2 H;DD1I: @KD)
2 Me""iam We(ste"5s !ollegiate -ictiona"y+ ;1
th
e)+ s)v) F"eputation)G
3 Fom("un+ Reputation: Realizing Value from the Corporate Image+ A)
2
hi"ing p"actices+ "eputation is gene"ally (ase on an ove"all evaluation of an
o"gani7ation)
?
$n 6eeping /ith the iea that an o"gani7ation5s "eputation may (e vie/e as an
asset+
@
the"e has (een a "ecent eme"gence of lite"atu"e conce"ning F"eputation
managementG
A
to the e&tent that an acaemic 4ou"nal+ Corporate Reputation Review, /as
launche in ;DDB+ an a p"actitione" t"ae pu(lication+ Reputation Management, /as
sta"te a yea" late")
While "eputation management is a "elatively ne/ te"m+ much of /hat is involve
in "eputation management has t"aitionally (een classifie as Fpu(lic "elations+G an mo"e
"ecently+ Fco"po"ate communication+G Fco"po"ate "elations+ Fco"po"ate imageG an othe"
simila" te"ms) Fu"the"mo"e+ /o"6 has (een pu(lishe to a"ess the iea that
co"po"ations5 management activities a"e (asically t"aitional pu(lic "elations p"actices
"eefine as "eputation management)
B
,"io" to the "ecent eme"gence of the concept of "eputation management+ "esea"ch
focuse on co"po"ate image) Th"oughout histo"y+ the co"po"ate quest fo" a positive social
4 3ath"yn Theus+ FAcaemic Reputations: The ,"ocess of Fo"mation an -ecay)G u!lic Relation"
Review ;D H;DD2I: 0C;J #ee gene"ally+ Eusang >oon+ <ugh .uffey+ an %ale"ie 3i4e/s6i) FThe Effects of
$nfo"mation an !ompany Reputation on $ntentions to 'uy a 'usiness #e"vice)G Journal of #u"ine""
Re"earch 0B H;DD2I: 0;@K0C)
5 Fom("un+ Reputation: Realizing Value from the Corporate Image+ @KD)
6 #ee gene"ally+ !ha"les Fom("un+ Reputation: Realizing Value from the Corporate Image. H'oston:
<a"va" 'usiness #chool ,"ess+ ;DDAI+ #ee gene"ally+ !ha"les *) Fom("un an Ma"6 #hanley) FWhat5s in a
8ameE Reputation 'uiling an !o"po"ate #t"ategy)G Academy of Management Journal 2 H;DD1I: 022K@DJ
#ee gene"ally+ -ennis '"omley+ Reputation, Image, and Impre""ion Management. HWest #usse&+ Englan:
*ohn Wiley & #ons 9t)+ ;DD2I)
7 *ames <utton et al)+ es)+ FReputation Management: The 8e/ Face of !o"po"ation ,u(lic RelationsEG
u!lic Relation" Review 0B H011;I: 0?C)
?
image focuse on "eactiona"y techniques to efen against negative pu(licity)
C
Many la"ge" (usinesses of the ea"ly t/entieth centu"y (egan to loo6 at /ays to "eplace
t"aitional efensive actions associate /ith (ig (usiness images /ith mo"e p"oactive
means of image enhancement) This ne/ moel fo" co"po"ate image /as 6no/n as a
Fquest fo" a co"po"ate soul)G
D
Eventually+ this FquestG /oul evolve into the concept of co"po"ate image an
"eputation) The (asis fo" image theo"y focuses on the iea that image is actually
ete"mine (y the auiences that "eceive image messages) The"efo"e+ co"po"ate images
a"e not o/ne (y the o"gani7ation)
;1
Much /o"6 on image theo"y also a"esses the /ay in /hich an o"gani7ation5s
image is p"esente to the pu(lic) -e"vin an 8ilan+ in a"essing the situationKgapKuse
moel+
;;
p"esent the iea that messages have to (e "elevant to the "eceive") $n the same
/ay that communication e&changes ta6e place (et/een iniviuals+ o"gani7ations an
thei" auiences shoul (e involve in open ialogues+ "athe" than oneK/ay
8 Rolan Ma"chan+ Creating the Corporate $oul: %he Ri"e of u!lic Relation" and Corporate
Imagery in American #ig #u"ine"". H'e"6eley an 9os Angeles: Unive"sity of !alifo"nia ,"ess+ ;DDCI+ ?)
9 $(i)
10 #ee gene"ally+ !ha"les 'otan+ FA <uman 8atu"e App"oach to $mage an Ethics in $nte"national ,u(lic
Relations)G Journal of u!lic Relation" Re"earch @+ no) 0 H;DD2I: B;KC;J #ee gene"ally+ 9) ."unig+ F$mage
an #ym(olic 9eae"ship: Using Focus ."oup Resea"ch to '"ige the .aps)G Journal of u!lic Relation"
Re"earch @ H;DD2I: D@K;0@)
11 '"ena -e"vin an Michal 8ilan+ F$nfo"mation 8ees an Uses)G Annual Review of Information
$cience and %echnology &' H;DCAI: 0;K00) The situationKgapKuse moel a"esses an iniviual5s nee fo"
info"mation+ o" FsenseKma6ing)G When info"mation is hine"e+ a gap in info"mation is c"eate) The senseK
ma6e" must ("ige the gap in o"e" fo" une"staning to ta6e place)
@
communication campaigns)
;0
Fu"the"+ 9) ."unig asse"ts that since images e&ist /ithin
iniviuals+ co"po"ate image may not (e "eceive as intene)
;2
$n 6eeping /ith concept that an o"gani7ation5s image messages shoul (e vie/e
as a ialog (et/een the o"gani7ation an thei" pu(lics+
;?
an the iea that co"po"ate
image messages may not al/ays (e "eceive (y the pu(lic as intene+
;@
pu(lic
"elations p"ofessionals have continue to see6 successful methos an st"ategies fo"
elive"ing esi"e messages to esi"e pu(lics fo" specific outcomes) These outcomes
inclue image (uiling+ image maintenance+ anLo" image "evitali7ation) App"oaches to
achieve these outcomes inclue: evaluating o(4ectivesJ consie"ing /hat type of image
to p"esent+ i)e) sociallyK"esponsi(le+ envi"onmentallyKf"ienly+ etc)J an maintaining o"
changing pu(lic pe"ception)
;A
Othe" moels evaluate the "elationship (et/een co"po"ate image an the pu(lic)
#tua"t <all5s a"ticulation moel of meaning calls into question the pa"allel concepts of
image an pu(lic)
;B
The a"ticulation moel conceptuali7es co"po"ate image as a
comp"ehensive+ calculate an acciental+ positive o" negative o" iniffe"ent+ pa"tial o"
12 #ee gene"ally+ !ha"les 'otan+ FA <uman 8atu"e App"oach to $mage an Ethics in $nte"national
,u(lic Relations)G Journal of u!lic Relation" ( H;DD2I: B;KC;)
13 9) ."unig+ F$mage an #ym(olic 9eae"ship: Using Focus ."oup Resea"ch to '"ige the .aps)G
Journal of u!lic Relation" Re"earch @ H;DD2I: ;1;)
14 'otan+ FA <uman 8atu"e App"oach+G B;KC;)
15 9) ."unig+ F$mage an #ym(olic 9eae"ship+G ;1;)
16 *oe Ma"coni+ Image Mar)eting: *"ing u!lic erception" to Attain #u"ine"" +!,ective"
H!hicago: 8T! 'usiness 'oo6s+ ;DDAI: ;0K;@)
17 #tua"t <all) FOn ,ostmoe"nism an A"ticulation)G Journal of Communication In-uiry, ;1 H;DCAI:
@1K@2J Ma"y Anne Moffitt+ F!ollapsing an $nteg"ating !oncepts of M,u(lic5 an M$mage5 into a 8e/
Theo"y)G
18 u!lic Relation" Review 01 H;DD?I: ;@DKB1)
A
complete concept a"ticulate to the "eceive")
;C
$mage+ /hich is conceptuali7e as any
opinion+ attitue+ o" feeling a(out an o"gani7ation at any given time+ may (e positive o"
negative in "ega"s to the o"gani7ation at the same time)
;D
Fo" e&ample+ the pu(lic may
vie/ favo"a(ly an o"gani7ation5s cha"ita(le /o"6 /hile+ at the same time+ isapp"oving of
thei" stance on a political issue)
$t is gene"ally accepte in <all5s a"ticulation moel+ an othe" image theo"y+ that
an o"gani7ation see6s to p"o4ect an image to its pu(lic) The"efo"e+ the pu(lic is impo"tant
to an o"gani7ation)
01
These concepts have t"aitionally (een vie/e as autonomous+ (ut
/ith an easily "ecogni7a(le i"ect "elationship) Anothe" moel p"oposes that pu(lic an
image (e collapse into the same moel+ the "eceive"Limage pu(lic moel)
0;
The (asis fo" the "eceive"Limage pu(lic moel is the concept that image an
pu(lic a"e inhe"ently (oun /ith each othe"+ an that an iniviual can move f"om one
pu(lic to anothe" almost momenta"ily)
00
With this in min+ the pu(lic "elations
p"ofessional must ta"get multiple messages to each mem(e" of its pu(lics+ t"eating
mem(e"s of these pu(lics also as iniviuals)
02
This moel suggests that othe" cultu"al+
histo"ical+ an pe"sonal facto"s out of the cont"ol of the o"gani7ation a"e equally as
18 $(i)
19 $(i)
20 $(i)
21 Ma"y Anne Moffitt+ F!ollapsing an $nteg"ating !oncepts of M,u(lic5 an M$mage5 into a 8e/
Theo"y)G
u!lic Relation" Review 01 H;DD?I: ;@DKB1)
22 $(i+ ;A1)
23 $(i+ ;A1)
B
impo"tant as the "ole of the o"gani7ation in ete"mining its o/n image an efining its
pu(lics)
0?
$n cont"ast to <all5s multiimensional app"oach to image+ the mo"e "ecent thought
on "eputation iffe"entiates (et/een the concepts of image an "eputation)
0@
While image
"eflects an association to an o"gani7ation5s ("an o" company ientity+ such as the image
of lu&u"y /ith Rolls Royce+ an o"gani7ation5s "eputation "eflects an ove"all 4ugment on
/hethe" the o"gani7ation is hel in high "ega")
0A
$mage an "eputation can function
inepenently of one anothe") An o"gani7ation may p"omote a iffe"ent image in a
pa"ticula" campaign+ though the "eputation "emains the same) Fo" e&ample+ #ea"s5
F!ome #ee the #ofte" #ie of #ea"sG campaign p"omote a iffe"ent image+ though thei"
company "eputation "emaine the same) On the othe" han+ an o"gani7ation5s "eputation
may (e alte"e /ithout affecting thei" image) A "estau"ant may (e a(le to maintain its
image as a place fo" elegant ining even /hile thei" "eputation may (e affecte (y not
pa"ticipating in a cha"ity event)
0B
Also+ it has (een ifficult to fin a consensus efinition among theo"ists an
"esea"che"s of co"po"ate "eputation) !o"po"ate "eputation has p"eviously (een thought of
as a consensus 4ugment on pe"ception (y sta6ehole"s of an o"gani7ation as to ho/ /ell
24 $(i+ ;A0)
25 Allen Weiss+ E"in Ane"son+ an -e(o"ah Mac$nnis+ FReputation Management as a Motivation fo" #ales #t"uctu"e -ecisions)G Journal of Mar)eting ./ H;DDDI: BAJ #ee gene"ally+ 3ath"yn Theus+ FAcaemic Reputations: The ,"ocess of Fo"mation an -ecay)G u!lic Relation" Review ;D H;DD2I: 0BBK
D0)
26 Weiss+ Ane"son+ an Mac$nnis+ FReputation Management as a Motivation fo" #ales
#t"uctu"e -ecisions+G Journal of Mar)eting ./ H;DDDI: BA)
27 Weiss+ Ane"son+ an Mac$nnis+ FReputation Management as a Motivation fo" #ales
#t"uctu"e -ecisions+G Journal of Mar)eting ./ H;DDDI: BA)
C
the o"gani7ation has met the emans an e&pectations of the o"gani7ational
sta6ehole"s+ /he"e sta6ehole"s a"e efine as Fany g"oup o" iniviual /ho can affect
o" is affecte (y the achievement of the o"gani7ation5s o(4ectives)G
0C
Moving into "eputation management as a theo"y+ Fom("un efines co"po"ate
"eputation as an Fove"all estimation in /hich a company is hel (y its constituents)G
0D
The"efo"e+ co"po"ate "eputation "eflects the ove"all "eaction to an o"gani7ation (y its
va"ious pu(licsNemployees+ clients+ community+ etc)
21
Reputation theo"y inco"po"ates
seve"al facto"s that cont"i(ute to co"po"ate "eputation+ incluing co"po"ate c"ei(ility)
2;
$n (uiling+ sustaining+ an efening a "eputation+ an o"gani7ation shoul follo/ the
p"actice of shaping a unique ientity an p"o4ecting a cohe"ent an consistent set of
images to the pu(lic)
20
As people a"e (ecoming mo"e civicKmine+ politically co""ect+ an
envi"onmentally a/a"e+ it is g"o/ing mo"e impo"tant fo" o"gani7ations to focus on thei"
co"po"ate "eputations)
22
Fom("un uses a num(e" of e&amples to emonst"ate the ove"all
impact "eputation can have on an o"gani7ation) Fo" e&ample+ 9onon5s !onnaught hotel+
thought (y many to (e the /o"l5s most e&clusive+ neve" ave"tises an ma6es eve"y
attempt to avoi pu(licity+ yet the hotel stays continually (oo6e) $ts "eputation fo"
28 R) E/a" F"eeman+ $trategic Management: A $ta)eholder Approach. HMa"shfiel+
MA: ,itman+ ;DC?I: A?)
29 !ha"les Fom("un+ Reputation: Realizing Value from the Corporate Image. H'oston: <a"va"
'usiness #chool ,"ess+ ;DDAI+ 2B)
30 $(i)
31 $(i+ 2)
'usiness #chool ,"ess+ ;DDAI+ A)
33 $(i+ ?)
D
e&clusivity has also (ecome one of the founing "easons fo" thei" success)
2?
9i6e/ise+
8e/ >o"65s Fische" T"avel Ente"p"ise+ /hich speciali7es in lu&u"y an e&otic t"avel+ has a
"eputation fo" e&clusivity) Though the company ist"i(utes (usiness ca"s /ith only the
agency5s name an a"ess+ the (usiness continues to g"o/)
2@
$n emonst"ating the ove"all effect "eputation can have on an o"gani7ation+ Fom("un
e&plains ho/ even a (a "eputation can gene"ate success+ if a negative image is
the ove"all goal)
2A
$n a stuy of the MafiaKcont"olle /aste isposal inust"y in 8e/
>o"6+ the p"osecution of "ac6etee"s actually ae to the negative "eputation of the
inust"y+ thus ete""ing honest (usiness people f"om attempting to ente" the inust"y an
inc"easing the p"ofita(ility of o"gani7e c"ime) While it may (e an unpleasant outcome+
the e&ample suppo"ts the vie/ that "eputation may se"ve as a sou"ce of competitive
avantage)
2B
Fom("un also esta(lishes the concept of "eputational capital+ a fo"m of intangi(le
/ealth that is closely "elate to F("an equity)G
2C
'asically+ ("an equity is the iea that
a company5s "eputation is e"ive f"om its ientity an can actually esta(lish a
34 $(i+ 0)
35 $(i+ ;K0)
36 $(i+ ?K@)
'usiness #chool ,"ess+ ;DDAI+ ?K@)
38 $(i+ ;;)
;1
competitive avantage against "ivals)
2D
Reputation+ the"efo"e+ shoul (e a facto" /hen
evaluating a company5s (ottom line)
?1
Reputation theo"y p"oposes that once a favo"a(le "eputation has (een esta(lishe+
its st"ength must (e maintaine th"ough aitional means) !ompanies that
ea"n a positive "eputation f"om oing something /ell /ill nonetheless continue to (e
4uge (y its pu(lics)
?;
Reputation management is a(out (uiling a soun co"po"ate
"eputation an maintaining the st"ength) $t is a metho of (uiling an then sustaining an
o"gani7ation5s "eputation that /ill "esult in achieving st"ategic an financial o(4ectives)
?0
Acco"ing to Fom("un+ successful "eputation management focuses on the
"eputational auit+
?2
/hich inclues th"ee stages) The fi"st stage inclues an analysis of
the company5s ove"all ientity an image+ ete"mining /hethe" cu""ent pe"ceptions a"e
(eing communicate to the pu(lic) #tage t/o focuses on esta(lishing st"ategies fo" futu"e
communications of the esi"e "eputation) Finally+ stage th"ee see6s to close the gap
(et/een cu""ent an esi"e states in "ega"s to "eputation (y enacting the st"ategies
p"opose in stage t/o)
??
The concept of "eputation management is still a "elatively ne/ iea /ithin the
pu(lic "elations p"ofession an lac6s a consensus opinion on its effectiveness as a
communications function) $n a stuy enliste (y the !ouncil of ,u(lic Relations Fi"ms
39 $(i)
40 $(i+ ;;K;2)
41 $(i)
42 $(i)
43 $(i+ 01A)
'usiness #chool ,"ess+ ;DDAI+ 01CK01D)
;;
an eno"se (y the A"thu" ,age #ociety+ an association of leaing co"po"ate
communication e&ecutives+ a consistent "elationship (et/een co"po"ate communication
spening an "eputation Has measu"e (y 0ortune1" Fmost ami"e companiesG stuy
?@
I
/as not foun) Fu"the" e&amination "eveale that those co"po"ations "an6ing among the
top ;11 of 0ortune1" mostKami"e companies spent less on co"po"ate communication
activities than those that "an6e f"om 01;K211+
?A
p"oviing fu"the" evience fo" a
isc"epancy (et/een "eputation an spening)
9i6e/ise+ some schola"s an p"actitione"s have e&p"esse misgivings a(out
"eputation management as a (usiness function:
The "ise of: F"eputation management+G Fpe"ception managementG an Fimage
managementG appea"s to (e an ominous t"en fo" the fiel+ pa"tly (ecause they have
come into favo" fo" most of the /"ong "easons: the tenency of manage"s /ho lac6
t"aining in pu(lic "elations to thin6 in supe"ficial te"ms li6e FimageG an
Fpe"ceptionGJ the la"ge num(e" of ma4o" pu(lic "elations fi"ms that a"e o/ne (y
ave"tising agencies+ /ho ten to (e mo"e comfo"ta(le /ith such te"msJ an the
esi"e to (u"y the negative connotations of Fpu(lic "elations+G once an fo" all)
?B
Though questions su""ouning "eputation management as a ne/ theo"y in pu(lic
"elations e&ist+ the concept of image maintenance an mo"e "ecently+ "eputation
management+ continues to gain momentum among "esea"che"s an pu(lic "elations
p"ofessionals) #tuies conce"ning ho/ to esta(lish a favo"a(le "eputation+ /hat facto"s
cont"i(ute to "eputation+ an ho/ "eputation management is successfully implemente
45 E"yn '"o/n an 9en A) !osta+ FAme"ica5s Most Ami"e !ompanies)G 0ortune, ; Ma"ch ;DD;+
AC)
46 *ames <utton et al)+ es)+ FReputation Management: The 8e/ Face of !o"po"ation ,u(lic
RelationsEG
u!lic Relation" Review 0B H011;I: 0@0)
47 *ames <utton+ FThe -efinition+ -imensions+ an -omain of ,u(lic Relations)G u!lic Relation"
Review &(+ no) 0 H;DDDI: 010)
;0
an maintaine a"e ongoing) These inclue+ (ut a"e not limite to the amount of meia
e&posu"e+ philanth"opic /o"6+ an "esponse to c"isis situations)
A ;DCC stuy evaluate the "elationship (et/een intense meia e&posu"e an
change in co"po"ate "eputation)
?C
The stuy p"ovies evience that intense neut"al o"
positive meia e&posu"e is associate /ith positive changes in co"po"ate "eputation)
?D
The same stuy implies that ste"eotypes "equi"e la"ge amounts of info"mation (efo"e they
a"e alte"e)
@1
On the same topic+ less fo"mal "esea"ch a"esses the iea that it is mo"e
impo"tant to inc"ease a/a"eness of an o"gani7ation+ such as th"ough meia e&posu"e+ than
to actually change co"po"ate (ehavio" o" (usiness p"actices)
@;
The impact of co"po"ate philanth"opy on "eputation (uiling an maintenance has
also (een a focus of "eputation "esea"ch) A 011; stuy e&amine the e&tent that
philanth"opic /o"6 c"eates po/e"ful an lasting images of social "esponsi(ility)
@0
The
48 #teven 9) Wa"tic6+ FThe Relationship 'et/een $ntense Meia E&posu"e an !hange in
!o"po"ate Reputation)G #u"ine"" 2 $ociety H;DDCI: 22K@1) The stuy focuses on a statistical analysis of
va"ying cha"acte"istics of meia e&posu"e HMEI /hich a"e associate /ith changes in co"po"ate
"eputation H!RI+ /he"e ME is efine as the agg"egate ne/s "epo"ts "elating to a specific company
/ithin a p"esc"i(e pe"io+ an !R "efe"s to the agg"egation of a single sta6ehole"5s pe"ceptions of ho/
/ell o"gani7ational "esponses a"e meeting the emans an e&pectations of many o"gani7ational
sta6ehole"s) %a"ia(les evaluate /e"e a value+ the tone of the total cove"age+ an the topics a"esse
in the cove"age u"ing a t/oK/ee6 pe"io) The sample inclue ?B companies /ith O2D1+111 o" mo"e in
a value /ith va"ying FtonesG of ME)
49 $(i+ ?;)
50 $(i+ ?0)
51 FA/a"eness is Mo"e $mpo"tant than 'ehavio"+ Acco"ing to !ommunicato"s an Ma"6ete"s)G
Communication 3orld H;DD@I ;0 H;I: 2@) The metho use /as a su"vey conucte (y !-' Resea"ch &
!onsulting $nc) in 8e/ >o"6 !ity an Thomas 9) <a""is & Associates) The su"vey /as maile to
co"po"ate communicato"s an ma"6eting p"ofessional in O5-/ye"5s -i"ecto"y of !o"po"ate
!ommunications) The su"vey "eceive a "esponse "ate of ;A pe"cent) E&ecutives /e"e as6e to 4uge the
effectiveness of va"ious aspect of ,R p"og"ams an ientify to /hat eg"ee ,R agencies /e"e successful
in specific aspects of thei" assignments)
52 F"e #ie(e"t+ Theoo"e ,ete"son+ an Wil(u" #ch"amm+ 0our %heorie" of the re"". HU"(ana an
!hicago: Unive"sity of $llinois F"ee ,"ess+ ;DA2I: B?) #ocial "esponsi(ility theo"y focuses on the concept
that the p"ess une" ou" gove"nment is a position of p"ivilege+ an /ith that p"ivilege comes the
"esponsi(ility to p"ovie info"mation that p"omotes the (est inte"est of a emoc"atic society)
;2
"esea"ch suggests that co"po"ate social "esponsi(ility is not me"ely the outcome of actions
ta6en (y companies+ (ut an image p"ouce th"ough social "elationships (et/een
companies an sta6ehole"s)
@2
Anothe" topic of inte"est in "ega"s to "eputation management is its use as a tool
in c"isis situations an quelling "umo"s) Even unsu(stantiate innueno can se"iously
amage a company5s "eputation)
@?
$n the ;DC1s+ it /as "umo"e that ,"octo" & .am(le
/as onating p"ofits to #atanists)
@@
#eve"al yea"s late"+ 9i7 !lai(o"ne /as "umo"e to (e
in colla(o"ation /ith the !hu"ch of #atan)
@A
$n ;DD0+ #napple /as "epo"te to suppo"t the
3u 3lu& 3lan)
@B
Even though they may (e unt"ue+ "umo"s such as these can lea to
p"ouct (oycotts that can se"iously amage a company5s "eputation+ an possi(ly affect
its ma"6et value)
@C
F"ee"ic6 3oening5s Rumor in the Mar)etplace offe"s fou" options that may (e
use in managing a "eputation)
@D
The fi"st option+ to o nothing+ is a cautious app"oach
O"gani7ations as 3ey ,laye"s in the Ma6ing of !o"po"ate #ocial Responsi(ility)G $ociological er"pective" ?? H0I: 022K
253. The case stuy focuse on the !hicago $nitiative+ a city/ie colla(o"ation fo"me afte" the 9os
Angeles "iots to p"event simila" violence) The stuy focuse on a qualitative analysis of ata collecte
f"om Octo(e" ;DD@ to Fe("ua"y ;DDB+ incluing inte"vie/s+ ocumenta"y histo"y+ minutes of tas6 fo"ce
meetings+ memo"anums+ statistics+ an (oune "epo"ts)
'usiness #chool ,"ess+ ;DDAI: ;@B)
55 $(i)
'usiness #chool ,"ess+ ;DDAI: ;@B)
57 $(i+ ;@BK;@C)
58 $(i+ ;@B)
59 F"ee"ic6 3oenig+ Rumor in the Mar)etplace. H-ove"+ Massachusetts: Autumn <ouse
,u(lishing !ompany+ ;DC@I: ;A2K;B;)
;?
use in the hopes that the "umo" /ill F(u"n out)G
A1
This is a typical app"oach /hen an
o"gani7ation feels that "umo"Kcont"ol tactics may (e mo"e amaging than the actual
"umo") This option fea"s "eputation amage ue to unnecessa"y attention to the "umo")
A;
3oening5s secon app"oach involves acting locally as "umo"s (egin to ci"culate)
A0
An e&ample of this 6in of technique is to p"epa"e hanouts fo" company "ep"esentatives to
ist"i(ute to those /ho "epo"t the "umo") The thi" option "ecogni7es that a "umo"
e&ists+ (ut pu(licly ma6es no mention of it)
A2
Rathe"+ a pu(lic "elations campaign
focuse on the opposite sie of the "umo" message is implemente) 3oening5s fou"th
app"oach is to conf"ont the "umo" i"ectly an incite a pu(lic "elations campaign to
counte" the "umo"s effects)
A?
Afte" p"oviing options fo" ealing /ith "umo"s+ 3oening offe"s his opinion on
the (est metho fo" ealing /ith "umo" situations) 3oening states that the Fmost
impo"tant aim shoul (e to en the "umo" fo"cefully+ as completely an as soon as
possi(le)G
A@
<e p"esents the iea that once a false "umo" is encounte"e an "elease to
the meia+ it (ecomes ne/s+ /hich has iffe"ent ynamics than "umo"s)
AA
These
60 $(i+ ;A2)
61 $(i+ ;A2K;A?)
62 $(i+ ;A?K;A@)
63 $(i+ ;A@)
64 F"ee"ic6 3oenig+ Rumor in the Mar)etplace. H-ove"+ Massachusetts: Autumn <ouse
,u(lishing !ompany+ ;DC@I: ;AA)
65 $(i+ ;AB)
66 $(i+ ;ADK;B1)
;@
ynamics inclue t"uth "athe" than hea"say an mo"e "eputa(le methos of t"ansmittal+
such as t"ust/o"thy meia sou"ces)
AB
!ompanies ealing /ith c"isis situations may inco"po"ate aspects of "eputation
management simila" to those that may (e use to ispel "umo"s) $n eithe" situation+
p"oponents of "eputation management "ecommen immeiately conf"onting the issue an+
if necessa"y+ accepting "esponsi(ility fo" /hat has happene)
AC
Fom("un outlines steps in
ealing /ith a c"isis situation th"ough a "eputation management pe"spective incluing
accepting "esponsi(ility+ selecting esteeme leae"s+ isclosing info"mation tho"oughly+
"e(uiling confience+ an "est"uctu"ing fo" c"ei(ility)
AD
As an e&ample of an o"gani7ation that utili7e "eputation management in ealing
/ith a c"isis situation is #alomon '"othe"s+ a leaing Wall #t"eet investment (an6)
B1
$n
;DD;+ #alomon '"othe"s /as among the top th"ee of the leaing fo"ty investment (an6s
g"ante e&clusive "ights to (uy gove"nment secu"ities an influence (on p"icing an
67 $(i+ ;B1)
68 #ee gene"ally+ !ha"les Fom("un+ Reputation: Realizing Value from the Corporate Image.
H'oston: <a"va" 'usiness #chool ,"ess+ ;DDAIJ F"ee"ic6 3oenig+ Rumor in the Mar)etplace. H-ove"+
Massachusetts: Autumn <ouse ,u(lishing !ompany+ ;DC@I: ;AAK;B1J William 9) 'enoit+ Account",
45cu"e", and Apologie": A %heory of Image Re"toration. HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+
;DD@I: B;KB?)
'usiness #chool ,"ess+ ;DDAI: 2C0) The follo/ing ta(le outlines the steps involve in "eputation
"esto"ation:
70 #tep ;: Ta6e immeiate an pu(lic "esponsi(ility fo" /hat happene)
#tep 0: !onvey conce"n to all sta6ehole"s)
#tep 2: #ho/ full an open coope"ation /ith autho"ities) #tep ?:
Remove all negligent incum(ent manage"s)
#tep @: Appoint c"ei(le leae"s that "ep"esent all inte"ests)
#tep A: -ismiss supplie"s an agents tie to the incum(ent manage"s) #tep B:
<i"e inepenent investigato"s+ accountants+ counsel+ ,R) #tep C: Reo"gani7e
ope"ations to ensu"e g"eate" cont"ol)
#tep D: Esta(lish st"ict p"oceu"es)
#tep ;1: $entify an ta"get the p"actices that stimulate inf"actions) #tep ;;:
Revise inte"nal p"actices an pay systems)
#tep ;0: Monito" compliance)
71 $(i+ 2A0K2C@)
;A
"esale p"icing) While T"easu"y "ules limit each (ie" to acqui"ing no mo"e than 2@
pe"cent of the issue+ #alomon5s gove"nment (on es6 continuously igno"e this "ule+ at
times illegally cont"olling mo"e than @1 pe"cent of an issue at auctions th"ough false
(is f"om clients) Afte" /o" (egan to sp"ea /ithin the o"gani7ation a(out the phony
(is+ #olomon amitte pu(licly that it ha place illegal (is in auctions in gove"nment
secu"ities) #oon afte"+ #alomon /as cha"ge face /ith ?A la/suits incluing f"au+
violations of #E! "ules+ p"ice manipulation an mis"ep"esentation)
B;
!ompetito"s complaine louly to (oth the pu(lic an the Fee"al Rese"ve an
T"easu"y) Meia cove"age on #alomon '"othe"5s multiplie five times in the months the
c"isis /as "eveale+ most of /hich /as negative) #alomon5s sha"es ec"ease an the
(an6 e&pe"ience a ecline in ma"6et value+ evience of investo" an&iety) 'oth
custome"s an employees /e"e leaving the o"gani7ation)
B0
Though seemingly on thei" /ay to an en+ #alomon5s efense st"ategy
inco"po"ate "eputation management in an effo"t to "esuscitate a ying o"gani7ation) To
(egin+ #alomon accepte "esponsi(ility+ apologi7e fo" thei" imp"op"ieties+ an too6
action (y suspening those "esponsi(le fo" false (is) Esteeme leae"s /ith goo
pe"sonal images /e"e selecte to "eplace those suspene) #alomon isclose canily
an coope"ate fully /ith "egulato"s) $n t"ying to "e(uil pu(lic confience+ a ,R fi"m
/as hi"e an 6ey custome"s /e"e ma"shale to emonst"ate thei" t"ust in #alomon to
othe" p"evious an potential custome"s) !hanges /e"e mae in pe"sonnel+ cont"ol of the
'usiness #chool ,"ess+ ;DDAI: 2A0K2A@)
'usiness #chool ,"ess+ ;DDAI: 2B;K2B@)
;B
o"gani7ation+ pay systems+ an financial systems) #alomon pai civil fines an amages+
an /as p"aise (y the #E! fo" the /ay they hanle the inf"actions) $n the yea"
follo/ing the scanal+ #alomon '"othe"s5 ea"nings soa"e to an allKtime high)
B2
$mage "esto"ation theo"y fo" c"isis situations+ li6e the one face (y #alomon
'"othe"s in ;DD;+ suggest five st"ategies fo" ealing /ith c"isis+ simila" to those suggeste
fo" "eputation)
B?
While gene"ally not vie/e favo"a(ly+ enial may (e use as an
app"oach /hen ealing /ith c"isis situations) -enial may inclue eithe" an out"ight
enial of an event o" situation o" a shift in (lame)
B@
Othe" image "esto"ation applications that
may (e use in c"isis situations inclue evaing "esponsi(ility an attempts to "euce
the offensiveness of a situation)
BA
Alte"nately+ co""ective action an mo"tification+ the
acceptance of /"ongoing an "equest fo" fo"giveness+ may (e inco"po"ate)
BB
E&&on5s efensive effo"ts in the E&&on %ale7 oil spill inclue seve"al of these
applications) E&&on %ale7 !aptain *oseph <a7el/oo /as fi"e afte" evience of
into&ication su"face) 9i6e/ise+ E&&on chai"man+ 9a/"ence Ra/l F(lame state officials
an the !oast .ua" fo" the elay+ cha"ging:that the company coul not o(tain
immeiate autho"i7ation on the scene to (egin cleaning up the oil spill o" applying a
chemical ispe"sant)G
BC
$n attempts to "euce the offensiveness of the spill+ E&&on5s
73 $(i+ 2B@K2C@)
74 William 9) 'enoit+ Account", 45cu"e", and Apologie": A %heory of Image Re"toration.
HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+ ;DD@I: B;KC0)
75 $(i+ B@KBA)
HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+ ;DD@I: BAKBC)
77 $(i+ BDKC0)
78 *ay Matthe/s an !ass ,ete"son+ FOil Tan6e" !aptain Fi"e Afte" Failing Alcohol TestJ E&&on
'lames .ove"nment fo" !leanup -elay+G 3a"hington o"t+ 21 Ma"ch ;DCD+ sec) A;)
;C
chai"man o/nplaye the ove"all effects on Alas6a5s /illife an ocean life)
BD
Ave"tising in seve"al ne/spape"s ca""ie a lette" f"om the chai"man that mae fou"
points+ incluing E&&on5s s/ift action to minimi7e the effects of the oil spill an thei"
commitment an eication to cleanKup effo"ts) $n "eality+ only ?+111 of the 0?1+111
(a""els spille ha (een "ecove"e five ays afte" the spill)
C1
Evience suggests that E&&on5s "eputation /as amage ue to the image
"esto"ation techniques use to manage this c"isis situation) Mo"e than ;C+111 E&&on
custome"s /e"e "epo"te to have "etu"ne thei" E&&on c"eit ca"s+
C;
/hile si&
envi"onmental an consume" g"oups p"opose (oycotts of E&&on p"oucts)
C0
,u(lic opinion
polling sho/e t/oKthi"s of the people (elieve E&&on ha not (een coope"ative /ith
gove"nment agencies+ suggesting that attempts (y E&&on to shift (lame /e"e ineffectual)
8e/spape" as that p"omote E&&on5s s/ift+ competent action /e"e appa"ently "e4ecte+
(ecause BB pe"cent of people su"veye (elieve E&&on ha not one
all it coul in clean up effo"ts)
C2
!onve"sely+ *ohnson & *ohnson5s successfully "epai"e Tylenol5s image afte"
seve"al people ie of cyanieKpoisone Tylenol capsules)
C?
While *ohnson & *ohnson
79 'enoit+ Account", 45cu"e", and Apologie": A %heory of Image Re"toration, ;0@)
80 $(i+ ;0AK;0B)
81 Allanna #ullivan+ F,"oteste"s Ove" E&&on <anling of Oil #pill ,lan !onf"ontation at Annual
Meeting+G
3all $treet Journal+ ;B May ;DCD)
82 ,hilip #ha(ecoff+ F#i& ."oups U"ge 'oycott of E&&on+G 6ew 7or) %ime"+ 2 May ;DCD+ sec) A;B)
HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+ ;DD@I: ;0CK;0D)
84 #ee gene"ally+ William 9) 'enoit an *) *) 9insey+ FA"gument #t"ategies: Antiote to
Tylenol5s ,oisone $mageG Journal of the American 0oren"ic A""ociation 02 H;DCBI: ;2AK?A)
;D
neve" pu(licly amitte "esponsi(ility fo" the c"isis+ /ithin ?C hou"s *ohnson & *ohnson
!hai"man *ames 'u"6e (egan ans/e"ing calls on the situation)
C@
!o""ective action /as
also initiate an inclue Tylenol5s int"ouction of tampe"K"esistant containe"s fo" its
p"oucts)
CA
Acco"ing to Fom("un+ co"po"ate "eputation "eflects the ove"all "eaction to an
o"gani7ation (y its va"ious pu(lics)
CB
$n c"isis situations+ this "eaction to an o"gani7ation
may (e the "esult of an o"gani7ation5s institution of "eputation management techniques+
as iscusse /ith E&&on an *ohnson & *ohnson)
CC
One "esea"ch f"ame/o"6 fo" evaluating the effective use of "eputation
management is the "esulting meia f"ame i"ecte to/a"s the company in c"isis) Meia
f"ame+ use (y the meia to convey messages "ega"ing the o"gani7ation+ can influence
the pu(lics5 "eaction to an o"gani7ation+ an the"efo"e thei" "eputation) -esc"i(e (y
William .amson an An"e Moigliani+ the meia f"ame se"ves as Fa cent"al o"gani7ing
iea o" sto"y line that p"ovies meaning to an unfoling st"ip of events) Meia f"ame
suggests /hat the cont"ove"sy is a(out)G
CD
Acco"ing to To .itlin+ meia f"ames o"gani7e iscou"se th"ough the selection+
emphasis+ an e&clusion of pe"sistent patte"ns of cognition+ inte"p"etation+ an
85 Allanna #ullivan an A) 'ennett+ F!"itics Fault !hief E&ecutive of E&&on on <anling Recent
Alas6an Oil #pill)G 3all $treet Journal, 2; Ma"ch ;DCD+ sec) ';)
86 'enoit+ Account", 45cu"e", and Apologie": A %heory of Image Re"toration, ;A0)
'usiness #chool ,"ess+ ;DDAI+ 2B)
88 $(i)
89 William A) .amson an An"e Moigliani+ FThe !hanging !ultu"e of Affi"mative Action+G
Re"earch in olitical $ociology+ 2: ;?2)
01
p"esentation)
D1
-o"is ."a(e" e&plaine F/hen 4ou"nalists choose content an f"ame it+
they a"e const"ucting "eality fo" thei" auiences+ pa"ticula"ly /hen the sto"y conce"ns
unfamilia" matte"s an the"e is no easy /ay to test its accu"acy)G
D;
-aniel 3ahneman an Amos Tve"s6y esc"i(e meia f"aming as the eli(e"ate
ecision (y 4ou"nalists to i"ect an auience5s attention a/ay f"om po"tions of the
info"mation an to/a"s ce"tain aspects of info"mation)
D0
Meia f"ame may also (e
calle giving a sto"y a spin (y ta6ing into account pe"sonal 4ugments+ o"gani7ational an
moality const"aints+ an 4ugments a(out an auience)
D2
#imila"ly+ Ro(e"t M) Entman
e&plaine that f"aming involves the selection of some aspects of a pe"ceive "eality an
ma6ing them mo"e significant than othe"s)
D?
Acco"ing to Entman+ Ff"ames call attention
to some aspects of "eality /hile o(scu"ing othe" elements+ /hich lea auiences to have
iffe"ent "eactions)G
D@
$n "ega"s to e&amining meia f"ames e&ecute (y 4ou"nalists an "eceive (y
auiences+ the"e is not a gene"al consensus in ho/ meia f"ame is+ an shoul (e+ measu"e)
Michael ,a"enti e&plaine that meia f"ame is achieve (y Fthe /ay ne/s is pac6age+ the
amount of e&posu"e+ the placement Hf"ont page o" (u"ie /ithin+ lea sto"y
90 To .itlin+ %he 3orld i" 3atching: Ma"" Media in the Ma)ing and *nma)ing of the 6ew 8eft
H'e"6ley: Unive"sity of !alifo"nia ,"ess+ ;DC1I+ B)
91 -o"is ."a(e"+ F!ontent an Meaning: What5s $t All A(outEG American #ehavioral $cienti"t 22+
no) 0 H;DCDI: ;?B)
92 -aniel 3ahneman an Amos Tve"s6y+ F!hoices+ %alues+ an F"ames+G American "ychologi"t 2D
H;DC?I+ 2?;K2@1)
93 W) Russell 8euman+ Ma"ion R) *ust+ an Ann 8) !"igle"+ Common 9nowledge: 6ew"
and the Con"truction of olitical Meaning H!hicago: Unive"sity of !hicago ,"ess+ ;DD0I+ ;01)
94 Ro(e"t M) Entman+ FF"aming: To/a" !la"ification of a F"actu"e ,a"aigm+G
Journal of Communication ?2+ no) ? HAutumn ;DD2I: @0)
95 $(i)
0;
o" lastI+ the tone of p"esentation Hsympathetic o" slightingI+ the healines an photog"aphs+
an+ in the case of ("oacast meia+ the accompanying visual an auito"y
effects)G
DA
When iscussing the "elia(ility involve in f"ame analysis+ .amson /"ote that
Fit is ifficult:to get aequate "elia(ility /ith such a genotypic catego"y as a f"ame o" a
sto"y line) 'ut (y ientifying the pa"ticula" signatu"e elements fo" a given f"ameNthe
metapho"s+ catchph"ases+ o" othe" sym(olic evices typically use to convey itNit is
possi(le to fin phenotypic e&p"essions that can (e "elia(ly coe)G
DB
96 Michael ,a"enti+ FMethos of Meia Manipulation+G :umani"t, @B H;DDBI+ @)
97 .amson+ W) A)+ F8e/s as f"aming: !omments on ."a(e"+G American #ehavioral $cienti"t+ 22
H;DCDI+
;@D)
00
,ART $
T<E E%A9UAT$O8 OF E==O8 & T>9E8O9 $8 RE#,O8#E TO !R$#$#
#$TUAT$O8#
02
!<A,TER 2
E==O8 & T>9E8O9: A QUA9$TAT$%E #TU-> OF T<E EFFE!T$%E U#E OF
RE,UTAT$O8 MA8A.EME8T TE!<8$QUE# W<E8 FA!E- W$T< !R$#$#
#$TUAT$O8#
Hypothesis
'ase on the lite"atu"e "evie/ of "eputation management theo"y an tactics+ it
is hypothesi7e that inco"po"ating "eputation management tactics /hen face /ith
c"isis situations /ill imp"ove the meia f"aming tone to/a"s the o"gani7ation in c"isis)
Methodology
The methoology use in the follo/ing qualitative "esea"ch is content analyses
of ma4o" ne/spape" cove"age of the E&&on %ale7 oil spill an the ;DCA Tylenol cyanie
contaminations) The "esea"ch attempts to ete"mine the gene"al meia f"aming tone of
E&&on an Tylenol in "esponse to thei" c"isis situations)
The "esea"ch focuses on the top five ci"culating ne/spape"s /ithin the Unite
#tates+ incluing the 6ew 7or) %ime"+ 3a"hington o"t+ 8o" Angele" %ime"+ *$A %oday+
an Chicago %ri!une) $n o"e" to ete"mine an ove"all initial meia f"ame+ as /ell as a
meia f"ame ove" time+ the "esea"ch /as limite to f"ontKpage a"ticles pe"taining to
E&&on o" Tylenol /ithin these pu(lications ove" a t/oK/ee6 pe"io follo/ing the
announcement of the c"isis)
The selection of the E&&on %ale7 oil spill an the ;DCA Tylenol cyanie
contaminations is (ase on the fact that /hile (oth "eceive /iesp"ea meia cove"age fo"
the co"po"ate catast"ophes+ the "esponses (y E&&on an Tylenol /e"e ma"6ely
0?
iffe"ent) While Tylenol immeiately institute "eputation management techniques+
incluing acceptance of "esponsi(ility fo" the event+ a clea" emonst"ation of conce"n an
effective co""ective action+
DC
E&&on i not immeiately inco"po"ate these techniques+ if at all in some situations)
Discussion
This "esea"ch etails a qualitative content analysis e&amining the meia
conte&tual f"ame in "ega"s to the use of "eputation management techniques in c"isis
situations) The th"ee techniques analy7e inclue an acceptance of "esponsi(ility fo" the
c"isis+ a emonst"ation of conce"n fo" the impacte community+ an co""ective action)
DD
The focus of the stuy is f"ontKpage ne/spape" cove"age of the E&&on %ale7 oil spill
an the TylenolKcyanie tampe"ings fo" a t/oK/ee6 pe"io follo/ing the initial c"isis
announcement)
The ne/spape"s analy7e /e"e the top five ci"culating ne/spape"s in the
Unite #tates+ an inclue the 6ew 7or) %ime"+ 8o" Angele" %ime"+ Chicago %ri!une+
3a"hington o"t+ an *$A %oday) The *$A %oday ha no f"ontKpage a"ticles fo" the
Tylenol event an /as the"efo"e not inclue in the content analysis fo" Tylenol)
This "esea"ch suggests seve"al finings in "efe"ence to note "eputation
management techniques) This "esea"ch suggests that an immeiate inco"po"ation of these
techniques (y topKlevel management in "esponse to the c"isis "esults in a mo"e positive
'usiness #chool ,"ess+ ;DDAI: 2C0 an William 9) 'enoit+ Account" 45cu"e", and Apologie": A %heory of
Image Re"toration HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+ ;DD@I: ;A0)
99 $(i)
0@
meia f"aming tone) Alte"nately+ a slo/+ ineffective o" lo/Klevel management
inco"po"ation of these techniques "esults in a mo"e negative meia f"aming tone) Also+
once a positive o" negative meia tone in "ega"s to the company is evelope+ the meia
ten to stay /ith that tone+ "ega"less of /hethe" "eputation management techniques a"e
institute)
E&&on
$n "esponse to the E&&on %ale7 oil spill+ E&&on5s acceptance of "esponsi(ility fo"
the event (egan /ith an ove"all neut"al meia f"aming tone+ /hich soon (ecame negative
afte" sou"ces (egan shifting (lame fo" the spill an the ineffective cleanup) This negative
tone continue fo" the "emaine" of the pe"io analy7e)
The initial ays of the spill /e"e f"ame /ith a neut"al tone in "esponse to
the company5s acceptance of "esponsi(ility) Within the fi"st t/o ays+ E&&on (egan
accepting "esponsi(ility+ (ut i so th"ough lo/e" an miKlevel sou"ces+ such as
company spo6esmen an E&&on #hipping !ompany ,"esient+ F"an6 $a"ossi)
;11
This
"esponse p"ima"ily focuse on a financial acceptance of "esponsi(ility an /as gene"ally
f"ame neut"ally+ as /e"e all a"ticles in the initial t/o ays of the analysis) Fo" e&ample+
/hen a company spo6esman in Ancho"age "ema"6s that the company is Fcu"ious as hellG
;11
Mau"a -olan an Ronal ') Taylo"+ FAlas6a Oil #pill May (e 9a"gest in U)#) Wate"s+G 8o" Angele"
%ime", 0@ Ma"ch ;DCD+ sec) A;J Tama"a *ones an Michael ,a""ish+ FOil #pill !leanup Effo"t in Alas6a
-"a/ing Fi"eJ $nust"y Response !alle #lo/ an $naequateJ !"e/ of Tan6e" Teste fo" Alcohol an
-"ug Use+G 8o" Angele" %ime", 0A Ma"ch ;DCD+ sec) A;J Richa" Maue"+ FAlas6a Aie Assails Oil
$nust"y fo" M$naequate5 Response to #pill+G 6ew 7or) %ime", 0A Ma"ch ;DCD+ sec) A;J *ay Matthe/s+
FUnqualifie 2
"
Mate ,ilote #hipJ E&&on Official -etails Tan6e" ."ouning in Reco" U)#) Oil #pill+G
3a"hington o"t, 0A Ma"ch ;DCD+ sec) A;)
0A
as to ho/ the event happene+ a negative tone coul have easily follo/e)
;1;
<o/eve"+ the
"ema"6 /as follo/e (y a notation that E&&on /as given pe"mission f"om the U)#)
!oast .ua" to vee" f"om fishing lanes+ t"eating the "ema"6 /ith neut"ality)
;10
'y the thi" ay follo/ing the c"isis+ E&&on sou"ces (egan instituting a (lame
shift in "esponse to the spill) $n all of the a"ticles analy7e on the thi" ay of the c"isis+ a
shift in (lame /ithout company acceptance of "esponsi(ility /as note) $n each instance+
(lame fo" the spill /as shifte to the !aptain an c"e/ of the E&&on %ale7) Fo"
e&ample+ E&&on #hipping !ompany ,"esient+ F"an6 $a"ossi e&plains that the !aptain
/as (elo/ ec6 an the thi" mate /as at the helm) <e as that this violates company
policy an fee"al "egulations)
;12
These a"ticles continue to (e f"ame (y the meia /ith
a neut"al tone)
<o/eve"+ (y ay fou" of the c"isis+ a negative tone in "ega"s to acceptance of
(lame (ecomes o(vious) A shift in (lame to the !aptain an c"e/ of the %ale7
continues+ /ith no mention of "esponsi(ility fo" the event) $n one a"ticle+ $a"ossi
comments in "ega"s to the !aptain5s suspecte "in6ing p"o(lem+ F,e"sonally+ /hat
happene five yea"s ago to some(oy is not ge"mane to this accient)G
;1?
This "ema"6 is
follo/e /ith seve"al e&amples of the legal cha"ges that !aptain <a7el/oo face
101 'ill McAlliste"+ FMillions of .allons of Oil #pill into Alas6an #ounJ Waves <ampe"ing !ontainment
Effo"ts+G 3a"hington o"t, 0@ Ma"ch ;DCD+ sec) A;)
102 $(i)
103 !hicago T"i(une Wi"es+ FRules of U)#)+ E&&on %iolate in Oil #pill+G Chicago %ri!une, 0B Ma"ch ;DCD+ sec)
A;)
104 !hicago T"i(une Wi"es+ FFi"m MOve"/helme5 'y Oil #pill !leanup)G Chicago %ri!une, 0C Ma"ch
;DCD+ sec) A;)
0B
"ega"ing alcohol+ incluing an inf"action /ithin the past yea" fo" "iving /hile une" the
influence)
;1@
Within five ays follo/ing the oil spill+ E&&on (egins shifting the (lame fo"
ineffective cleanup effo"ts to the -epa"tment of Envi"onmental !onse"vation+
;1A
the
!oast .ua" an Alas6an officials)
;1B
The meia tone in "esponse to this continue
(lame shift "emains negative) Afte" $a"ossi5s "ema"6s that t/o goo cleanup ays /e"e
misse ue to a lac6 of pe"mission to (egin (u"ning the spill+ the a"ticle e&plains that the
company F/hich is cha"ge (y la/ /ith cleaning up the spills it causes has a(anone
effo"ts to use chemical agents on the spill)G
;1C
This is follo/e /ith info"mation that local
fishe"men+ F/ho have (een enie the oppo"tunity to help clean the spill:finally
/ent on thei" o/n)G
;1D
The a"ticle f"ames E&&on negatively (y "efe"encing E&&on5s legal
"esponsi(ility+ follo/e (y the note a(anonment of this "esponsi(ility) Fu"the" aing
to the negative tone is the autho"5s "efe"ence to local fishe"men+ /ho /e"e finally allo/e
to attempt co""ective action effo"ts on thei" o/n)
;;1
The fi"st topKlevel E&&on sou"ces+ incluing E&&on !hai"man 9a/"ence Ra/l+ o
not appea" until one /ee6 follo/ing the oil spill an continue to shift (lame fo" the spill
an the "esulting cleanup) A full acceptance of "esponsi(ility (y topKlevel management+
105 $(i)
106 Tama"a *ones+ FAlas6ans Rush to #ave #almon A"eas F"om Oil+G 8o" Angele" %ime", 0D Ma"ch ;DCD+ sec)
A;)
107 Timothy Egen+ FFishe"men an #tate Ta6e !ha"ge of Effo"ts to !ont"ol Alas6a #pill+G 6ew 7or) %ime",
29Ma"ch ;DCD+ sec) A;J Rae Tyson an *uy 3een+ FWhite <ouse May Wae in to !lean #pill)G *$A
%oday+ 0D Ma"ch ;DCD+ sec) A;)
108 Egen+ FFishe"men an #tate Ta6e !ha"ge of Effo"ts to !ont"ol Alas6a #pill)G
109 $(i)
110 $(i)
0C
/hich actually came in the fo"m of fullKpage ne/spape" ave"tisements in selecte
national pu(lications+ is not "efe"ence in the a"ticles analy7e until ten ays follo/ing
the spill) $n each a"ticle+ this acceptance of (lame ca""ies a sa"castic meia tone+ pointing
out that E&&on mae these pu(lic statements in the fo"m of ave"tisements) $n one
a"ticle+ the autho" e&plains afte" noting that the apology appea"e in FsomeG ne/spape"s+
that E&&on /oul (ea" the ("unt of the legal "esponsi(ility fo" the oil spill)
;;;
The autho"
as that seve"al suits have al"eay (een file Fcha"ging the company /ith negligence in
the ope"ation of the tan6e" an the "eaction to the spill)G
;;0
The"e a"e aitional
"efe"ences to c"iminal cha"ges facing E&&on+ aing to the negative tone)
;;2
The "emaining a"ticles analy7e o not focus on "esponsi(ility fo" the event+
an the"e is no fu"the" mention of E&&on5s "esponsi(ility fo" the oil spill) A negative
meia f"aming tone in "ega"s to E&&on5s acceptance of "esponsi(ility is continue fo"
the "emaine" of the pe"io analy7e+ incluing "efe"ences to FE&&on5s pu(lic "elations
(eatingG
;;?
an complaints f"om consume"s F/ho feel they a"e paying fo" E&&on5s
negligence)G
;;@
$n "ega"s to E&&on5s emonst"ation of conce"n fo" the community an the
envi"onment+ the meia conte&tual f"ame (egins negative an "emains so th"oughout the
cove"age pe"io analy7e) 'y the secon ay of ne/spape" cove"age analy7e+ E&&on5s
111 Ma"6 ,otts+ FE&&on !onf"onts Reputation #taine (y Oil #pill+G 3a"hington o"t, 2 Ap"il ;DCD+ sec) A;)
112 $(i)
113 $(i)
114 -onal Woutat+ FFlo/ of Oil to #tate RisesJ #o -o .as ,"ices+G 8o" Angele" %ime", ? Ap"il ;DCD+ sec) A;)
115 $(i)
0D
p"ima"y conce"n is focuse on salvaging the ship an the "emaining c"ue oil)
;;A
This
emonst"ation of conce"n fo" company p"ope"ty is f"ame negatively (y follo/ing the
conce"n fo" the ship /ith nume"ous e&amples of the envi"onmental impacts to the a"ea+
incluing a vivi esc"iption of F6ille" /hales an sea lions s/imming in the oilG an
images of FoilKslic6en (i"s an sea otte"s)G
;;B
Aitionally+ effects of the spill a"e minimi7e in the initial ays of cove"age) An
E&&on "ep"esentative is note as saying that the company i not e&pect ma4o"
envi"onmental amage as a "esult of the spill)
;;C
This comment is counte"e /ith
opinions of envi"onmentalists an ma"ine (iologists /ho e&p"esse fea" that the spill
F/oul cause "astic amage to ma"ine life an Alas6a5s fishe"men+G thus i"ectly
cont"aicting E&&on5s minimi7ation of the effects)
;;D
'y the thi" an fou"th ays follo/ing the oil spill+ E&&on (egins to emonst"ate
some conce"n fo" the impacte community) E&&on /o"6e"s a"e esc"i(e as /o"6ing Fin
coope"ation /ith natu"alists+ pilots an (oat /o"6e"sG /ho "ushe to seal off vital fishing
a"eas)
;01
Although this "esponse ca""ies a neut"al tone+ anothe" a"ticle u"ing this pe"io
notes that E&&on has ag"ee to ma6e F"easona(leG payments fo" loss)
;0;
'y using
116 Tama"a *ones an Michael ,a""ish+ FOil #pill !leanup Effo"t in Alas6a -"a/ing Fi"eJ $nust"y Response
!alle #lo/ an $naequateJ !"e/ of Tan6e" Teste fo" Alcohol an -"ug Use+G 8o" Angele" %ime", 0A Ma"ch
;DCD+ sec) A;)
117 $(i)
118 ,hilip #ha(ecoff+ F9a"gest U)#) Tan6e" #pill #pe/s 0B1+111 'a""els of Oil Off Alas6a+G 6ew 7or)
%ime", 0A Ma"ch ;DCD+ sec) A;)
119 $(i)
120 *ay Matthe/s+ FUnqualifie 2
"
Mate ,ilote #hipJ E&&on Official -etails Tan6e" ."ouning in Reco"
U)#) Oil #pill+G 3a"hington o"t, 0A Ma"ch ;DCD+ sec) A;)
121 Richa" Maue"+ FUnlicense Mate Was in !ha"ge of #hip That <it Reef+ E&&on #ays+G 6ew 7or) %ime",
27Ma"ch ;DCD+ sec) A;)
21
quotation ma"6s a"oun F"easona(le+G the autho" invo6es sa"casm an thus a
negative meia f"aming tone)
The meia conte&tual f"ame "emains p"ima"ily negative ove" the ne&t seve"al ays
even in "esponse to some note conce"n fo" the community) $n an a"ticle a /ee6
follo/ing the c"isis+ E&&on officials a"e quote as saying that they a"e Finte"este in the
ieaG of paying to "esto"e amage /illife ha(itats)
;00
Again+ the use of quotation ma"6s invo6es sa"casm an a negative meia f"ame)
Aitionally+ this is follo/e /ith a su(heaing+ F%ague on ,ayment+G /hich enotes
E&&on5s am(iguity as to financial
compensation+ an continues the negative conte&tual f"ame)
;02
Anothe" negatively f"ame a"ticle inclues quotes i"ecte to/a"s E&&on f"om
ang"y "esients+ such as F>ou5"e financially motivate an to hell /ith the Alas6ans+G
an F>ou t"eat Alas6a li6e a thi" /o"l count"y)G
;0?
'y the ninth ay of the ne/spape" cove"age analy7e+ the meia conte&tual f"ame
(ecomes noticea(ly mo"e negative) $n a !hicago T"i(une a"ticle that focuses on the impact to
the envi"onment+ the autho" ma6es "efe"ence to the fact that E&&on !o"po"ation
sai that it initially Fspie no amage to /illife)G
;0@
Th"ough a na""ative esc"iption of
the impact to the envi"onment+ the a"ticle esc"i(es Fcountless fish an hun"es of
(i"s:that c"y mou"nfully in /hat has (ecome an ecological cham(e" of ho""o"s)G This+
122 -avi 9aute"+ F9egally -"un6 #hip5s !aptain Fi"e 'y E&&on+G 8o" Angele" %ime", 2; Ma"ch ;DCD+ sec)
A;)
123 $(i)
124 Tama"a *ones+ FAlas6ans Rush to #ave #almon A"eas F"om Oil+G 8o" Angele" %ime", 0D Ma"ch ;DCD+ sec)
A;)
125 !asey 'u6"o+ FFo" Alas6an Willife+ a MTe""i(le Way to -ie5+G Chicago %ri!une, 0 Ap"il ;DCD+ sec) A;)
2;
ue to the Fslic6+ sy"upy floo of 0?1+111 (a""els of oil that spe/e out of the E&&on
%ale7)G
;0A
The autho" invo6es sa"casm (y aing that F(oies coate /ith oil sin6+ an
the"e a"e no census ta6e"s on the ocean floo")G
;0B
The a"ticle is conclue /ith a quote
f"om an envi"onmental enginee" fo" Alas6a5s conse"vation epa"tment+ negatively
aing+ FThe ecosystem p"o(a(ly is t"ashe fo" ;1 yea"s)G
;0C
The "emaining ays of the cove"age o not i"ectly a"ess any emonst"ation of
conce"n (y E&&on) <o/eve"+ the negative tone in "esponse to E&&on5s emonst"ation of
conce"n+ o" lac6 of+ is continue th"oughout the pe"io analy7e)
9i6e/ise+ E&&on5s co""ective action fo" the spill (egins negative an "emains so
th"oughout the cove"age pe"io analy7e) Even in the initial a"ticles+ co""ective action is
f"ame as (eing slo/ an ineffective) $nclue in the co""ective action effo"ts is the
ispatch of planes f"om '"itish !olum(ia+ !alifo"nia an Englan to (egin ae"ial
sp"aying of oil /ith ispe"sants)
;0D
This is p"esente negatively (y the inclusion of a quote
f"om the "egional i"ecto" of ."een ,eace /ho questione the "easoning (ehin ("inging in
equipment f"om as fa" a/ay as Englan /hen it shoul have (een on han in
Alas6a)
;21
$n a follo/ing a"ticle+ it is note that E&&on actually manufactu"es the ae"ial
ispe"sant to (e use in the cleanup) An envi"onmentalist comments that this /ill (e a
Fsho/case fo" E&&on5s chemical+G sa"castically noting that the oil spill catast"ophe may
126 !asey 'u6"o+ FFo" Alas6an Willife+ a MTe""i(le Way to -ie5+G Chicago %ri!une, 0 Ap"il ;DCD+ sec) A)
127 $(i)
128 $(i)
129 Mau"a -olan an Ronal ') Taylo"+ FAlas6a Oil #pill May (e 9a"gest in U)#) Wate"s+G 8o" Angele"
%ime", 0@ Ma"ch ;DCD+ sec) A;)
130 $(i)
20
se"ve to (enefit an E&&on p"ouct)
;2;
9i6e/ise+ the "ecognition that the ispe"sant is
manufactu"e (y E&&on+ couple /ith the fact that E&&on5s "easoning fo" t"anspo"ting the
ispe"sant f"om such long istances has al"eay (een c"itici7e+ calls into question
E&&on5s motives)
Othe" e&amples of the negative meia f"ame in the initial cove"age inclue a
quote f"om an ang"y fishe"men /ho sai that ;? hou"s afte" the ship hit+ Fthe"e /asn5t
even a 3leene& in the /ate" to sop up the oil+G
;20
an info"mation that contingency plans
fo" oil spills call fo" "eaction /ith five hou"s of the spill)
;22
The "emaine" of the cove"age pe"io continues /ith a negative meia tone in
"esponse to E&&on5s effo"ts) The use of containments (ooms to p"otect sensitive a"eas is
iscounte (y the fact that the (ooms cove" a ;0Ksqau"eKmile mass of floating oil+ /hile a
@1Ksqua"eKmile a"ea containing smalle" slic6s F"emaine f"ee to move /ith the /in an
ties)G
;2?
Effo"ts to s6im the oil+ (u"n it+ o" ilute it /ith a chemical ispe"sant /e"e
elaye ue to the high /insJ ho/eve"+ E&&on5s shift in (lame to the !oast .ua"+ state
officials an the -epa"tment of Envi"onmental !onse"vation fo" slo/ pe"mitting (ecome
the focus of E&&on5s "esponse to the ineffectual co""ective action)
'y the secon /ee6 follo/ing the spill+ E&&on "esponses (egin to (e po"t"aye
as efensive) $n efense of the specific steps outline in the Alyes6a ,ipeline #e"vice
131 ,hilip #ha(ecoff+ F9a"gest U)#) Tan6e" #pill #pe/s 0B1+111 'a""els of Oil Off Alas6a+G 6ew 7or)
132 Tama"a *ones an Michael ,a""ish+ FOil #pill !leanup Effo"t in Alas6a -"a/ing Fi"eJ $nust"y Response
!alle #lo/ an $naequateJ !"e/ of Tan6e" Teste fo" Alcohol an -"ug Use+G 8o" Angele" %ime", 0A Ma"ch
;DCD+ sec) A;)
133 $(i)
134 !hicago T"i(une Wi"es+ FRules of U)#)+ E&&on %iolate in Oil #pill+G Chicago %ri!une, 0B Ma"ch ;DCD+ sec)
A;)
22
!ompany5s oil spill contingency plan Hthe conso"tium of oil companies that manage the
Alyes6a pipelineI+ E&&on5s ,"esient+ 9ee R) Raymon+ says that Fas fa" as E&&on is
conce"ne+ /e feel /e too6 those steps)G
;2@
Equally negative is the f"ame in "esponse to E&&on5s co""ective action to "efloat
the E&&on %ale7 an "emove the "emaining oil) $n one sa"castically f"ame a"ticle ;0
ays follo/ing the spill+ the autho" notes that the %ale7 /as floate Falmost t/o hou"s
ahea of scheule+G an the ship Fthat cause the /o"st spill in 8o"th Ame"ica5s histo"y+
/as t"anspo"te to an oilKfoule islan fo" "epai"s)G
;2A
This a"ticle negatively enotes
E&&on5s a(ility to quic6ly float the sun6en tan6e" in i"ect cont"ast to thei" a(ility to
cleanup the FoilKfouleG a"ea)
Tylenol
$n cont"ast to the negative meia conte&tual f"ame that (egan an continue
th"oughout the cove"age of the E&&on %ale7 oil spill+ *ohnson & *ohnson5s immeiate
an effective institution of "eputation management techniques "esulte in an ove"all
positive meia conte&tual f"ame) This f"aming tone continue th"oughout the cove"age
pe"io analy7e)
The initial ays of cove"age of the Tylenol cyanie tampe"ings inclue (oth an
acceptance of "esponsi(ility fo" the c"isis an a potential (lame shift) <o/eve"+ the (lame
shift is less "ecogni7a(le an is mo"e app"op"iately efine as a efense against the
a"gument that the tampe"ing occu""e u"ing the manufactu"ing o" ist"i(ution of the
135 Ma"6 ,otts+ FE&&on !onf"onts Reputation #taine (y Oil #pill+G 3a"hington o"t, 2 Ap"il ;DCD+ sec) A;)
136 U,$+ FE&&on %ale7 Refloate+G 8o" Angele" %ime", @ Ap"il ;DCD+ sec) A;)
2?
capsules) This efense (y *ohnson & *ohnson !hai"man *ames 'u"6e e&plains that since
the capsules a"e FsafetyKseale+G it is (elieve that the contamination occu""e at a local
level)
;2B
$t appea"s that these "ema"6s+ o"iginally f"ame neut"ally+ a"e mo"e accepte in
Tylenol5s situation (ecause of the topKlevel acceptance of "esponsi(ility)
*ohnson & *ohnson5s acceptance of "esponsi(ility inclues the amission (y the
company that it is not 6no/n if the t/o (ottles /e"e eve" sto"e in the same place)
;2C
Aitionally+ the company concees that cyanie may (e use fo" quality cont"ol testing
pu"poses)
;2D
These "esponses a"e eithe" p"esente neut"ally+ /ithout aitional follo/Kup
info"mation to a"ess the potential "esponsi(ility+ o" positively /ith aitional
info"mation an opinions to co""o(o"ate the (elief that the tampe"ing occu""e at a local
level)
;?1
Afte" it /as iscove"e that the t/o contaminate (ottles /e"e sent to the same
ist"i(ution cente"+ *ohnson & *ohnson !hai"man 'u"6e again ma6es a pu(lic amission
of potential "esponsi(ility)
;?;
Anothe" a"ticle notes that /hen as6e at a ne/s confe"ence
/hethe" he thought a fo"me" employee /as "esponsi(le+ !hai"man 'u"6e "eplies+ FWe
honestly on5t 6no/ if that5s the case at all) This investigation is going to (e a(solutely
,amela #he""o+ FTylenol #ca"e Th"eatens Re(oun+G Chicago %ri!une, ;0 Fe("ua"y ;DCA+ sec) A;J
'o( -"ogin+ FTylenol -eath !alle $solateJ 'ut #to"es in 2? #tates ,ull 'ottles Off #helves+G 8o" Angele"
%ime", ;0 Fe("ua"y ;DCA+ sec) A;)
138 A,+ FTylenol 'an Wiens Afte" 0
n
Tainte *a" is Foun+G 8o" Angele" %ime", ;? Fe("ua"y ;DCA+ sec) A;)
139 Michael 8o"man+ F0- Tainte 'ottle of Tylenol Foun (y $nvestigato"s+G 6ew 7or) %ime", ;?
Fe("ua"y ;DCA+ sec) A;)
140 A,+ FTylenol 'an Wiens Afte" 0
n
Tainte *a" is Foun+G 8o" Angele" %ime", ;? Fe("ua"y ;DCA+ sec) A;J
Michael 8o"man+ F0- Tainte 'ottle of Tylenol Foun (y $nvestigato"s+G 6ew 7or) %ime", ;? Fe("ua"y ;DCA+ sec)
A;)
141 ,hilip 9ent7+ F$llinois *oins 'an on Tylenol !apsules+G Chicago %ri!une, ;@ Fe("ua"y ;DCA+ sec) A;)
2@
massive at all levels) All employee "eco"s a"e (eing e&amine)G
;?0
This a"ticle f"ames
*ohnson & *ohnson an !hai"man 'u"6e as coope"ative an /illing to assist in any /ay
possi(le+ "ega"less of /hethe" the (lame may fall on the o"gani7ation) $t is also note that
*ohnson & *ohnson p"ovie investigato"s /ith employee "eco"s an othe" ata+ an
4oine /ith the F-A in analy7ing 011+111 capsules)
;?2
This acceptance of potential (lame is inclue in seve"al of the "emaining a"ticles+
although this is p"ima"ily in "esponse to the investigation) The investigation an official
place of (lame is po"t"aye (oth neut"ally an positively to/a"s Tylenol fo" the
"emaine" of the pe"io) A"ticles note as having a neut"al f"ame p"ima"ily inclue an
even iscussion of "esponsi(ility (et/een (oth a"eas of thought+ tampe"ing at the local
level an the possi(ility of an insie 4o() Fo" e&ample+ a Chicago %ri!une a"ticle
mentions in the opening pa"ag"aph that the cyanie in the t/o (ottles appa"ently came
f"om the same sou"ce+ /hich /oul i"ect (lame to the local level+ ho/eve"+ the a"ticle
as that the safety seals "emaine intact+ p"oviing evience fo" tampe"ing at the
manufactu"e" o" ist"i(uto")
;??
A"ticles note as having a positive f"ame efe" most of the "esponsi(ility to
tampe"ing at a local level+ an allo/ fo" most of the commenta"y to come f"om Tylenol) $n
a 6ew 7or) %ime" a"ticle+ the autho" elves into the possi(ility of a copycat 6ille" o"
142 *ohn *) .olman an Ma"lene !imons+ FAgencies ,u"sue Massive ,"o(e of Tylenol ,oisoningG 8o"
Angele" %ime", ;@ Fe("ua"y ;DCA+ sec) A;)
143 *ohn *) .olman an Ma"lene !imons+ FAgencies ,u"sue Massive ,"o(e of Tylenol ,oisoningG 8o"
144 ,hilip 9ent7+ FC #tates 'an Tylenol !apsules+G Chicago %ri!une, ;@ Fe("ua"y ;DCA+ sec) A;)
2A
single pe"son using t/o iffe"ent samples to poison)
;?@
$n "esponse to *ohnson &
*ohnson saying that they (elieve a small amount of cyanie /as 6ept at (oth facto"ies+
the a"ticle immeiately follo/s /ith info"mation that the chemical p"ofile of the
cyanie use fo" testing in the inust"ial p"ocess an the cyanie that 6ille the victim
/e"e iffe"ent+ shifting (lame f"om Tylenol) Tylenol is f"ame positively as accepting
potential "esponsi(ility an /o"6ing in coope"ation /ith autho"ities)
$n the final ays of the cove"age analy7e+ *ohnson & *ohnson5s !hai"man 'u"6e
amits that the company cannot gua"antee consume"s a(solute safety) This acceptance of
"esponsi(ility "esulte in the co""ective action to "emove all capsule p"oucts an is
f"ame positively (y the meia) $nclue in one a"ticle is a quote f"om a p"ofesso" at
M$T that F*ohnson & *ohnson has gone (eyon the call of p"otecting its p"oucts:F"om
all the seals that /e"e put on the pac6ages to thei" "ecent announcement to stop ma6ing
capsules+ they5ve met all the "equi"ements)G
;?A
$n "ega"s to Tylenol5s emonst"ation of conce"n fo" the community effecte (y
the c"isis+ the meia f"ame (egan neut"al+ (ecame positive an "emaine that /ay+ as a
"esult of the clea" an "epeate conce"n emonst"ate (y top e&ecutives of the company)
To (egin+ on the ay afte" the cyanieKlace Tylenol eath /as iscove"e+
*ohnson & *ohnson immeiately esta(lishe a toll f"ee num(e" fo" the pu(lic to call /ith
145 Michael 8o"man+ F0- Tainte 'ottle of Tylenol Foun (y $nvestigato"s+G 6ew 7or) %ime", ;?
146 ,amela #he""o+ F*ohnson & *ohnson5s -ecision 9ast Wee6 to #top Ma6ing 8onK,"esc"iption+G
Chicago %ri!une, 02 Fe("ua"y ;DCA+ sec) A;J
2B
questions o" info"mation)
;?B
$n (oth a"ticles+ the meia f"ame is neut"al as the num(e" is
p"ovie /ithout aitional commenta"y)
Othe" initial emonst"ations of conce"n inclue the company5s consume" aviso"y
not to use Tylenol capsules fo" the ne&t seve"al ays+
;?C
not to use Tylenol p"oucts /ith
the same (atch num(e" as the contaminate p"ouct+
;?D
an the announcement of a
O;11+111 "e/a" fo" info"mation leaing to the a""est an conviction in the case)
;@1
$n
each instance+ *ohnson & *ohnson5s emonst"ation of conce"n is p"esente neut"ally (y
the meia /ithout aitional follo/Kup info"mation)
'y the si&th ay follo/ing the Tylenol eath+ the meia (egin to "eflect a positive
f"ame in "esponse to *ohnson & *ohnson5s emonst"ation of conce"n fo" the community)
*ohnson & *ohnson !hai"man 'u"6e announces that the company /ill give a "efun o"
ne/ (ottle of Tylenol ta(lets to any consume" /ho /ishes to e&change the capsules)
;@;
This is f"ame positively (y aing that consume"s nee not have a "eceiptJ *ohnson &
*ohnson /ill ta6e Fconsume"s /o" fo" it)G
;@0
This positive f"ame is continue th"oughout the "emaine" of the pe"io analy7e
as *ohnson & *ohnson continues to emonst"ate conce"n fo" the community) Afte" the
147 ,ete" 3e""+ FTylenol is 9in6e to a !yanie -eath in >on6e"s+G 6ew 7or) %ime", ;; Fe("ua"y ;DCA+ sec) A;J
,hilip 9ent7+ F#to"es ,ulling Tylenol Afte" 8)>) -eath+G Chicago %ri!une, ;0 Fe("ua"y ;DCA+ sec) A;)
148 'o( -"ogin+ FTylenol -eath !alle $solateJ 'ut #to"es in 2? #tates ,ull 'ottles Off #helves+G 8o"
Angele" %ime", ;0 Fe("ua"y ;DCA+ sec) A;)
149 ,hilip *) <ilts an !a"oline E) Maye"+ F8)>) Tylenol !ase Appea"s to (e an $solate <omicieJ Only One
!yanieKTainte ,ac6age Foun+G 3a"hington o"t, ;0 Fe("ua"y ;DCA+ sec) A;)
150 ,hilip 9ent7+ F$llinois *oins 'an on Tylenol !apsules)G Chicago %ri!une, ;@ Fe("ua"y ;DCA+ sec) A;J
Michael 8o"man+ FF)')$) is Assigning Tylenol $nqui"y M<ighest ,"io"ity5+G 6ew 7or) %ime", ;@ Fe("ua"y ;DCA+ sec)
A;)
151 Associate ,"ess+ F,oison in 0 Tylenol 'ottles 9in6e to the #ame #ou"ce+G 8o" Angele" %ime", ;A
152 $(i)
2C
announcement to iscontinue Tylenol capsules+ !hai"man 'u"6e comments+ FWhile this
is a financial (u"en to us+ it oes not (egin to compa"e /ith the loss suffe"e (y the
family an f"iens of -iane Els"oth)G
;@2
Anothe" a"ticle that inclues the same quote
f"om !hai"man 'u"6e notes that his voice quive"e as he "efe""e to the /oman /ho
ie)
;@?
This a"ticle continues to f"ame *ohnson & *ohnson5s emonst"ation of conce"n
positively (y aing that the company hopes to iscontinue the capsules /ithout any
layoffs)
;@@
One e&ceptionally positive a"ticle involves a na""ative account of ho/ *ohnson &
*ohnson "eache the ecision to iscontinue capsules) $t esc"i(es ho/ !hai"man 'u"6e
Fsat o/n an /"ote a pe"sonal lette" to Els"oth5s family)G 'u"6e as+ F-iane5s mothe"
has sai that /hen /e too6 the capsules off Hthe ma"6etIKthat /e too6 them off th"ee
yea"s too late+ an $ on5t (lame he" fo" saying that) $ /oul too)G 'u"6e amits that he
une"stans the "esponse) F$t5s so easy to ientify /hen you thin6 a(out you" o/n
family+G he says) FThat5s ve"y ha" fo" us to ta6e emotionally) That as to the (u"en)
That5s the nightma"e)G
;@A
9i6e/ise+ *ohnson & *ohnson5s co""ective action in "esponse to the events /as
initially p"esente neut"ally an soon inclue (oth neut"al an positive meia f"ames)
$nitial co""ective action effo"ts inclue a consume" aviso"y not to use Tylenol capsules
153 ,hilip 9ent7+ FTylenol5s Ma6e" .iving Up On !apsules+G Chicago %ri!une, ;C Fe("ua"y ;DCA+ sec) A;)
154 Ro(e"t -) McFaen+ FMa6e" of Tylenol -iscontinuing All Ove"K!ounte" -"ug !apsules+G 6ew 7or)
%ime", ;C Fe("ua"y ;DCA+ sec) A;)
155 $(i)
156 Ma"lene !imons an Ro(e"t 9) *ac6son+ F9atest Tylenol ,oisoning: A 8ightma"e !omes T"ue+G 8o"
Angele" %ime", 02 Fe("ua"y ;DCA+ sec) A;
2D
an *ohnson & *ohnson5s effo"ts to t"ac6 o/n (ottles /ith the same lot num(e"s as the
contaminate (ottle)
;@B
-u"ing the thi" an fou"th ays of the cove"age pe"io+ a positive meia f"ame
is note in "ega"s to *ohnson & *ohnson5s coope"ative co""ective action effo"ts) The
a"ticle+ /hich inclues a *ohnson & *ohnson nation/ie consume" /a"ning to avoi
ta6ing Tylenol capsules+ is f"ame positively th"ough the aition of commenta"y /hich
notes that the F*ohnson & *ohnson is /o"6ing in con4unction /ith the gove"nment to
p"otect the pu(lic)G
;@C
9i6e/ise+ a secon a"ticle ma6es "efe"ence to the fact that *ohnson &
*ohnson+ along /ith the F'$+ pic6e up all Tylenol capsules /ithin a 2Kmile "aius of the
locations /he"e the tampe"e (ottles /e"e foun) This a"ticle also lin6s Tylenol /ith
F'$ effo"ts to solve the case)
;@D
The "emaine" of the a"ticles analy7e /hich focus on *ohnson & *ohnson5s
co""ective action effo"ts continue /ith the ove"all positive f"ame) Each of these a"ticles
focuses on *ohnson & *ohnson5s announcement that they /ill iscontinue capsule
p"ouction)
;A1
The meia f"ames this co""ective action positively (y "efe"encing the
157 'o( -"ogin+ FTylenol -eath !alle $solateJ 'ut #to"es in 2? #tates ,ull 'ottles Off #helves+G 8o" Angele"
%ime", ;0 Fe("ua"y ;DCA+ sec) A;J Michael 8o"man+ Michael+ FOfficials #ay Fatal Tampe"ing of Tylenol Was
$solate !ase+G 6ew 7or) %ime", ;0 Fe("ua"y ;DCA+ sec) A;)
158 Associate ,"ess+ FTylenol 'an Wiens Afte" 0
n
Tainte *a" is Foun+G 8o" Angele" %ime", ;?
159 *ohn *) .olman an Ma"lene !imons+ FAgencies ,u"sue Massive ,"o(e of Tylenol ,oisoning+G 8o"
160 Ro(e"t -) McFaen+ FT/o 'ottles of ,oisone Tylenol We"e #hippe (y #ame -ist"i(uto"+G 6ew 7or)
%ime", ;A Fe("ua"y ;DCA+ sec) A;J Associate ,"ess+ FTylenol Ma6e" Ening !apsule #ales+G Chicago %ri!une, ;C
Fe("ua"y ;DCA+ sec) A;J ,hilip 9ent7+ FTylenol5s Ma6e" .iving Up On !apsules+G Chicago %ri!une, ;C Fe("ua"y ;DCA+
sec) A;J *ohn *) .olman an Ma"lene !imons+ FTylenol5s Ma6e" Ens !apsule UseJ *ohnson & *ohnson #/itches to
,ills fo" ,atient Meicines+G 8o" Angele" %ime", ;C Fe("ua"y ;DCA+ sec) A;J Ro(e"t -) McFaen+ FMa6e" of Tylenol
-iscontinuing All Ove"K!ounte" -"ug !apsules+G 6ew 7or) %ime", ;C Fe("ua"y ;DCA+ sec) A;)
?1
e&pense+ estimate at app"o&imately O;@1 million+ /hich *ohnson & *ohnson /ill incu"
as a "esult of this action)
;A;
The commissione" of the F-A is quote as saying that this
/as Fa "esponsi(le ecision une" tough ci"cumstances)G
;A0
*ohnson & *ohnson5s
consume"Ko"iente (usiness ecision is Fhaile as an act of pu(lic safety an consie"e
one of the sma"test ma"6eting moves in histo"y)G
;A2
161 Associate ,"ess+ FTylenol Ma6e" Ening !apsule #ales+G Chicago %ri!une, ;C Fe("ua"y ;DCA+ sec) A;J *ohn
*) .olman an Ma"lene !imons+ FTylenol5s Ma6e" Ens !apsule UseJ *ohnson & *ohnson #/itches to ,ills fo"
,atient Meicines+G 8o" Angele" %ime", ;C Fe("ua"y ;DCA+ sec) A;J Ro(e"t -) McFaen+ FMa6e" of Tylenol
-iscontinuing All Ove"K!ounte" -"ug !apsules+G 6ew 7or) %ime", ;C Fe("ua"y ;DCA+ sec) A;)
162 Ro(e"t -) McFaen+ FMa6e" of Tylenol -iscontinuing All Ove"K!ounte" -"ug !apsules+G 6ew 7or)
%ime", ;C Fe("ua"y ;DCA+ sec) A;)
163 ,amela #he""o+ F*ohnson & *ohnson5s -ecision 9ast Wee6 to #top Ma6ing 8onK,"esc"iption+G
Chicago %ri!une, 02 Fe("ua"y ;DCA+ sec) A;)
?;
!<A,TER ?
!O8#TRU!T$O8 A8- %A9$-AT$O8 OF A ME-$A $8-E= FOR FRAM$8.
TO8E# $8 !R$#$# #$TUAT$O8#
E==O8KT>9E8O9 A8A9>#$#
Research Questions
With "eputation management theo"y (eing a "elatively ne/ a"ea of stuy+ the"e is
ve"y little quantitative "esea"ch to suppo"t the (elief that inco"po"ation of "eputation
management techniques "esult in mo"e positive meia f"aming in c"isis situations)
<o/eve"+ upon "esea"ching this question+ it /as iscove"e that the"e is a lac6 of an
esta(lishe quantitative metho fo" e&amining meia f"ame to evaluate the effectiveness
of the implementation of "eputation management tactics in c"isis situations)
While meia f"ame inclues a va"iety of facto"s+ incluing accompanying visuals
an "epeate e&posu"es+ this p"o4ect limite "esea"ch to the tone of the meia5s
p"esentation) The "esea"ch st"ive to evelop a meia f"aming ine& in "ega"s to tone
an chec6 it fo" "elia(ility an valiity in an effo"t to p"ovie quantitative evience fo"
the inco"po"ation of "eputation management techniques)
Question ;: $s the p"opose ine& of semantic iffe"entials a vali quantifia(le
ine& fo" evaluating meia tone in "ega"s to meia f"amingE
Question 0: -oes the p"opose ine& fo" evaluating meia tone suggest that the
institution of "eputation management techniques "esult in mo"e positive meia f"aming
tonesE
?0
Methodology
The 0@? su(4ects fo" this stuy inclue a convenience sample of college
stuents in 4ou"nalism+ communications+ an ma"6eting classes in a la"ge no"theaste"n
unive"sity+ a meium southeaste"n histo"ically (lac6 college H<'!I+ an a small+ p"ivate
southeaste"n li(e"al a"ts college) Aitionally+ su"veys /e"e aministe"e to a
convenience sample of (usiness an p"ofessional su(4ects) These pa"ticipants "ange in
age f"om 0B to A@ /ith mile to a(ove ave"age incomes) App"o&imately D@ pe"cent of
the (usiness an p"ofessional "esponents a"e college g"auates) The stuy is fai"ly
evenly ivie (et/een males an females+ (ut is ove"ly "ep"esentative of !aucasians)
Each pa"ticipant "eceive one of t/o ne/s sto"ies an a su"vey evaluating meia
f"aming tones Hsee Appeni& ;I) The ne/s sto"ies inclue a ne/s sto"y on the E&&on
%ale7 oil spill an a ne/s sto"y on the ;DCA Tylenol cyanie contaminations) The
selection of these a"ticles is (ase on the fact that /hile (oth "eceive /iesp"ea meia
cove"age fo" the co"po"ate catast"ophes+ the "esponses (y E&&on an Tylenol /e"e
ma"6ely iffe"ent) While Tylenol immeiately institute "eputation management
techniques+ incluing an acceptance of "esponsi(ility fo" the event+ a clea" emonst"ation
of conce"n an effective co""ective action+
;A?
E&&on i not immeiately
inco"po"ate these techniques+ if at all in some situations)
The ;2Kitem meia tone ine& /as (ase on a fiveKpoint 9i6e"t scale of semantic
iffe"entials esc"i(ing meia tones often inco"po"ate into ne/s sto"ies+ incluing
;A?
!ha"les Fom("un+ Reputation: Realizing Value from the Corporate Image. H'oston: <a"va" 'usiness
#chool ,"ess+ ;DDAI: 2C0 an William 9) 'enoit+ Account" 45cu"e", and Apologie": A %heory of Image
Re"toration HAl(any: #tate Unive"sity of 8e/ >o"6 ,"ess+ ;DD@I: ;A0)
?2
positive an negative+ sympathetic an slighting+
;A@
an app"oving an isapp"oving)
Again+ "athe" than e&amining multiple elements of meia f"aming+ such as sto"y
placement an accompanying visuals+ the ine& loo6e st"ictly at (ipola" meia tones)
Each "esponent /as as6e to "ea eithe" the E&&on o" Tylenol ne/s a"ticle an complete
the 9i6e"t scale) Relia(ility analyses an facto" analyses /e"e pe"fo"me on the "esults of
the su"vey an a oneK/ay A8O%A /as conucte)
A manipulation chec6 /as also conucte among ?; pa"ticipants /ho "ea (oth
ne/s a"ticles an complete a sho"tene ve"sion of the su"vey fo" (oth a"ticles) A
"elia(ility analysis /as pe"fo"me on the "esults) Also+ a ,ai"e #amples T Test /as use
to evaluate /hethe" the pe"ceptions of tone in the E&&on an Tylenol a"ticles /as ue to
"anomness alone) -ue to the limite amount of su(4ects involve in this po"tion of the
stuy+ the"e /as no facto" analysis complete)
Results
The "esults of the "elia(ility analysis on the manipulation chec6 p"ouce an alpha
"elia(ility of )C@) The mean fo" the manipulation chec6 /as @)D@ an the stana"
eviation /as ;)D1) With a mean of K;1)?? an a t value of K01)1A+ the ,ai"e #amples T
Test emonst"ate that it /as highly unli6ely that the "esults of the manipulation chec6
/e"e ue to "anomness alone PtH?1IQK01)1A+ pR)111;S)
The ;2Kitem scale p"ouce a "elia(ility of )D0) A mean of )?B an a va"iance of
)1? /e"e also o(taine) The scale /as then facto" analy7e using #c"ee plots fo" facto"
;A@
Michael ,a"enti+ FMethos of Meia Manipulation+G :umani"t, @B H;DDBI+ @)
??
elimination) Retention c"ite"ia fo" facto" "etention inclue a minimum eigenvalue
g"eate" than ;)1) $tems at o" mo"e than )A1 /e"e "etaine)
The "esults of this test p"ouce a t/o facto" solution+ /he"e the eigenvalues of
)21;+ )0D@+ an )@@C+ "espectively+ i not meet the p"opose c"ite"ia) #c"ee plots
suggeste that items C+ ;;+ an ;0 /e"e invali in "elation to the ine& an shoul (e
eliminate)
A secon analysis /as then "un on the "emaining ;1 items in the ine&+ /hich
"esulte in a single facto" /ith an eigenvalue of A)B) This facto" inclue items ; H)D1I+ 0
H)C1I+ 2 H)D1I+ ? H)ABI+ @ H)B;I+ A H)C@I+ B H)CAI+ D H)C1I+ ;1 H)C;I an ;2 H)C0I)
With the "esults of the ;1 item meia tone scale loae onto a single facto"+ a
secon "elia(ility analysis /as conucte) The ;1Kitem scale p"ouce a "elia(ility of
)D?) The mean (ecame )A0 /ith a va"iance of )11CA)
To evaluate the va"iance accounte fo" as pa"t of this manipulation+ a oneK/ay
A8O%A /as use to e&amine items ; th"ough ;2 /ith the elimination of items C+ ;;+ an
;0) With an Eta squa"e at )B0+ the "esults inicate that the complete Meia $ne& of
F"aming Tones HM$FTI has isc"iminate valiity an the (eginnings of const"uct valiity
/ith B0T of va"iance)
?@
,ART $$
T<E E%A9UAT$O8 OF F$RE#TO8E & FOR- $8 RE#,O8#E TO !R$#$#
#$TUAT$O8#
?A
!<A,TER @
F$RE#TO8E & FOR-: A QUA9$TAT$%E #TU-> OF T<E EFFE!T$%E U#E OF
RE,UTAT$O8 MA8A.EME8T TE!<8$QUE# W<E8 FA!E- W$T< !R$#$#
#$TUAT$O8#
Hypothesis
'ase on the lite"atu"e "evie/ of "eputation management theo"y an tactics+ it is
hypothesi7e that inco"po"ating the "eputation management tactics /hen face /ith c"isis
situations /ill imp"ove the meia f"aming tone to/a"s the o"gani7ation in c"isis)
Methodology
The methoology use in the follo/ing qualitative "esea"ch is content analyses
of ma4o" ne/spape" cove"age of the Fi"estoneKFo" e&ploing ti"e situation of 0111) The
"esea"ch attempts to ete"mine the gene"al meia tone to/a"s Fi"estone an Fo" in
"esponse to thei" c"isis situations)
#imila" to the E&&onKTylenol qualitative analysis+ the "esea"ch focuse on the top
five ci"culating ne/spape"s /ithin the Unite #tates+ incluing the 6ew 7or) %ime"+
3a"hington o"t+ 8o" Angele" %ime"+ *$A %oday+ an Chicago %ri!une) <o/eve"+
/he"eas the E&&onKTylenol limite the "esea"ch to f"ontKpage a"ticles pe"taining to E&&on
o" Tylenol+ this analysis e&pane the cove"age to inclue all sections of these
pu(lications) The "eason fo" this is ue to the fact that a num(e" of a"ticles on this su(4ect
/e"e inclue in the F8e/sG an F'usinessG sections of the ma4o" ne/spape"s)
Although appa"ently the"e /e"e "epo"ts of e&ploing ti"es ove" the cou"se of
seve"al yea"s an a 8ational <igh/ay T"anspo"tation #afety Aminist"ation H8<T#AI
?B
investigation since May 0111+ the analysis is limite to the escalation of the c"isis u"ing
the ti"e "ecall) The "esea"ch evaluates a t/oK/ee6 pe"io of heavy meia cove"age of the
c"isis ("ought a(out (y a <ouston television "epo"t investigating an in4u"y an the
ecision (y seve"al "etaile"s to stop selling Fi"estone ti"es) Also+ once the heavy cove"age
(egan+ seve"al la/suits /e"e mae pu(lic u"ing this pe"io)
While the selection of the E&&on %ale7 oil spill an the ;DCA Tylenol cyanie
contaminations /e"e ue to the fact that thei" "esponses /e"e nota(ly ma"6ely iffe"ent+
the "esponses (y Fo" an Fi"estone to c"isis /as not /ell 6no/n p"io" to "esea"ch) Also+
since the E&&onKTylenol situations /e"e some/hat ate+ the Fo"KFi"estone events
p"ovie a mo"e "ecent analysis of "eputation management techniques)
Discussion
This "esea"ch etails a qualitative content analysis e&amining the meia
conte&tual f"ame in "ega"s to the use of "eputation management techniques in c"isis
situations) The th"ee techniques analy7e inclue an acceptance of "esponsi(ility fo" the
c"isis+ a emonst"ation of conce"n fo" the impacte community+ an co""ective action)
;AA
The focus of the stuy is full ne/spape" cove"age of the Fo"KFi"estone e&ploing ti"e
situation fo" a t/oK/ee6 pe"io follo/ing the escalation of the c"isis+ (eginning August 2+
0111)
The ne/spape"s analy7e /e"e the top five ci"culating ne/spape"s in the
Unite #tates+ an inclue the 6ew 7or) %ime"+ 8o" Angele" %ime"+ Chicago %ri!une+
3a"hington o"t+ an *$A %oday) The 8o" Angele" %ime" ha no a"ticles fo" the ti"e
;AA
$(i)
?C
c"isis u"ing the selecte time span an /as the"efo"e not inclue in the
content analysis)
This "esea"ch suggests seve"al finings in "efe"ence to note "eputation
management techniques) $n suppo"t of the E&&onKTylenol finings+ the Fi"estoneKFo"
analysis also suggests that an immeiate inco"po"ation of these techniques (y topKlevel
management in "esponse to the c"isis "esults in a mo"e positive meia f"aming tone) On
the othe" han+ a slo/+ ineffective o" lo/Klevel management inco"po"ation of these
techniques "esults in a mo"e negative meia f"aming tone) Also+ once a meia tone /as
esta(lishe+ that tone tene to "emain /ith ve"y fe/ e&ceptions)
Fi"estone
$n the summe" of 0111+ the Fi"estone ("an came une" fi"e fo" a se"ies of failing
ti"es that "esulte in nume"ous eaths an hun"es of complaints) $nitially+ the ti"e
manufactu"e efene the ti"es as FsafeG an sai e&te"nal facto"s /e"e li6ely the culp"it+
although they i "ecommen having the ti"es e&amine as a p"ecaution) #oon+ the ti"e
manufactu"e institute a phase "ecall of the ti"es ue to heightene meia cove"age an
pu(lic eman) $n gene"al+ ho/eve"+ Fi"estone i not implement "eputation
management techniques+ o" i so ineffectively+ "esulting in a p"eominantly neut"al to
negative meia tone)
-u"ing the enti"e pe"io of escalate meia cove"age of the Fi"estone failing ti"es
an su(sequent ti"e "ecall+ the"e /as ve"y minimal acceptance of any "esponsi(ility (y
Fi"estone fo" the p"o(lematic ti"es) Mo"eove"+ the"e /e"e a su(stantial num(e" of a"ticles
that inclue (lame shifting (y Fi"estone to a va"iety of e&te"nal facto"s+ incluing the
?D
Fo" E&plo"e" esign+ "oa conitions+ /eathe" an une"Kinflation of the ti"es) $n
"esponse to the minimal acceptance of "esponsi(ility+ the vast ma4o"ity of the a"ticles
/e"e f"ame eithe" negatively o" neut"ally+ /ith ve"y fe/ e&ceptions)
The initial /ee6 of the c"isis escalation i not inclue any "efe"ence to an
acceptance of "esponsi(ility (y Fi"estone) Fi"estone eithe" "efuse to comment anLo"
"epo"te to the meia that the ti"es /e"e inee safe) $n an effo"t to e&plain the failu"e of
the ti"es+ Fi"estone spo6es/oman+ !h"istine 3a"(o/ia6+ (lames the natu"e of ti"es in
gene"al) FTi"es a"en5t inest"ucti(le+G she states) This statement appea"s some/hat
conescening follo/ing "efe"ences to seve"al la/suits facing '"igestoneLFi"estone
/hich the company settle Fto avoi t"ial e&penses)G
;AB
#imila"ly+ in anothe" a"ticle+ 3a"(o/ia6 comments that Fthe company (elieves its
ti"es a"e safeG an (lames e&te"nal causes fo" the ti"e e&plosions) The sou"ce5s comments+
that Fin the vast+ vast+ vast ma4o"ity of cases+ something5s happene e&te"nally to amage the
ti"e+G appea" a"gumentative in "esponse to #ea"s5 ecision to pull the ti"es f"om thei" sto"es)
#he fu"the" as that Fi"estone is Fisappointe in the "etaile"s5 actions)G This ca""ies a
negative meia tone as it is immeiately follo/e (y a (ullete list of othe" chains an
"etaile"s that a"e "efusing to ca""y the ti"es) Mo"eove"+ the conclusion of the a"ticle
emphasi7es that the 8<T#A has the po/e" to "equi"e Fi"estone to "ecall the
ti"es)
;AC
167 *ames R) <ealey an #a"a 8athan+ FFo" Might -"op Fi"estone Ti"es Une" $nvestigation Automa6e"
#ays it is MA(solutely5 !once"ne /ith !onsume" Resistance+G *$A %oday+ 2 August 0111+ p);')
168 9o""ie ."ant+ FMo"e Retaile"s ,ull 2 Fi"estone Ti"es f"om #toc6 #afety of AT=+ Wile"ness '"ans
Une" #c"utiny+G *$A %oday+ B August 0111+ p);')
@1
'y the secon /ee6 of the c"isis+ the amount of a"ticles inc"ease "amatically as
i the negative tone of the p"esentation) $n each of the a"ticles on ay seven+ Fi"estone
eithe" continues to the shift the (lame to e&te"nal causes o" oes not "efe"ence any
acceptance of "esponsi(ility) The e&tent of the company5s /illingness to pu"sue the
matte" is emonst"ate in a comment (y spo6esman 3en Fiels /ho states simply+ FWe
/ill a"ess the issue)G
;AD
This statement is follo/e (y commenta"y f"om a Wasse"stein
,e"ella #ecu"ities analyst e&plaining that the ti"es /e"e a custome" "elations p"o(lem fo"
Fi"estone an that the company Fha (ette" move fast to contain ("oae" amage to the
company5s ove"all ("an image)G The analysis is then follo/e (y esc"iptions of fatal
accients involving the ti"es)
;B1
9i6e/ise+ (oth *$A %oday a"ticles on the seventh ay contain a negative tone) A
lengthy a"ticle title F!oul O; Wo"th of 8ylon <ave #ave ,eople5s 9ivesEG leas /ith a
"amatic+ pe"sonal account of a "ollKove") FMonica !hmiel+ D months p"egnant+ inUt have
time to /o""y a(out the (a(y+G the a"ticle (egins) F<e" ;DDB Fo" E&plo"e" /as s6iing an
"olling too fast)G The account as that the ay (efo"e the c"ash+ the couple ha ha all fou"
ti"es chec6e) Afte" a esc"iption of the fou"K"oll c"ash+ !hmiel e&plains that he" hus(an
an the un(o"n (a(y su"vive+ F(ut /e coul have ie)G The autho"s follo/ this statement
/ith a ne/ pa"ag"aph (eginning+ F$nee+ at least ?A people appa"ently have in simila"ly
ho""ifying incients in the past ;1 yea"s+ p"ompting a fee"al
169 Milt F"euenheim+ F'"igestone #ai to ,lan 'ig Recall of Ti"es+G 67 %ime"+ D August 0111+ p)!;C)
170 $(i)
@;
safety investigation into possi(le efects in Fi"estone AT=+ AT= $$ an Wile"ness
ti"es)G
;B;
The autho"s continue this negative tone (y aing that Fla/ye"s suing Fi"estone say
they5ve o(taine ocuments sho/ing the company has ;+011 complaints on file+ though
Fi"estone /on5t comment)G <o/eve"+ the a"ticle oes "efe"ence Fi"estone spo6es/oman+
!h"istine 3a"(o/ia65s+ p"io" comments that safety g"oups5 emans fo" a "ecall /e"e
motivate (y la/ye"s /ho /ante to /in la/suits against Fi"estone) Mo"eove"+ the
info"mation on ho/ a O; (elt pe" ti"e coul (e use to 6eep the ens of the (elts f"om
chafing the t"ea "u((e" an continuing sepa"ation+ is follo/e (y the "ema"6 that
F'"igestoneLFi"estone /ouln5t comment on /hy the (elts /e"e use on one ("an
not the othe")G
;B0
The secon+ much sho"te"+ *$A %oday a"ticle also ca""ies a negative tone an no
"efe"ence to any acceptance of "esponsi(ility) Afte" Fi"estone spo6es/oman !h"istine
3a"(o/ia6 ecline to p"ovie etails+ the autho" as that Fi"estone ti"es have (een
une" investigation since May 0+ Fafte" a flu""y of complaints an "epo"ts of fou" eaths
in accients allegely cause /hen the t"eas peele off the ti"es an cause the
vehicles to s6i o" "oll ove")G This is follo/e (y the fact that the"e a"e a Ffloo of ne/
complaintsG ma6ing it the Fealiest fla/ to "esult in a "ecall)G
;B2
The fi"st topKlevel sou"ce to appea" u"ing this c"isis escalation fo" Fi"estone is
.a"y !"igge"+ '"igestoneLFi"estone e&ecutive viceKp"esient on the seventh ay of the
171 *ames R) <ealey an #a"a 8athan+ F!oul O; Wo"th of 8ylon <ave #ave ,eople5s 9ivesE E&pe"ts: !aps
on #teel 'elts May <elp #top #h"ee Ti"es+G *$A %oday+ D August 0111+ p);')
172 $(i)
173 *ames <ealey+ FTi"es to (e Recalle) ?A -eaths 'lame on 2 Fi"estone Moels+G *$A %oday+ D August
0111+ p);A)
@0
/iesp"ea cove"age) ,"io" to this+ the only "efe"ence sou"ces inclue t/o Fi"estone
spo6espeople+ 3en Fiels an !h"istine 3a"(o/ia6) Although his comments appea"
sympathetic to the consume" as he iscusses the "ecall an consume" safety+ the"e is still
no mention of any "esponsi(ility fo" the failing ti"es) <e states in a 67 %ime" a"ticle+ FWe
have not ientifie any manufactu"ing o" esign efect) We5"e pulling this si7e no/+
"athe" than t"y to figu"e out /hat the ans/e" is)G This a"ticle (egins /ith Fi"estone5s
amission+ pa"aph"ase (y the autho"+ that the ti"es Fseeme unusually p"one to flinging
off thei" t"eas+ sometimes /ith catast"ophic "esults)G This summation of the p"o(lem+
/ithout any esc"iption as to /hat the p"o(lem may (e+ appea"s sa"castic+ an is follo/e
(y the fact that Fi"estone no/ faces F@1 la/suits+ ?A eaths+ C1 in4u"ies an a
fee"al investigation)G
;B?
On ay eight of the c"isis escalation+ minimal "efe"ences to an acceptance of
"esponsi(ility (egin to appea") <o/eve"+ the ma4o"ity of a"ticles continue a negative o"
sa"castic tone as the "esponse appea"s minimal in light of the e&tent of the "ecall+ the
num(e" of complaints an the u"ation of the p"o(lem) A 67 %ime" autho" /"ites that the
company5s "ecall+ announce the ay (efo"e+ F/as the company5s fi"st amission that the
ti"es coul pose a se"ious ange")G 8onetheless+ this is follo/e (y the comment+ F(ut it
/as also a fi"st step to/a" amage cont"ol)G
;B@
Anothe" a"ticle on the eighth ay contains a ve"y negative tone an inclues
nume"ous "efe"ences to Fi"estone5s slo/ "esponse an oes not inclue any "esponse
174 Matthe/ 9) Wal+ FT"ea Failu"es 9ea to Recall of A)@ Million Fi"estone Ti"es+G 67 %ime"+ ;1 August
0111+ p)A;)
175 !lauia <) -eutsch+ FWhe"e Ru((e" Meets the RoaJ Recall of Fi"estone Ti"es is aime at -amage
!ont"ol+G 67 %ime"+ ;1 August 0111+ p)!;)
@2
f"om Fi"estone /hatsoeve") FThey can (lame it on all 6ins of things+G the a"ticle states
in a comment f"om .eo"ge Whalin+ p"esient of Retail Management !onsultants+ F(ut
ultimately the "eason they a"e "ecalling the ti"e is (ecause the ti"e is efective an they
shoul have fesse up to that some time ago)G <e as that FFi"estone shoul have (een
the fi"st to say MWe a"e going to stop selling the ti"e5 /hen the gove"nment sai+ MThis
loo6s li6e the p"o(lem+ an /e can ocument the eaths)5G The a"ticle also inclues a
(ullet point list of Fi"estone5s mista6es /ith su(heas such as F-o/nplaying the
p"o(lem+G F8ot allaying consume"s5 fea"s+G an FFollo/ing instea of leaing)G
;BA
The "emaining a"ticles analy7e a"e p"ima"ily focuse on the co""ective action
"ecall+ although most "efe"ences to "esponsi(ility fo" the event a"e f"ame negatively o"
neut"ally) One a"ticle questions Fi"estone5s actions of Fnot (eing open in e&plaining ho/
the p"o(lem came a(out+G an (y Fquietly settling the Hla/suitI cases an insisting the
"eco"s (e seale+ Fi"estone is using one of the most ti"e tactics /ith ma4o" legal
p"o(lems)G <e as+ F$n most cases in othe" inust"ies+ that 6in of (u"yKtheKevience
conuct has (een an ea"ly inicato" of (ig t"ou(le hien in co"po"ate a"chives)G
;BB
Anothe" noticea(ly negative a"ticle in "ega"s to Fi"estone5s lia(ility is title
FTestimony $nicates A(uses at Fi"estoneJ Manage"s -in5t Fi& Ti"e Fla/s+ E&KWo"6e"s
!laimG an appea"s in the 3a"hington o"t. The a"ticle+ /hich contains a clea"ly
negative healine simila"ly contains no sou"ce f"om Fi"estone othe" than fou" fo"me"
employees in the -ecatu"+ $9 plant+ /hich (y this time+ is "eceiving the ma4o" (lame fo"
the failing ti"es (y Fo") The opening pa"ag"aph (egins /ith the statement that the
176 9o""ie ."ant+ F#lo/ Reaction May <aunt Fi"estone Ti"ema6e" #houl <ave Move Faste"+ $mage
Analysts #ay+G *$A %oday+ ;1 August 0111+ p);')
177 -avi ."eising+ F9egal Eagles #/oop -o/n on Ti"e Remains+G Chicago %ri!une+ ;; August 0111+ p) ;)
@?
-ecatu" plant F/as "ife /ith qualityKcont"ol p"o(lems in the miK;DD1s+ /ith /o"6e"s
using questiona(le tactics to spee p"ouction an manage"s giving sho"t sh"ift to
inspections)G The a"ticle also inclues a (ullet point list of /hat the fo"me" /o"6e"s a"e
alleging too6 place in -ecatu"+ incluing the follo/ing: punctu"ing (u((les /ith
FcompanyKissue a/lsG to cove" up fla/s on p"oucts that Fshoul have (een sc"appeJG
po/e"ful financial incentives Fto "elease (otche ti"es to the moto"ing pu(licJG an
Fvi"tually none&istentG inspections of finishe ti"es) This is then follo/e (y a pe"sonal
account of Mehat 9a(i( an his family /ho c"ashe afte" leaving a /eing "ehea"sal
inne" in Flo"ia) 9a(i(+ /ho lost his /ife an DKyea"Kol son an is no/ pa"aly7e
(elo/ the /aist+ sai he /ishe the "ecall ha come a yea" ago) F$ /oul have (een the
fi"st one in line to change the ti"es+G he sai)
;BC
$n "ega"s to the emonst"ation of conce"n fo" consume"s+ the ma4o"ity of the
a"ticles o not "efe"ence any o(vious conce"n fo" the consume" (y Fi"estone) Among
these /e"e seve"al a"ticles /he"e the enKconsume" /as not the focus of the a"ticle+
incluing seve"al on ti"e p"ouction an the -ecatu" plant) <o/eve"+ those /he"e a
emonst"ation of conce"n /as noticea(ly a(sent anLo" the p"o(lem /as minimi7e+
p"ima"ily containe a negative tone)
-u"ing the fi"st /ee6 of the c"isis escalation+ only t/o a"ticles contain any
"efe"ence at all to Fi"estone5s conce"n fo" the consume") This conce"n is emonst"ate in
Fi"estone5s u"ging of custome"s to go to its sto"es to have ti"es chec6e+
;BD
an a quote on
178 *ames %) ."imali+ FTestimony $nicates A(uses at Fi"estoneJ Manage"s -on5t Fi& Ti"e Fla/s+ E&K
Wo"6"s !laim+G 3a"hington o"t+ ;2 August 0111+ p) A;)
179 9o""ie ."ant+ FMo"e Retaile"s ,ull 2 Fi"estone Ti"es F"om #toc6 #afety of AT=+ Wile"ness '"ans
Une" #c"utiny+G *$A %oday+ B August 0111+ p);')
@@
ay seven f"om '"igestoneLFi"estone E&ecutive %ice ,"esient+ .a"y !"igge"+ that FAt
'"igestoneLFi"estone+ nothing is mo"e impo"tant to us than the safety of ou"
custome"s)G
;C1
'oth of these emonst"ations of conce"n a"e f"ame neut"ally an a"e not
counte"e /ith cont"aicto"y sou"ces o" info"mation)
Othe" a"ticles u"ing the fi"st /ee6+ ho/eve"+ o contain a negative tone in
"esponse to Fi"estone5s "eaction to the c"isis) Fi"estone minimi7es the events in one
a"ticle+ stating that the "ecall is the "esult of la/suits against Fi"estone) This is then
follo/e (y the sto"y of a /io/ /ho lost he" hus(an as the "esult of a "ollove"
accient cause (y Fi"estone) F#he5s suing Fi"estone+G the a"ticle states simply+ implying
to the "eae" that the la/suits a"e 4ustifie) Mo"eove"+ the concluing pa"ag"aphs as
comments f"om Richa" Ma"cus+ a p"ofesso" at the Unive"sity of !alifo"nia <astings
!ollege of 9a/+ that state that Fi"estone has settle at least ;1 suits toKate) FA company
that oes this+G he as+ Fis thin6ing: We5"e going to close the (oo6 on this)G
;C;
$n anothe" a"ticle+ Fi"estone appea"s mo"e conce"ne /ith thei" ;11Kyea"
annive"sa"y cele("ation than the consume"s /ho use thei" ti"es) The a"ticle+ title F-eath
Toll Rises in Ti"e $nqui"yN0@ Mo"e Fatalities 9in6e to ,eeling Fi"estone T"ea+G
"efe"ences the fact that Fi"estone is cu""ently cele("ating a ;11Kyea" annive"sa"y an ha
p"eviously planne a ma"6eting campaign focuse a"oun this milestone) Afte"
"efe"encing eaths lin6e to the Fi"estone ti"es+ the a"ticle as+ FM<appy (i"thay+
Fi"estone+5 the spo6es/oman g"oane)G This comment not only appea"s sa"castic in light
180 Associate ,"ess+ FFi"estone Recalls A)@ Million Ti"es) ?A T"uc6+ #U% -eaths ,"ompt !ompany5s
Replacement Offe"+G Chicago %ri!une+ D August 0111+ p) ;)
@A
of the situation+ (ut the autho"5s inclusion of the negative manne"ism ma6es it appea"
especially negative)
The p"ima"ily negative tone continues th"ough the secon /ee6 of the c"isis /ith
the e&ception of a fe/ small "efe"ences to conce"n fo" consume"s that i gene"ate a
neut"al "epo"ting tone) Fo" e&ample+ Fi"estone emonst"ates conce"n fo" consume"s /ho
must /ait on "eplacements (y encou"aging eale"s to "espon to custome"s an Fs/ap
ti"es fo" othe" ("ans if necessa"y)G
;C0
#imila"ly+ in anothe" a"ticle+ Fi"estone
spo6es/oman+ !h"istine 3a"(o/ia6 comments that Fthe safety an confience of
consume"s is ou" num(e" one p"io"ity)G Although this statement is not questione+ the
a"ticle oes inclue info"mation on the high safety "eco" of .ooyea")
;C2
<o/eve"+ the inclusion of a statement of conce"n i not gua"antee a neut"al
"epo"ting tone u"ing this secon /ee6) $n an a"ticle on the seventh ay+ title
FTi"ema6e" -eflecte Evience of Fla/s fo" >ea"s+G Fi"estone5s E&ecutive %ice
,"esient state that Fnothing is mo"e impo"tant to us than the safety of ou" custome"sG
an "efe"ences the volunta"y "ecall of the ti"es) <o/eve"+ this is follo/e (y the autho"5s
comment: F'ut this move appea"s mainly to staunch the floo of intense+ negative
pu(licity these ti"es ha gene"ate) Fo" quite some time+ the ti"e ma6e" 6ne/+ o" shoul
have 6no/n+ a(out safety conce"ns (eing "aise a(out its AT=+ AT= $$ an Wile"ness
AT ti"es) >et it o/nplaye any "is6+ "ight up to the "ecall)G Fu"the"+ in "esponse to
"etaile"s5 ecisions to quit selling thei" ti"es+ Fi"estone sai that it hope that the sto"es
182 Thomas A) Foga"ty an #ha/n >oung+ FTi"ema6e"s 'oost Output to Meet -eman fo" Replacements
Fi"estone ,e"mits -eale"s to #/ap fo" Othe" '"ans+G *$A %oday+ ;? August 0111+ p)2')
183 !iny #6"7yc6i+ FFu"the" Ti"e Recalls Re4ecteJ Fi"estone 'lames -"ive" A(use Fo" ,"o(lems
Ove"seas+G 3a"hington o"t+ ;@ August 0111+ p) E;)
@B
/oul change thei" min Fafte" the conve"sations a(out this ie o/n)G This is then
follo/e (y the fact that the"e a"e no/ ?1 eaths att"i(ute to the ti"es)
;C?
One ve"y noticea(ly negative a"ticle in "ega"s to Fi"estone5s conce"n fo" consume"s
is title FTa"y+ Evasive Fi"estone !opies Faile 'usiness Moel)G The a"ticle+ /hich
"efe"ences the fact that Fi"estone o"iginally assu"e consume"s that the ti"es Hno/ "ecalleI
/e"e safe) The autho" as that F(y hapha7a"ly ealing /ith custome"Ksafety conce"ns+ it
has follo/e a so""y path set (y many companies (efo"e it)G The
a"ticle oes not inclue any Fi"estone sou"ces)
;C@
Fi"estone5s slo/ an questiona(le "esponse to co""ect the ti"e p"o(lem also
"esulte in a p"ima"ily negative tone) The fi"st /ee6 of the c"isis escalation ma6es little
"efe"ence to the co""ective action effo"ts of Fi"estone) This is ue in pa"t to the fact that
u"ing this time+ Fi"estone /as only offe"ing f"ee inspections to chec6 the ti"es an /as
still p"omoting the ti"es as Fsafe)G -u"ing this /ee6+ the tone to/a"s Fi"estone /as
p"ima"ily neut"al in "ega"s to these effo"ts+ although the ove"all f"ame of the a"ticles /as
mostly negative) Fo" e&ample+ /hile seve"al a"ticles quote Fi"estone as Fu"gingG
inspections+ one "efe"ences a class action suit fo" all Te&as consume"s /ith AT=+ AT= $$
o" Wile"ness ti"es+ /hile the othe" t/o a"ticles focus on the ecision (y #ea"s an othe"
"etaile"s to no longe" sell the ti"es)
;CA
184 Reute"s+ FTi"e Ma6e" -eflecte Evience of Fla/s fo" >ea"s+G *$A %oday+ ;1 August 0111+ p);0A)
185 Reute"s+ FTa"y+ Evasive Fi"estone !opies Faile 'usiness Moel+G *$A %oday+ ;A August 0111+
p);CA)
#ays it is MA(solutely5 !once"ne /ith !onsume" Resistance+G *$A %oday+ 2 August 0111+ p);'J 9o""ie ."ant an
*ames R) <ealey+ F#ea"s #tops #elling Ti"es $nvolve in ,"o(e Moto"ists Retu"n Fi"estone -esigns #uspecte of
-efect+G *$A %oday+ ? August 0111+ p);'J 9o""ie ."ant+ FMo"e Retaile"s ,ull 2 Fi"estone Ti"es F"om #toc6 #afety
of AT=+ Wile"ness '"ans Une" #c"utiny+G *$A %oday+ B August 0111+ p);')
@C
-u"ing the secon /ee6+ /hen the phase "ecall of A)@ million ti"es /as
announce+ a"ticles (egan to ca""y a mo"e negative tone in "esponse to Fi"estone5s
co""ective action effo"ts) $n one a"ticle+ the autho" /"ites+ F<oping to put the matte" to
"est+ Fi"estone is e&pecte to "ecall some of its ti"es toay)G The autho" also "amatically
as that Fsince 8<T#A opene its p"o(e May 0 /ith "epo"ts of fou" eaths+ complaints
have pou"e in an eaths lin6e to Fi"estone have multiplie)G
;CB
Anothe" a"ticle+ /hich
"efe"s to the F"ecall of A)@ million ti"es still on the "oa+G also appea"s negative ue to the
/o" FstillG ae (y the autho"+ as this implies the "ecall shoul have al"eay ta6en place)
<e also "efe"ences the fact that Fmany an&ious custome"sG see6ing "eplacements
F/e"e tu"ne a/ay (y eale"s)G
;CC
$n an a"ticle title FTi"e Recall '"ings #ome ,anic an a 9a"ge 8ee fo"
,atience+G Fi"estone efene the "egional "eplacement plan) <o/eve"+ the autho"
follo/s this efense of the "ecall /ith the suggestion that Fthe stagge"e "eplacement plan
has ala"me consume" avocates as /ell as vehicle o/ne"s)G <e as that seve"al g"oups
have sue ove" the elay+ /hich occu"s Fat a time /hen families a"e p"epa"ing fo" long
summe" "oa t"ips)G Also inclue in the a"ticle a"e quotes f"om 8e/ >o"65s Atto"ney
.ene"al+ /ho states that Fit is simply not accepta(le to ac6no/lege a se"ious safety
ha7a"+ offe" immeiate "elief fo" some consume"s /hile telling othe"s to /ait up to ;C
months until the p"o(lem is co""ecte)G
;CD
0111+ p)A;)
189 *ayson 'lai"+ FTi"e Recall '"ings #ome ,anic an a 9a"ge 8ee fo" ,atience+G 67 %ime"+ ;; August
0111+ p)!;)
@D
Anothe" a"ticle on the same ay "efe"s to Fi"estone5s F"ecall of A)@ million ti"es
cite as "esponsi(le fo" nea"ly @1 eaths an mo"e than 011 accients+G also ca""ies a
/holly negative tone) The lea (egins+ FThe integ"ity of the '"igestoneLFi"estone ("an+
a ;11Kyea"Kol sym(ol of the (est Ame"ican 6no/Kho/+ is sh"eing in the /a6e of one
of the la"gest gove"nment safety p"o(es eve")G The autho" /"ites+ FFi"estone5s failu"e to
act s/iftly "esulte in fou" of the top leaing ti"e eale"s+ incluing 8o) ; #ea"s+
suspening sales of the ti"es)G The a"ticle also as+ acco"ing to consultants+ that
FFi"estone appea"s to (e (o/ing to p"essu"e "athe" than inepenently placing consume"
safety fi"st)G
;D1
#eve"al othe" a"ticles u"ing this secon /ee6 inclue esc"iptions of the
ifficulties many consume"s face /hen t"ying to get "eplacement ti"es) One a"ticle
(egins /ith a pe"sonal account of a custome" "equesting "eplacement ti"es) Afte" (eing
tol to call (ac6 in t/o to th"ee /ee6s at the fi"st eale"ship+ a secon put him on a
/aiting list an sai it /oul call him /hen the ti"es came in+ /hich /oul li6ely (e t/o
/ee6s to a month) FTo have a "ecall an not have a lot of ti"es oesn5t ma6e much
sense+G Ro(in #y6es+ a Fi"estone custome"+ sai) The autho" as that #y6es Fis one of
the many f"ust"ate custome"s /ho foun '"igestoneLFi"estone illKp"epa"e yeste"ay+
one ay afte" the company announce it /as "ecalling A)@ million ti"es nation/ie)G The
autho" late" comments that Fsimply "eaching someone at '"igestoneLFi"estone /as a
;D1
9o""ie ."ant+ F#lo/ Reaction May <aunt Fi"estone Ti"ema6e" #houl <ave Move Faste"+
$mage Analysts #ay+G *$A %oday+ ;1 August 0111+ p);')
A1
challenge yeste"ayG an the tollKf"ee hotline local eale"s inst"ucte custome"s to use
F/as constantly (usy)G
;D;
Othe" e&amples of a negative f"ame u"ing the concluing ays of the c"isis
pe"io une" investigation inclue "efe"ences to Fang"y consume"sG an Femotional
st"ess)G
;D0
Anothe" a"ticle state that the speeing of the "ecall /as Fha"ly
"eassu"ing)G
;D2
F#o /hile the fee"al gove"nment investigates ?A eaths an C1 in4u"ies
that may have come f"om the ti"es+G anothe" autho" as+ Fvehicle o/ne"s may /ait
nea"ly a yea" fo" "eplacements)G
;D?
Fo"
The Fi"estone ti"es eventually "ecalle (y Fi"estone came as o"iginal equipment
on the Fo" E&plo"e" an seve"al Fo" t"uc6s) The popula" Fo" E&plo"e" /as involve
in /ell ove" half of the faile ti"e incients+ an Fo" /as name in seve"al la/suits)
Although the"e /e"e questions "aise in "ega"s to Fo"5s hanling of the ti"e p"o(lem+
Fo" i appea" to institute+ at least to some e&tent+ "eputation management techniques
u"ing the initial ays of the c"isis escalation that "esulte in a p"eominantly neut"al+
"a"ely negative+ an sometimes positive+ meia tone th"oughout the pe"io analy7e)
191 ."eg #chneie"+ F!ustome"s Fin -eale"s Un"eay fo" Ti"e RecallJ F"ust"ations Rise -ay Afte" Massive
Fi"estone Move+G 3a"hington o"t+ ;; August 0111+ p) E;)
192 'a"na(y *) Fee"+ FUnusual 9ine of 'usiness fo" 9a/ye"s+G 67 %ime"+ ;A August 0111+ p)!;)
193 Reute"s+ FTa"y+ Evasive Fi"estone !opies Faile 'usiness Moel+G *$A %oday+ ;A August 0111+
p);CA)
194 Matthe/ 9) Wal+ FTi"e T"ou(le+G 67 %ime"+ ;2 August 0111+ sec) ?+ p) 0)
A;
To (egin+ although Fo" i not accept any (lame fo" the failing ti"es+ the
company i appea" to at least ta6e some "esponsi(ility fo" the p"o(lem+ an i so
th"ough comments mae to the meia (y top management office"s) $n one a"ticle+ Fo"5s
%ice ,"esient of Envi"onmental an #afety Enginee"ing says+ F$ can5t tell you the"e is
not a p"o(lem /ith the ti"es) The only assu"ance $ can give ou" custome"s is that it5s a
"a"e event+ an if /e fin something /"ong+ /e /ill fi& it)G
;D@
Mo"eove"+ Fo"5s !hief
E&ecutive *ac 8asse" states+ FWe5"e clea"ly ve"y+ ve"y conce"ne a(out the situation) We
have teams that a"e /o"6ing a"oun the cloc6) Once /e 6no/ e&actly /hat the issues
a"e+ /e /ill act+ (ecause /e feel a "esponsi(ility to ou" custome"s+ fo" thei" safety an fo"
the safety of thei" families)G To Fo"5s pu(lic avantage+ in (oth of these a"ticles+ as /ell
as seve"al othe"s+ the autho"s shift any "esponsi(ility f"om Fo" (y pointing out that the
ti"es a"e o"iginal equipment on Fo"+ .ene"al Moto"s+ Toyota+ 8issan an #u(a"u)
;DA
#imila"ly+ in anothe" a"ticle that inclue a quote f"om Fo"5s %ice ,"esient Ma"tin
$nglis that Fo" has Fha a team /o"6ing fo" ;1 o" ;; ays a"oun the cloc6G to ientify
the p"o(lem+ the autho" point out that unli6e othe" auto pa"ts+ /a""anties a"e issue (y the
ti"ema6e")
;DB
Anothe" a"ticle po"t"ays Fo"5s acceptance of "esponsi(ility fo" the situation as
especially positive consie"ing the ti"es a"e a Fi"estone p"ouct) $n this a"ticle+ Fo"5s
196 $(iJ The 8> Times+ FU)#) to $nvestigate 0; -eaths Tie to Ti"es on #po"t Utilities+G 67 %ime"+ 2 August
0111+ p)!BJ T"i(une 8e/s #e"vice+ FFi"estone Ti"es Ta"get of U)#) $nvestigation+G Chicago %ri!une+ 2 August 0111+
p) ;0J 9o""ie ."ant an *ames R) <ealey+ F#ea"s #tops #elling Ti"es $nvolve in ,"o(e Moto"ists Retu"n Fi"estone
-esigns #uspecte of -efect+G *$A %oday+ ? August 0111+ p);'J !iny #6"7yc6i+ FFi"estone to Recall Millions of
Ti"esJ Moels Foun on #U%s #uspecte in ?A -eaths+G 3a"hington o"t+ D August 0111+ p) A;J *ames <ealey+
FTi"es to (e Recalle) ?A -eaths 'lame on 2 Fi"estone Moels+G *$A %oday+ D August 0111+ p);A)
A0
%ice ,"esient Ma"tin $nglis points out that Fo" "equeste ata f"om Fi"estone a/hile
ago+ (ut it ha ta6en until late last month fo" Fi"estone to tu"n ove" info"mation on its
/a""anty e&pe"ience /ith the faulty ti"es) The a"ticle states+ FFo" says that it "equeste
the ata f"om Fi"estone ami g"o/ing conce"ns a(out info"mation accumulating in the
investigation (y the high/ay safety agency)G This is suppo"te (y $nglis5s comment that
F$t5s only fai"ly "ecently that /e ha enough ata to o etaile analysis)G The autho"
as+ F<e vo/e this /oul change)G $nglis conclues his comments (y stating that
FWhethe" they HFi"estoneI /a""ant the ti"es o" /e /a""ant the ti"es+ /e /ill sha"e the
info"mation)G
;DC
#imila"ly+ in anothe" a"ticle that inclues Fo" %ice ,"esient Ma"tin $nglis+ Fo"
is also f"ame positively) $n "esponse to Fo"5s ecision to "evie/ Fi"estone ata+ $nglis
states+ FWe ha to move quic6ly to solve the p"o(lem to p"ese"ve custome" confience)G
The autho" suppo"ts this statement /ith "efe"ence to statements mae (y .eo"ge <offe"
of %i"ginia !ommon/ealth Unive"sity) F<offe" says Fo" ha to salvage its "eputation
(y fo"cing Fi"estone to "ecall the ti"es:even though the E&plo"e" ha nothing to o /ith
it)G
;DD
Although Fo" appea"s to moestly insist that Fi"estone is hanling its o/n
effo"ts+ a num(e" of the "emaining a"ticles continue this po"t"ayal of Fo" as the
/atchog of the ti"e e(acle+ /hile epicting Fi"estone as incompetent) One a"ticle states
that Fo" Fuse its clout as Fi"estone5s (iggest custome" to fo"ce its han in "ecalling the
0111+ p)A;)
199 Ea"le El"ige+ FFo" -eale"s Wo""y A(out Ta"nishe $mage+G *$A %oday+ ;1 August 0111+ p)2')
A2
ti"es)G
011
Anothe" a"ticle e&plains that Feven Fo" Moto"+ Fi"estone5s olest an closest
custome"+ ha an e&t"ao"ina"y time getting Fi"estone5s ata on ti"e amage (efo"e the
"ecall)G This pa"ag"aph conclues /ith autho"5s comment that Ff"om no/ on+ Fo" says+ it
/ill closely monito" Fi"estone ti"es an not "ely solely on the ti"ema6e" to iscove" an
"epo"t p"o(lems)G
01;
Fo"5s emonst"ation of conce"n fo" its custome"s an thei" safety is also evient
f"om the initial ays of the c"isis) As mentione p"eviously+ Fo" !hief E&ecutive *ac
8asse" ve"y ea"ly p"esente this conce"n in his statements to the p"ess+ /hich /e"e
"efe"ence in seve"al pu(lications+ all of /hich ca""y an ove"all neut"al f"ame) FWe5"e
clea"ly ve"y+ ve"y conce"ne) We feel a "esponsi(ility to ou" custome"s+ fo" thei" safety
an fo" the safety of thei" families)G
010
9ate" a"ticles also "efe"ence a conce"n fo" thei" consume"s+ though (y this time+
the ma4o" focus has shifte to co""ective action effo"ts) FWe have neve" ha anything in
min (ut assu"ing the safety of ou" vehicles to ou" custome"s+G Ma"tin $nglis+ Fo"5s %ice
,"esient+ states)
012
Anothe" a"ticle inclues "efe"ence to Fo"5s conce"n fo" Fsatisfying
custome"sG an effo"ts to Fp"ese"ve custome" confience)G
01?
200 -avi 3iley+ FFo" Use !lout to Fo"ce Fi"estone $nto Action+G *$A %oday+ ;; August 0111+ p)0')
201 *ames <ealey+ FWhat >ou -on5t 3no/ A(out >ou" Ti"es #eale !ases+ 9ac6 of <any -ata Mean 8o
Telling <o/ #afe >ou" Wheels A"e+G *$A %oday+ ;; August 0111+ p);')
202 9o""ie ."ant+ FMo"e Retaile"s ,ull 2 Fi"estone Ti"es F"om #toc6 #afety of AT=+ Wile"ness '"ans Une"
#c"utiny+G *$A %oday+ B August 0111+ p);'J F"an6 #/o(oa+ FToll 9in6e to Ti"es 8o/ ?A+ 8<T#A #ays+G
3a"hington o"t+ C August 0111+ p) E2J Associate ,"ess+ F!omplaints Against Fi"estone #oa") U)#) 8o/ $nvestigating
?A -eaths fo" 9in6s to Faulty Ti"es)G Chicago %ri!une, C August 0111+ p) ?)
203 -avi 3iley+ FFo" Use !lout to Fo"ce Fi"estone $nto Action+G *$A %oday+ ;; August 0111+ p)0')
204 Ea"le El"ige+ FFo" -eale"s Wo""y A(out Ta"nishe $mage)G *$A %oday+ ;1 August 0111+ p)2')
A?
Also+ in an effo"t to a"ess consume"s5 fea"s+ Fo" institute an a campaign
follo/ing Fi"estone5s "ecall to ans/e" custome" questions) The a campaign inclues
fullKpage ne/spape" as in ma4o" pu(lications sho/ing a ti"e an e&plaining ho/ to tell
/hich ti"es a"e (eing "ecalle) The a also lists Fo" vehicles that a"e affecte (y the
"ecall) One autho" /"ites that FFo" too6 ove" fo" a failing Fi"estone in the
investigation)G <e as+ F8o" /ill it leave the pu(lic "elations to Fi"estone)G
01@
$n "ega"s to co""ective action+ Fo" is f"ame (oth neut"ally an positively) #ince
Fo" ha p"eviously "eplace Fi"estone ti"es fo" seve"al ove"seas count"ies si& months p"io"
to the "ecall in the Unite #tates+ Fo" /as questione in nume"ous a"ticles) <o/eve"+ in the
ma4o"ity of a"ticles+ the automa6e" is allo/e to e&plain the past effo"ts an p"esente
neut"ally o" positively in "ega"s to effo"ts in the Unite #tates)
-u"ing the initial ays of the c"isis escalation+ an th"oughout the pe"io
analy7e+ the"e a"e nume"ous "efe"ences to Fo"5s co""ective action in othe" count"ies)
While these a"ticles "efe"ence the fact that Fo" has "eplace the ti"es f"ee of cha"ge in si&
othe" count"ies+ incluing !olom(ia+ %ene7uela+ Ecuao"+ Malaysia+ #aui A"a(ia+ an
Thailan+
01A
Fin the U#A+G /"ites one autho"+ Fit continues to monito" the
pe"fo"mance)G
01B
01@
*ames <ealey+ FWhat >ou -on5t 3no/ A(out >ou" Ti"es #eale !ases+ 9ac6 of <any -ata Mean 8o
01A
*ames R) <ealey an #a"a 8athan+ FFo" Might -"op Fi"estone Ti"es Une" $nvestigation Automa6e"
#ays it is MA(solutely5 !once"ne /ith !onsume" Resistance+G *$A %oday+ 2 August 0111+ p);'J 9o""ie
."ant+ FMo"e Retaile"s ,ull 2 Fi"estone Ti"es F"om #toc6 #afety of AT=+ Wile"ness '"ans Une"
#c"utiny+G *$A %oday+ B August 0111+ p);'J F"an6 #/o(oa+ FToll 9in6e to Ti"es 8o/ ?A+ 8<T#A
#ays+G 3a"hington o"t+ C August 0111+ p) E2J Associate ,"ess+ F!omplaints Against Fi"estone #oa")
U)#) 8o/ $nvestigating ?A -eaths fo" 9in6s to Faulty Ti"es)G Chicago %ri!une, C August 0111+ p) ?J *ames
R) <ealey an #a"a 8athan+ F!oul O; Wo"th of 8ylon <ave #ave ,eople5s 9ivesE E&pe"ts: !aps on
#teel 'elts May <elp #top #h"ee Ti"es+G *$A %oday+ D August 0111+ p);'J Reute"s+ FTi"e Ma6e"
-eflecte Evience of Fla/s fo" >ea"s+G *$A %oday+ ;1 August 0111+ p);0A)
A@
$n each of these a"ticles+ this p"io" co""ective action appea"s to (e p"esente
neut"ally as it is not f"equently iscusse an is usually accompanie (y an e&planation
f"om Fo" as to /hy the "eplacement in othe" count"ies too6 place) #eve"al autho"s
a"ess this question on (ehalf of Fo" (y e&plaining that the "ecall too6 place in these
count"ies F/he"e the hot tempe"atu"es coul ma6e the p"o(lem /o"se)G
01C
$n an a"ticle that
notes that some safety g"oups have questione /hy Fo" "emove the ti"es in othe"
count"ies /hile those in the Unite #tates /e"e neve" "ecalle+ Fo" e&plains that it /as
ue to the heat an the "iving conitions in those count"ies)
01D
This e&planation is e&pane in anothe" a"ticle that "efe"ences these past
"eplacement effo"ts+ po"t"aying Fo" as ve"y p"oactive in the evaluation of the failing
ti"es) FFo" conclue that the ti"es /e"e fine an the p"o(lem lay in ho/ the ti"es /e"e
use ove"seas+G the autho" /"ites) FFo" even ha enginee"s "ive them in A"i7ona in
Fe("ua"y t"ying to uplicate the failu"es+ (ut couln5t come up /ith anything)G
0;1
As iscusse p"eviously+ Fo" also /o"6e /ith Fi"estone5s ata to ientify the
p"o(lem ti"es an thei" location of p"ouction) One a"ticle "efe"ences Fo"5s F/o"6ing
a"oun the cloc6G to ete"mine the p"o(lem+
0;;
/hile anothe" as that FFo" too6 ove"
208 F"an6 #/o(oa+ FToll 9in6e to Ti"es 8o/ ?A+ 8<T#A #ays+G 3a"hington o"t+ C August 0111+ p)
E2)
209 !iny #6"7yc6i+ FFi"estone to Recall Millions of Ti"esJ Moels Foun on #U%s #uspecte in ?A
-eaths+G 3a"hington o"t+ D August 0111+ p) A;)
0111+ p)A;)
AA
Fi"estone5s failing investigation)G
0;0
These effo"ts a"e f"ame as p"oactive /ith a follo/K
up quote f"om Fo" top enginee"+ Tom 'aughman+ FThey HFi"estoneI 4ust neee
help)G
0;2
Othe" co""ective action ta6en (y Fo" inclues the implementation of a tollKf"ee
hotline fo" questions "ega"ing the ti"es
0;?
an an ave"tising campaign esigne to
F"eassu"e custome"s)G
0;@
Fo" also sent memos to eale"s telling them not to "ive o"
emo any E&plo"e"s+ Mountainee"s+ o" othe" vehicles /ith the affecte ti"es)
0;A
Fo" also consie"e using othe" ("ans of ti"es on futu"e automo(iles) $n one
*$A %oday a"ticle+ Fo" sai that it /oul consie" ening its nea"ly ;11Kyea"
"elationship /ith Fi"estone if consume"s quit (uying Fo"s /ith those ti"es)
0;B
9i6e/ise+
anothe" a"ticle points out that Fo" /as Fholing iscussionsG /ith A6"onK(ase
.ooyea")
0;C
One autho" as that FFo" officials hint they /ill o /hateve" it ta6es to
satisfy custome"sNeven "eplacing the ti"es /ith nonKFi"estone ones)G
0;D
212 *ames <ealey+ FWhat >ou -on5t 3no/ A(out >ou" Ti"es #eale !ases+ 9ac6 of <any -ata Mean 8o
213 $(i)
214 *im Mate4a+ F'"igestoneLFi"estone Recalls A)@ Million Ti"es Replacement ,"og"am to 'egin in
#outhe"n #tates+G Chicago %ri!une+ ;1 August 0111+ p) ;)
215 F"an6 #/o(oa an *ames %) ."imali+ FFo" Fins Ti"e ,lant <a Many Failu"esJ Rate in $ll)
E&ceee Othe" Fi"estone #ites+G 3a"hington o"t+ ;? August 0111+ p) A;)
216 Ea"le El"ige+ FFo" O/ne"s -eman 8e/ Ti"es) Many $gno"e ,hase Recall+ <ea to -eale"s
Who5ve Run Out of #toc6+G *$A %oday+ ;; August 0111+ p);')
217 9o""ie ."ant an *ames R) <ealey+ F#ea"s #tops #elling Ti"es $nvolve in ,"o(e Moto"ists Retu"n
Fi"estone -esigns #uspecte of -efect+G *$A %oday+ ? August 0111+ p);')
218 *ames !o& an #umi6o Oshima+ F$n To6yo+ Finge"s ,oint at Fo" fo" M'a Match5 '"igestone May
E&ten Recall to *apan+G *$A %oday+ ;1 August 0111+ p)2')
219 Ea"le El"ige+ FFo" -eale"s Wo""y A(out Ta"nishe $mage+G *$A %oday+ ;1 August 0111+ p)2')
AB
!<A,TER A
!O8#TRU!T$O8 A8- %A9$-AT$O8 OF A ME-$A $8-E= FOR FRAM$8.
TO8E# $8 !R$#$# #$TUAT$O8#
F$RE#TO8EKFOR- A8A9>#$#
Research Questions
'ase on the p"evious finings of the meia ine& fo" f"aming tones+ the
follo/ing "esea"ch is an attempt to p"ovie fu"the" suppo"t fo" the "elia(ility an valiity
of the meia ine& fo" f"aming tones HM$FTI an the inco"po"ation of "eputation
management techniques in c"isis situations) Also+ (y inco"po"ating a mo"e "ecent c"isis
situation into the analysis+ it is p"opose that the"e /ill (e less p"econceive su(4ect
(ias) The follo/ing "esea"ch attempts to fu"the" su(stantiate p"evious finings in
"esponse to the follo/ing "esea"ch questions:
Question ;: $s the p"opose ine& of semantic iffe"entials a vali quantifia(le
ine& fo" evaluating meia tone in "ega"s to meia f"amingE
Question 0: -oes the p"opose ine& fo" evaluating meia tone suggest that the
institution of "eputation management techniques "esult in mo"e positive meia f"aming
tonesE
Methodology
The 00? su(4ects fo" this stuy inclue a convenience sample of college stuents in
English an (usiness classes in a meium southeaste"n histo"ically (lac6 college H<'!I)
Aitionally+ su"veys /e"e aministe"e to a convenience sample of (usiness an
p"ofessional su(4ects) These pa"ticipants "ange in age f"om 0B to A@ /ith mile to a(ove
ave"age incomes) App"o&imately D@ pe"cent of the (usiness an p"ofessional
AC
"esponents a"e college g"auates) The stuy is fai"ly evenly ivie (et/een males an
females+ (ut is ove"ly "ep"esentative of !aucasians)
Each pa"ticipant "eceive one of t/o ne/s sto"ies an a su"vey evaluating meia
f"aming tones H#ee Appeni& 0I) 'oth of the ne/s sto"ies involve the Fi"estoneKFo"
failing ti"e c"isis of 0111) <o/eve"+ one sto"y+ F!oul O; Wo"th of 8ylon <ave #ave
,eople5s 9ivesE E&pe"ts: !aps on #teel 'elts May <elp #top #h"ee Ti"es+G appea"e
to contain an especially negative meia tone to/a"s Fi"estoneJ /he"eas+ the othe" sto"y+
FFi"estone+ Fo" Ta6e #teps To 'oost #upply of Ti"esG appea"s to have a positive tone in
"ega"s to Fo")
The ;1Kitem meia tone ine&+ /hich eliminate the th"ee p"eviouslyKete"mine
invali items+ /as (ase on a fiveKpoint 9i6e"t scale of semantic iffe"entials esc"i(ing
meia tones often inco"po"ate into ne/s sto"ies+ incluing positive an negative+
sympathetic an slighting+
001
an app"oving an isapp"oving H#ee Appeni& 0I) Again+
"athe" than e&amining multiple elements of meia f"aming+ such as sto"y placement an
accompanying visuals+ the ine& loo6e st"ictly at (ipola" meia tones) Each "esponent
/as as6e to "ea eithe" the Fi"estone o" Fo" ne/s a"ticle an complete the 9i6e"t scale)
Relia(ility analyses an facto" analyses /e"e pe"fo"me on the "esults of the su"vey an a
oneK/ay A8O%A /as conucte)
A manipulation chec6 /as also conucte among ?2 pa"ticipants /ho "ea (oth
ne/s a"ticles an complete a sho"tene ve"sion of the su"vey fo" (oth a"ticles) A
"elia(ility analysis /as pe"fo"me on the "esults) Also+ a ,ai"e #amples T Test /as use
to evaluate /hethe" the pe"ceptions of tone in the Fo" an Fi"estone a"ticles /as ue to
001
Michael ,a"enti+ FMethos of Meia Manipulation+G :umani"t, @B H;DDBI+ @)
AD
"anomness alone) -ue to the limite amount of su(4ects involve in this po"tion of the
stuy+ the"e /as no facto" analysis complete)
Results
The "esults of the "elia(ility analysis on the manipulation chec6 p"ouce an alpha
"elia(ility of )CA) The mean fo" the manipulation chec6 /as ;?)1B an the stana"
eviation /as 0)D0) With a mean of KA)1D an a t value of KD)2A+ the ,ai"e #amples T
Test emonst"ate that it /as highly unli6ely that the "esults of the manipulation chec6
/e"e ue to "anomness alone PtH?0IQKD)2A+ pR)111;S)
The ;1Kitem scale p"ouce a "elia(ility of )D0) A mean of ;)1C an a va"iance of
)12 /e"e also o(taine) The scale /as then facto" analy7e using #c"ee plots fo" facto"
elimination) Retention c"ite"ia fo" facto" "etention inclue a minimum eigenvalue
g"eate" than ;)1) The "esults of this analysis p"ouce a single facto" solution /ith an
eigenvalue of @)D2) This facto" inclue items ; H)CAI+ 0 H)B;I+ 2 H)CAI+ ? H)A2I+ @ H)A@I+ A
H)BCI+ B H)CAI+ C H)BDI+ D H)BDI an ;1 H)B@I)
To evaluate the va"iance accounte fo" as pa"t of this manipulation+ a oneK/ay
A8O%A /as use to e&amine items ; th"ough ;1) With a stana" e""o" "eaing of )@2
an F value of 2;@)@@+ the "esults inicate that the complete Meia $ne& of F"aming
Tones HM$FTI fu"the" suppo"t the ine&5s isc"iminate valiity an const"uct valiity)
B1
!<A,TER B
!O8!9U#$O8#
The pu"pose of this "esea"ch /as t/oKfol) With "eputation management (eing a
"elatively ne/ a"ea of stuy+ the"e is ve"y limite "esea"ch availa(le on this topic)
Although the"e a"e some qualitative analyses+ incluing case stuies+ the"e is ve"y little
quantitative "esea"ch to suppo"t the (elief that inco"po"ation of "eputation management
techniques "esult in mo"e positive meia f"aming in c"isis situations)
The"efo"e+ the pu"pose of this p"o4ect /as to p"ovie (oth a qualitative analysis
of the use effective "eputation management techniques in c"isis situations an p"ovie
aitional quantitative suppo"t on the same topic) <o/eve"+ ue to the lac6 of
quantitative evaluative techniques fo" eithe" c"isis "esponse o" the "esulting meia f"ame+
the "esea"ch also sought to evelop an ine& that coul a"ess this topic) The "esea"ch
evelope an analy7e a meia ine& fo" f"aming tones fo" use in c"isis situations)
The qualitative "esea"ch of meia cove"age of the "eactions to the E&&on %ale7
an ;DCA TylenolKcyanie contaminations suppo"te the hypothesis that the inco"po"ation
of "eputation management tactics+ incluing an acceptance of "esponsi(ility+ a
emonst"ation of conce"n+ an co""ective action+ in c"isis situations /ill "esult in a mo"e
positive meia conte&tual f"ame) The qualitative evaluation of the Fo"KFi"estone also
suppo"te this hypothesis)
'oth evaluations suggest that these techniques must (e implemente effectively
an quic6ly (y topKlevel management in o"e" to evelop a mo"e positive meia tone) On
B;
the othe" han+ an ineffective "esponse une"ta6en (y lo/ o" miKlevel management
tene to "esult in a mo"e negative tone)
$t is also note/o"thy in "ega"s to mass communication theo"y+ that once a
positive o" negative tone /as esta(lishe+ the cove"age tene to ahe"e to that tone)
The"efo"e+ this "esea"ch suggests that these "eputation management techniques must ta6e
place at the onset of the c"isis)
9imitations fo" the E&&onKTylenol stuy inclue sample si7e an the selection of
t/o issimila" events) Aitional "esea"ch may focus on a la"ge" sample si7e incluing
nonKf"ont page a"ticles an aitional meia cove"age+ /hich may p"ovie a g"eate"
une"staning of meia f"ame) 9i6e/ise+ an analysis may ta6e place (et/een t/o simila"
events+ such as t/o oil spills) Resea"ch may also e&amine the meia f"aming of iffe"ent
types of isaste"s+ f"om envi"onmental to inust"ial to natu"al to see ho/ f"ames a"e (uilt
anLo" moifie)
9imitations fo" the Fo"KFi"estone stuy inclue the sho"t u"ation of time
analy7e in "esponse to the c"isis) Aitional "esea"ch may /ish to evaluate a mo"e
ela(o"ate ata set to evaluate the meia tone p"esente ove" time) Also+ the selection of
t/o companies involve in the same c"isis may have (een a limitation) While the
evaluation affo"e the a(ility to see ho/ the t/o companies "elate to one anothe" in
c"isis+ the"e /as a tenency to compa"e "esponses+ "athe" than evaluate each on thei"
o/n me"its)
Aitional "esea"ch may also stuy the "igiity of meia f"ame an meia tones+
e&amine /hat ci"cumstances ma6e them so+ an /hat can (e one to change a f"ame once
it has (een aopte)
B0
$n "ega"s to the "esults of (oth quantitative evaluations of "eputation
management techniques+ incluing the evelopment of an ine& fo" evaluating meia
tone HM$FTI+ the M$FT appea"s to (e a vali an "elia(le scale fo" "epo"ting meia
f"aming tones+ suggesting (oth isc"iminate valiity an the (eginnings of const"uct
valiity in (oth evaluations) With the gene"al lac6 of a quantifia(le metho fo"
e&amining meia f"ame+ the implications of a "elia(le an vali scale fo" evaluating
meia f"aming tones coul possi(ly p"ove to (e consie"a(le+ (oth acaemically an
comme"cially) #pecifically+ a quantifia(le metho fo" evaluating meia f"aming tones
coul have implications in evaluating pu(lic "elations campaigns an tactics)
The "esults of this stuy also p"ovie some initial quantitative evience that the
inco"po"ation of "eputation management techniques in c"isis situations+ incluing an
acceptance of "esponsi(ility+ a emonst"ation of conce"n+ an co""ective action+ o "esult
in mo"e positive meia f"aming tones) !onsie"ing the lac6 of quantitative "esea"ch in
c"isis management+ the "esults of this stuy a"e a note/o"thy cont"i(ution to the limite
(oy of 6no/lege in this fiel) With aitional "esea"ch an valiation+ this scale coul
possi(ly (e use to p"ovie evience fo" effective an ineffective c"isis management
th"ough the evaluation of su(sequent meia "esponses)
9imitations fo" this stuy inclue a convenience sample an the limite num(e" of
"esponses) Aitional "esea"ch may focus on a la"ge"+ mo"e "ep"esentative sample+ /hich
may p"ovie aitional valiity of the M$FT) Othe" a"eas fo" stuy may inclue iffe"ent
aspects of meia f"ame) Also+ /hile the M$FT oes appea" to (e a vali an "elia(le scale
fo" "epo"ting tones+ it shoul (e fu"the" e&amine fo" conve"gent an ive"gent valiity)
B2
A,,E8-$= ;
Analy7ing Meia Tone
Introduction:
lea"e read the attached new" "tory carefully, and rate the new" article in term" of the
following ad,ective".
lea"e evaluate the "tory in regard" to the following reporting tones towards the
company in crisis, not the "u!,ect matter. lea"e circle the num!er that !e"t correlate"
with how you felt the "tory wa" framed. #y circling the num!er clo"e"t to an ad,ective,
you are indicating that you felt the "tory wa" framed with that tone. 0or e5ample, !y
circling the num!er clo"e"t to ;approving<, you are indicating that you felt the "tory
contained a more ;approving< media frame. %he middle of the inde5 =num!er />
indicate" that the reporter wa" neutral in term" of the"e ad,ective".
lea"e re"pond to all -ue"tion", even if you felt the "tory wa" neutral in term" of
the ad,ective under con"ideration.
$n te"ms of tone+ the attache ne/s sto"y /as f"ame:
;)
8egative ; 0 2 ? @ ,ositive
0)
#lighting ; 0 2 ? @ #ympathetic
2)
-isapp"oving ; 0 2 ? @ App"oving
?)
!onescening ; 0 2 ? @ -efe"ential
@)
#uppo"tive ; 0 2 ? @ Questioning
B?
A)
Accusato"y ; 0 2 ? @ Accepting
B)
!onemning ; 0 2 ? @ !ong"atulato"y
C)
Apathetic ; 0 2 ? @ !once"ne
D)
A"gumentative ; 0 2 ? @ Une"staning
;1)
!omplimenta"y ; 0 2 ? @ !"itical
;;)
,a"tial ; 0 2 ? @ $mpa"tial
;0)
Un(alance ; 0 2 ? @ 'alance
;2)
E&one"ating ; 0 2 ? @ 'laming
B@
A,,E8-$= 0
Analy7ing Meia ToneNRevise
Introduction:
lea"e read the attached new" "tory carefully, and rate the new" article in term" of the
following ad,ective".
lea"e evaluate the "tory in regard" to the following reporting tones towards the
company in crisis, not the "u!,ect matter. lea"e circle the num!er that !e"t correlate"
with how you felt the "tory wa" framed. #y circling the num!er clo"e"t to an ad,ective,
you are indicating that you felt the "tory wa" framed with that tone. 0or e5ample, !y
circling the num!er clo"e"t to ;approving<, you are indicating that you felt the "tory
contained a more ;approving< media frame. %he middle of the inde5 =num!er />
indicate" that the reporter wa" neutral in term" of the"e ad,ective".
lea"e re"pond to all -ue"tion", even if you felt the "tory wa" neutral in term" of
the ad,ective under con"ideration.
$n te"ms of tone+ the attache ne/s sto"y /as f"ame:
;)
8egative ; 0 2 ? @ ,ositive
0)
#lighting ; 0 2 ? @ #ympathetic
2)
-isapp"oving ; 0 2 ? @ App"oving
?)
!onescening ; 0 2 ? @ -efe"ential
@)
#uppo"tive ; 0 2 ? @ Questioning
A)
Accusato"y ; 0 2 ? @ Accepting
BA
B)
!onemning ; 0 2 ? @ !ong"atulato"y
C)
A"gumentative ; 0 2 ? @ Une"staning
D)
!omplimenta"y ; 0 2 ? @ !"itical
;1)
E&one"ating ; 0 2 ? @ 'laming
BB
'$'9$O.RA,<>
'enoit+ William 9) Account", 45cu"e", and Apologie": A %heory of Image Re"toration
$trategie". Al(any: #tate of 8e/ >o"6 ,"ess+ ;DD@)
'otan+ !ha"les) FA <uman 8atu"e App"oach to $mage an Ethics in $nte"national ,u(lic
Relations)G Journal of u!lic Relation" Re"earch @+ no) 0 H;DD2I: B;KC;)
'"omley+ -ennis ') Reputation, Image and Impre""ion Management. West #usse&+
Englan: *ohn Wiley & #ons+ ;DD2)
'"o/n+ E"yn an 9en A) !osta) FAme"ica5s Most Ami"e !ompanies+G 0ortune ;2D+
H?I+ Ma"ch ;+ ;DDD) ACKC1)
FA/a"eness is Mo"e $mpo"tant than 'ehavio"+ Acco"ing to !ommunicato"s an
Ma"6ete"s)G Communication 3orld ;0+ no) ; H;DD@I: 2@)
-e"vin+ '"ena an Michael 8ilan) F$nfo"mation 8ees an UsesJ A !onceptual an
Methoological Revie/)G Annual Review of Information $cience and %echnology
0; H;DCAI)
Fom("un+ !ha"les *) Reputation: Realizing Value from the Corporate Image. 'oston:
<a"va" 'usiness #chool ,"ess+ ;DDA)
Fom("un+ !ha"les *) an Ma"6 #hanley) FWhat5s in a 8ameE Reputation 'uiling an
!o"po"ate #t"ategy)G Academy of Management Journal 2 H;DD1I: 022K@D)
F"eeman+ R) E/a") $trategic Management: A $ta)eholder Approach. Ma"shfiel+
MA: ,itman+ ;DC?)
."unig+ 9) F$mage an #ym(olic 9eae"ship: Using Focus ."oup Resea"ch to '"ige
the .aps)G Journal of u!lic Relation" Re"earch @+ no) 0 H;DC2I: D@K;0@)
<all+ #tua"t) FOn ,ostmoe"nism an A"ticulation)G Journal of Communication In-uiry,
;1+ no) 0 H;DCAI: ?@KA1)
<utton+ *ames .)+ Michael ') .ooman+ *ill ') Ale&ane"+ an !h"istina M) .enest)
FReputation Management: The 8e/ Face of !o"po"ation ,u(lic RelationsEG
u!lic Relation" Review 0B H011;I: 0?BKA;)
<utton+ *ames .) FThe -efinition+ -imensions an -omain of ,u(lic Relations)G u!lic
Relation" Review 0@+ no) 0 H;DDDI: ;DDK0;?)
3a"talia+ *im) FTechnology #afegua"s fo" a .oo !o"po"ate Reputation)G
Information 45ecutive 2 H;DDDI: ;;K;0)
BC
3oenig+ F"ee"ic6) Rumor in the Mar)etplace: %he $ocial "ychology of
Commercial :ear"ay. -ove"+ Massachusetts: Au(u"n <ouse ,u(lishing
!ompany+ ;DC@)
Ma"chan+ Rolan) Creating the Corporate $oul: %he Ri"e of u!lic Relation" and
Corporate Imagery in American #ig #u"ine"". 'e"6eley an 9os Angeles:
Unive"sity of !alifo"nia ,"ess+ ;DDC)
Ma"coni+ *oe) Image Mar)eting: *"ing u!lic erception" to Attain #u"ine""
+!,ective". !hicago: 8T! 'usiness 'oo6s+ ;DDA)
Matthe/s+ *ay an !ass ,ete"son) FOil Tan6e" !aptain Fi"e Afte" Failing Alcohol TestJ
E&&on 'lames .ove"nment fo" !leanup -elay)G 3a"hington o"t+ 21 Ma"ch
;DCD+ sec) A;+ p) A)
Moffitt+ Ma"y Anne) F!ollapsing an $nteg"ating !oncepts of M,u(lic5 an M$mage5 into a
8e/ Theo"y)G u!lic Relation" Review 01+ no) 0 H;DD@I: ;@DK;B1)
#ha(ecoff+ ,hilip) F#i& ."oups U"ge 'oycott of E&&on)G 6ew 7or) %ime". 2 May ;DCD+
p) ;B
#ie(e"t+ F"e #)+ Theoo"e ,ete"son+ an Wil(u" #ch"amm) 0our %heorie" of the re"".
U"(ana an !hicago: Unive"sity of $llinois ,"ess+ ;DA2)
#ilve"+ $"a) F#t"ategically 9egitimi7ing ,hilanth"opists5 $entity !laims: !ommunity
O"gani7ations as 3ey ,laye"s in the Ma6ing of !o"po"ate #ocial Responsi(ility)G
$ociological er"pective" ??+ no) 0 H011;I: 022K0@2)
#ullivan+ Allanna) F,"oteste"s Ove" E&&on <anling of Oil #pill ,lan !onf"ontation At
Annual Meeting)G 3all $treet Journal, ;B Ma"ch ;DCD+ sec) AC)
#ullivan+ Allanna an A) 'ennett) F!"itics Fault !hief E&ecutive of E&&on on <anling
Recent Alas6an Oil #pill)G 3all $treet Journal+ 2; Ma"ch ;DCD+ p) ';
Theus+ 3ath"yn T) FAcaemic Reputations: The ,"ocess of Fo"mation an -ecay)G
u!lic Relation" Review ;D+ no) 2 H;DD2I: 0BBKD;)
Wa"tic6+ #teven 9) FThe Relationship 'et/een $ntense Meia E&posu"e an !hange in
!o"po"ate Reputation)G #u"ine"" 2 $ociety+ ;DCC) 22K@1)
Weiss+ Allen M) an E"in Ane"son) F!onve"ting f"om $nepenent to Employee #ales
Fo"ces: The Role of ,e"ceive #/itching !osts)G Journal of Mar)eting Re"earch
0D H;DD0I: ;1;K;@)
BD
>oon+ Eusang+ <ugh .uffey+ an %ale"ie 3i4e/s6i) FThe Effects of $nfo"mation an
!ompany Reputation on $ntentions to 'uy a 'usiness #e"vice)G Journal of
#u"ine"" Re"earch 0B+ no) 2 H;DD2I: 0;@K0C)
Chicago Tribune
E&&on & Tylenol
Associate ,"ess) FTylenol Ma6e" Ening !apsule #ales)G Chicago %ri!une, ;C
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Ap"il ;DCD+ sec) A;)
'u6"o+ !asey) FOil #pill is -isaste" fo" Willife)G Chicago %ri!une, 0 Ap"il ;DCD+ sec)
A;)
'u6"o+ !asey) FRoc6 'y Roc6+ the Oil !leanup $nches Fo"/a")G Chicago %ri!une, ?
'uu"sma+ '"uce) FOil #pill #p"eas Out of !ont"ol 'ush <ints at Fee"al $nte"vention)G
Chicago %ri!une, 0D Ma"ch ;DCD+ sec) A;)
'uu"sma+ '"uce) FTan6e" !aptain Fi"eJ Alcohol Use !onfi"me)G Chicago %ri!une, 2;
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!a/ley+ *anet) F'ush: $ #till 'ac6 -"illing fo" Alas6an Oil)G Chicago %ri!une, ; Ap"il
;DCD+ sec) A;)
!hicago T"i(une Wi"es) FAnothe" -o/ Reco" -ay <ighKTech #toc6s 9ea !ha"ge
To/a" ;B11)G Chicago %ri!une, ;D Fe("ua"y ;DCA+ sec) A;)
!hicago T"i(une Wi"es) F9a"gest U)#) Oil #pill Th"eatens Ma"ine 9ife)G Chicago
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!hicago T"i(une Wi"es) FRules of U)#)+ E&&on %iolate in Oil #pill)G Chicago %ri!une,
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!hicago T"i(une Wi"es) FFi"m MOve"/helme5 'y Oil #pill !leanup)G Chicago
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!la"6+ 3enneth R) F<ealines 8o/ Monopoli7ing 'oa" .ames)G Chicago %ri!une, 0;
C1
9ent7+ ,hilip) FTylenol -eath M$solate $ncient5)G Chicago %ri!une, ;0 Fe("ua"y ;DCA+
sec) A;)
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sec) A;)
9ent7+ ,hilip) F$llinois *oins 'an on Tylenol !apsules)G Chicago %ri!une, ;@ Fe("ua"y
;DCA+ sec) A;)
9ent7+ ,hilip) FTylenol5s Ma6e" .iving Up On !apsules)G Chicago %ri!une, ;C
,ovich+ Elaine #) FT"anspo"tation #ec"eta"y #amuel #6inne" #ai Thu"say That the
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#he""o+ ,amela) FTylenol #ca"e Th"eatens Re(oun)G Chicago %ri!une, ;0 Fe("ua"y
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#he""o+ ,amela) F*ohnson & *ohnson5s -ecision 9ast Wee6 to #top Ma6ing 8onK
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Winte"+ !h"istine) F#toc6s 3eep Up Routine C
th
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Chicago %ri!une, ;D Fe("ua"y ;DCA+ sec) A;)
Chicago Tribune
Fi"estone & Fo"
Associate ,"ess) F!omplaints Against Fi"estone #oa") U)#) 8o/ $nvestigating ?A
-eaths fo" 9in6s to Faulty Ti"es)G Chicago %ri!une, C August 0111+ p) ?)
Associate ,"ess) FFi"estone Recalls A)@ Million Ti"es) ?A T"uc6+ #U% -eaths ,"ompt
!ompany5s Replacement Offe")G Chicago %ri!une+ D August 0111+ p) ;)
'ohlen+ William ,) FE&pan Ti"e Recall+ #afety ."oups $nsist) Fo" !ontinues to 'ac6
Fi"estone)G Chicago %ri!une+ ;@ August 0111+ p) ;)
!ommane"+ 9au"en) F!onsume"s 8ot Alone $n Ti"e Recall !onfusion) -eale"s !aught
#ho"t As !alls ,ou" $n)G Chicago %ri!une+ ;1 August 0111+ p) ;)
C;
!ommane"+ 9au"en) FFacing the 9ia(ility Question '"igestoneLFi"estone is #etting
Asie O2@1 Million to ,ay fo" $ts Massive Ti"e Recall) 'ut Analysts+ an
9a/ye"s+ #ay Much Mo"e May (e neee fo" 9egal #ettlements an -amages)
Fo" also !oul Face #uits)G Chicago %ri!une+ ;; August 0111+ p);
!ommane"+ 9au"en) FFi"estone .ains #ome Fans /ith Recall ,olicy)G Chicago
%ri!une, ;0 August 0111+ p) ;)
!ommane"+ 9au"en) FTi"e ,"o(e Wiens+ 9oo6s at A0 -eaths) Fi"estone Offe"s O;11K
AKTi"e Re(ate)G Chicago %ri!une+ ;A August 0111+ p) ;)
!hallos+ !ou"tney) F$n -ecatu"+ $t5s 8ot *ust Recall+ $t5s ,e"sonal) Fi"estone Wo"6e"s
-efen *o(s+ To/n They 9ove)G Chicago %ri!une+ ;2 August 0111+ p) ;
."eising+ -avi) F9egal Eagles #/oop -o/n on Ti"e Remains)G Chicago %ri!une+ ;;
August 0111+ p) ;)
Mate4a+ *im) F'"igestoneLFi"estone Recalls A)@ Million Ti"es Replacement ,"og"am to
'egin in #outhe"n #tates)G Chicago %ri!une+ ;1 August 0111+ p) ;)
T"i(une 8e/s #e"vice) FFo" T"aces #uspect Ti"es to #t"i6e ,e"io in -ecatu")G
Chicago %ri!une+ ;? August 0111+ p) 2)
T"i(une 8e/s #e"vice) FFi"estone Repo"tely Recalling Ti"es #uspecte in Fatal
!"ashes)G Chicago %ri!une, D August 0111+ p) A)
T"i(une 8e/s #e"vice) FFi"estone Ti"es Ta"get of U)#) $nvestigation)G Chicago %ri!une+
2 August 0111+ p) ;0)
T"i(une #taff an Wi"es) FTi"e #ho"tage Tie to Recall)G Chicago %ri!une+ ;B August
0111+ p) 2)
Wet7el+ -aniel) FFacing the 9ia(ility Question ,ast Recall Offe"s .uie on What 8ot to
-o)G Chicago %ri!une+ ;; August 0111+ p) ;)
NY Times
E&&on & Tylenol
'"o/n+ Malcolm W) F#tuying Oil #pill5s -amage to Willife+ #cientists <ope to
#alvage 9essons)G 6ew 7or) %ime", 0 Ap"il ;DCD+ sec) A;)
'"o/n+ Malcolm W) FAlas6a 'ans <e""ing Fishing in OilKFoule #oun)G 6ew 7or)
%ime", ? Ap"il ;DCD+ sec) A;)
C0
Egen+ Timothy) F<igh Wins <ampe" Oil #pill !leanup Off Alas6a)G 6ew 7or) %ime",
0C Ma"ch ;DCD+ sec) A;)
Egen+ Timothy) FFishe"men an #tate Ta6e !ha"ge of Effo"ts to !ont"ol Alas6a #pill)G
6ew 7or) %ime", 0D Ma"ch ;DCD+ sec) A;)
Egen+ Timothy) FE&&on !oncees it !an5t !ontain Most of Oil #pill)G 6ew 7or) %ime",
21 Ma"ch ;DCD+ sec) A;)
Egen+ Timothy) FAlas6a5s #tain: -elicate 'alance Unone)G 6ew 7or) %ime", ; Ap"il
;DCD+ sec) A;)
3e""+ ,ete") FTylenol is 9in6e to a !yanie -eath in >on6e"s)G 6ew 7or) %ime", ;;
F9ongKTe"m Wo""ies Ove" Fish)G 6ew 7or) %ime", 2; Ma"ch ;DCD+ sec) A;)
Maue"+ Richa") FAlas6a Aie Assails Oil $nust"y fo" M$naequate5 Response to #pill)G
6ew 7or) %ime", 0A Ma"ch ;DCD+ sec) A;)
Maue"+ Richa") FUnlicense Mate Was in !ha"ge of #hip That <it Reef+ E&&on #ays)G
6ew 7or) %ime", 0B Ma"ch ;DCD+ sec) A;)
McFaen+ Ro(e"t -) FT/o 'ottles of ,oisone Tylenol We"e #hippe (y #ame
-ist"i(uto")G 6ew 7or) %ime", ;A Fe("ua"y ;DCA+ sec) A;)
McFaen+ Ro(e"t -) FWestcheste" 9eae" !alls on U)#) to 'an 8onp"esc"iption
!apsules)G 6ew 7or) %ime", ;B Fe("ua"y ;DCA+ sec) A;)
McFaen+ Ro(e"t -) FMa6e" of Tylenol -iscontinuing All Ove"K!ounte" -"ug
!apsules)G 6ew 7or) %ime", ;C Fe("ua"y ;DCA+ sec) A;)
Molots6y+ $"vin) FMany -"ug Ma6e"s ,lan to !ontinue !apsule Use)G 6ew 7or) %ime",
;D Fe("ua"y ;DCA+ sec) A;)
F8e/ #umma"y #unay)G 6ew 7or) %ime", ;A Fe("ua"y ;DCA+ sec) A;)
8o"man+ Michael) FOfficials #ay Fatal Tampe"ing of Tylenol Was $solate !ase)G 6ew
7or) %ime", ;0 Fe("ua"y ;DCA+ sec) A;)
8o"man+ Michael) F0- Tainte 'ottle of Tylenol Foun (y $nvestigato"s)G 6ew 7or)
%ime", ;? Fe("ua"y ;DCA+ sec) A;)
8o"man+ Michael) FF)')$) is Assigning Tylenol $nqui"y M<ighest ,"io"ity5)G 6ew 7or)
%ime", ;@ Fe("ua"y ;DCA+ sec) A;)
C2
,"o6esch+ #teven) FTylenol: -espite #ha"p -isputes+ Manage"s !ope)G 6ew 7or)
%ime", 02 Fe("ua"y ;DCA+ sec) A;)
#chneie"+ 3eith) FT"ansfe" of Remaining Oil F"om Tan6e" Moves #lo/ly)G 6ew 7or)
%ime", 0 Ap"il ;DCD+ sec) A;)
#chneie"+ 3eith) FUne" Oil5s ,o/e"ful #pell+ Alas6a Was Off .ua")G 6ew 7or)
%ime", 0 Ap"il ;DCD+ sec) A;)
#chneie"+ 3eith) F#hip May <ave 'een on Autopilot)G 6ew 7or) %ime", A Ap"il ;DCD+
sec) A;)
#ha(ecoff+ ,hilip) F9a"gest U)#) Tan6e" #pill #pe/s 0B1+111 'a""els of Oil Off Alas6a)G
6ew 7or) %ime", 0@ Ma"ch ;DCD+ sec) A;)
#ha(ecoff+ ,hilip) F!aptain of Tan6e" <a 'een -"in6ing+ 'loo Tests #ho/)G 6ew
7or) %ime", 2; Ma"ch ;DCD+ sec) A;)
New York Times
Firestone Ford
'a"(o7a+ -avi) FWo"6e"s Question Evience in Ti"e Recall)G 67 %ime"+ ;@ August
0111+ p)!A)
'lai"+ *ayson) FTi"e Recall '"ings #ome ,anic an a 9a"ge 8ee fo" ,atience)G 67
%ime"+ ;; August 0111+ p)!;)
'"ashe"+ 3eith) FFee"al Officials #ay They Will Toughen #tana"s fo" Ti"es)G 67
%ime"+ ;B August 0111+ p)!;)
'"ashe"+ 3eith) FFo" #ays Fi"estone Was A/a"e of Fla/ in its Ti"es (y ;DDB)G 67
%ime"+ ;? August 0111+ p)A;)
'"ashe"+ 3eith) FTi"e !ompany is Encou"age to '"oaen Recall ,lans)G 67 %ime"+ ;@
August 0111+ p)!;)
'"ashe"+ 3eith) FTi"e -eaths a"e 9in6e to Rollove"s)G 67 %ime"+ ;A August 0111+
p)!;)
-eutsch+ !lauia <) FFi"estone #c"am(les to Meet -eman fo" Replacement Ti"es)G
67 %ime"+ ;0 August 0111+ p)!2)
-eutsch+ !lauia <) FWhe"e Ru((e" Meets the RoaJ Recall of Fi"estone Ti"es is aime
at -amage !ont"ol)G 67 %ime"+ ;1 August 0111+ p)!;)
C?
-eutsch+ !lauia <) FTi"e Technology <as '"e !onsistency an !ompati(ility)G 67
%ime"+ ;; August 0111+ p)!0)
Eito"ial -es6) FWhen Ti"es #ta"t 'lo/ing Apa"t)G 67 %ime"+ ;; August 0111+ p)A;C)
Fee"+ 'a"na(y *) FUnusual 9ine of 'usiness fo" 9a/ye"s)G 67 %ime"+ ;A August 0111+
p)!;)
F"euenheim+ Milt) F'"igestone #ai to ,lan 'ig Recall of Ti"es)G 67 %ime"+ D August
0111+ p)!;C)
#ims+ !alvin) FA Ta6eove" With ,"o(lems fo" *apanese Ti"e Ma6e")G 67 %ime"+ ;1
August 0111+ p)!?)
#ims+ !alvin) F'"igestone to Registe" Reco" !hange)G 67 %ime"+ ;; August 0111+
p)!0)
The 8> Times) FU)#) to $nvestigate 0; -eaths Tie to Ti"es on #po"t Utilities)G 67
%ime"+ 2 August 0111+ p)!B)
Wal+Matthe/ 9) FTi"e T"ou(le)G 67 %ime"+ ;2 August 0111+ sec) ?+ p) 0)
Wal+ Matthe/ 9) FT"ea Failu"es 9ea to Recall of A)@ Million Fi"estone Ti"es)G 67
%ime"+ ;1 August 0111+ p)A;)
!os "ngeles Times
E&&on & Tylenol
Associate ,"ess) FTylenol 'an Wiens Afte" 0
n
Tainte *a" is Foun)G 8o" Angele"
%ime", ;? Fe("ua"y ;DCA+ sec) A;)
Associate ,"ess) F,oison in 0 Tylenol 'ottles 9in6e to the #ame #ou"ce)G 8o"
Angele" %ime", ;A Fe("ua"y ;DCA+ sec) A;)
Associate ,"ess) FTop 'ush Aies #ent to Alas6a #pill)G 8o" Angele" %ime", 0C Ma"ch
;DCD+ sec) A;)
Associate ,"ess) FE&&on5s Response !alle Too #lo/J Alas6a .ove"no" !"itical of
Fi"m5s Actions in Oil #pill)G 8o" Angele" %ime", 0D Ma"ch ;DCD+ sec) A;)
Associate ,"ess) F'ush -ecies 8ot to Ta6e Ove" Alas6a #pill !leanupJ !oast .ua"
#hoc6e 'y ."ouning)G 8o" Angele" %ime", 21 Ma"ch ;DCD+ sec) A;)
C@
Associate ,"ess) FE&&on Apologi7es fo" #pillJ !aptain ,lans to .ive UpJ .iving MFull
Attention+5 Fi"m #ays)G 8o" Angele" %ime", 2 Ap"il ;DCD+ sec) A;)
Associate ,"ess) F%ale7 !aptain Tu"ns <imself $nJ 'ail #et at O@11+111 fo" !ha"ges
F"om Alas6a Oil #pill)G 8o" Angele" %ime", @ Ap"il ;DCD+ sec) A;)
!imons+ Ma"lene an Ro(e"t 9) *ac6son) F9atest Tylenol ,oisoning: A 8ightma"e
!omes T"ue)G 8o" Angele" %ime", 02 Fe("ua"y ;DCA+ sec) A;
-olan+ Mau"a an Ronal ') Taylo") FAlas6a Oil #pill May (e 9a"gest in U)#) Wate"s)G
8o" Angele" %ime", 0@ Ma"ch ;DCD+ sec) A;)
-olan+ Mau"a an Ronal ') Taylo") FTan6e" #pills Afte" <itting Reef Off Alas6a)G 8o"
Angele" %ime", 0@ Ma"ch ;DCD+ sec) A;)
-"ogin+ 'o() FTylenol -eath !alle $solateJ 'ut #to"es in 2? #tates ,ull 'ottles Off
#helves)G 8o" Angele" %ime", ;0 Fe("ua"y ;DCA+ sec) A;)
.ooman+ *ohn *) F!yanieK9ace Tylenol 3ills Woman in 8)>)G 8o" Angele" %ime",
;; Fe("ua"y ;DCA+ sec) A;)
.olman+ *ohn *) an Ma"lene !imons) F!yanie Foun in 0
n
Tylenol 'ottleJ Wa"nings
$ssue)G 8o" Angele" %ime", ;? Fe("ua"y ;DCA+ sec) A;)
.olman+ *ohn *) an Ma"lene !imons) FAgencies ,u"sue Massive ,"o(e of Tylenol
,oisoning)G 8o" Angele" %ime", ;@ Fe("ua"y ;DCA+ sec) A;)
.olman+ *ohn *) an Ma"lene !imons) FTylenol5s Ma6e" Ens !apsule UseJ *ohnson &
*ohnson #/itches to ,ills fo" ,atient Meicines)G 8o" Angele" %ime", ;C Fe("ua"y
;DCA+ sec) A;)
*ehl+ -ouglas) FU)#) Officials to Assume 'igge" Oil !leanup RoleJ !oast .ua" to .et
$nc"ease Autho"ity in Effo"t to !ont"ol Alas6an #pillJ Milita"y T"oops Reaie)G
8o" Angele" %ime", B Ap"il ;DCD+ sec) A;)
*ones+ Tama"a) FAlas6a Tan6e" ,ilote (y Unqualifie Office"J E&&on Una(le to E&plain
!aptain5s A(senceJ Rising Wins #ti" Fea"s of Oil #lic6 -amage)G 8o" Angele"
%ime", 0B Ma"ch ;DCD+ sec) A;)
*ones+ Tama"a) FOil Fouls Alas6a #ho"e as Wins Foil !leanupJ #lic6 #p"eas Ove" ;11
#qua"e Miles)G 8o" Angele" %ime", 0C Ma"ch ;DCD+ sec) A;)
*ones+ Tama"a) FAlas6ans Rush to #ave #almon A"eas F"om Oil)G 8o" Angele" %ime",
0D Ma"ch ;DCD+ sec) A;)
CA
*ones+ Tama"a an Michael ,a""ish) FOil #pill !leanup Effo"t in Alas6a -"a/ing Fi"eJ
$nust"y Response !alle #lo/ an $naequateJ !"e/ of Tan6e" Teste fo"
Alcohol an -"ug Use)G 8o" Angele" %ime", 0A Ma"ch ;DCD+ sec) A;)
F9)A) Ma"6ets ,ull Tylenol F"om #helves Afte" -eath)G 8o" Angele" %ime", ;; Fe("ua"y
;DCA+ sec) A;)
9aute"+ -avi an -ouglas *ehl) F'ush #ens Top Aies to Assess #pill -amage)G 8o"
Angele" %ime", 0D Ma"ch ;DCD+ sec) A;)
9aute"+ -avi) F9egally -"un6 #hip5s !aptain Fi"e 'y E&&on)G 8o" Angele" %ime", 2;
F8ationJ Tan6e" Emptie+ A/aits Refloating)G 8o" Angele" %ime", ? Ap"il ;DCD+ sec)
A;)
,ete"son+ *onathan an -onal Woutat) F.as ,"ice <i6es #een !ontinuingJ -is"uption
of Alas6a !"ue '"ings Ris6 of West !oast Fuel #ho"tages)G 8o" Angele" %ime",
; Ap"il ;DCD+ sec) A;)
,"yo"+ 9a""y) F."ouning of Tan6e" !aps 9engthy -e(ate Ove" Ris6s)G 8o" Angele"
Rempel+ William !) FWa"nings UnheeeJ -isaste" at %ale7: ,"omises Un6ept)G 8o"
Angele" %ime", 0 Ap"il ;DCD+ sec) A;)
Reute"s) FWeathe" #lo/s Alas6an Oil !leanup Wo"6J .ove"no" to #ee6 Fee"al Ai
Afte" 9a"gest U)#) Oil #pill)G 8o" Angele" %ime", 0B Ma"ch ;DCD+ sec) A;)
#tamme"+ 9a""y ') FAleut <unting ."ouns FouleJ !entu"iesKOl Way of 9ife May
-"o/n in 'lac6 Tie)G 8o" Angele" %ime", B Ap"il ;DCD+ sec) A;)
#tein+ Ma"6) FF'$ #ta"ts ,"o(e of %ale7 #pill as Toll Mounts)G 8o" Angele" %ime", ;
#tein+ Ma"6) FA""est of Missing Tan6e" !aptain #ought (y Alas6a)G 8o" Angele" %ime", 0
#tein+ Ma"6) FAlas6ans T"y $mpossi(le *o(: !leaning Up Oil)G 8o" Angele" %ime", ?
#tein+ Ma"6) F#hip RefloateJ Fo"me" #6ippe" .ives #elf Up)G 8o" Angele" %ime", A
U,$) FRest"ictions on #hipments of Alas6an Oil Reimpose)G 8o" Angele" %ime", ?
CB
U,$) FE&&on %ale7 Refloate)G 8o" Angele" %ime", @ Ap"il ;DCD+ sec) A;)
Woutat+ -onal) F.as ,"ices Rise 'y the <ou" in 9)A)J Refine"s !ut 'ac6)G 8o"
Angele" %ime", 2; Ma"ch ;DCD+ sec) A;)
Woutat+ -onal) FFlo/ of Oil to #tate RisesJ #o -o .as ,"ices)G 8o" Angele" %ime", ?
Woutat+ -onal an Mau"a -olan) F8e/s AnalysisJ Oil Fouls Alas6a #ho"e as Wins
Foil !leanupJ #pill %ie/e as 'lo/ to $nust"y E&pansion)G 8o" Angele" %ime",
0C Ma"ch ;DCD+ sec) A;)
#$" Today
E&&on & Tylenol
9a/"ence+ !alvin *") an *uy 3een) FOil ,"ices Rise as #pill A"ea Wiens)G *$A
%oday+ 0C Ma"ch ;DCD+ sec) A;)
Tyson+ Rae) F#6ippe" Fi"eJ Oil #pill ,"o(e !ites -"in6ing)G *$A %oday+ 2; Ma"ch
;DCD+ sec) A;)
Tyson+ Rae an *uy 3een) FWhite <ouse May Wae in to !lean #pill)G *$A %oday+ 0D
#$" Today
Fi"estone & Fo"
!o&+ *ames an #umi6o Oshima) F$n To6yo+ Finge"s ,oint at Fo" fo" M'a Match5
'"igestone May E&ten Recall to *apan)G *$A %oday+ ;1 August 0111+ p)2')
El"ige+ Ea"le) FFo" -eale"s Wo""y A(out Ta"nishe $mage)G *$A %oday+ ;1 August
0111+ p)2')
El"ige+ Ea"le) FFo" O/ne"s -eman 8e/ Ti"es) Many $gno"e ,hase Recall+ <ea
to -eale"s Who5ve Run Out of #toc6)G *$A %oday+ ;; August 0111+ p);')
El"ige+ Ea"le an -avi 3iley) FFi"estone Wa"ns of 8ation/ie Ti"e #ho"tage)G *$A
%oday+ ;A August 0111+ p);')
El"ige+ Ea"le an #a"a 8athan) F-ata ,oint to Fi"estone Ti"es Mae at $llinois Facto"
Fo" Analysis #ho/s <igh Rate of Wa""anty !laims f"om -ecatu" ,lant)G *$A
%oday+ ;? August 0111+ p);')
CC
Fa""ell+ ."eg) F,hase Recall May 'ac6fi"e+ E&pe"ts #ay)G *$A %oday+ ;; August 0111+
p)0')
Foga"ty+ Thomas A) F,lant Employees -isappointe) Ti"ema6e"s -efen Wo"6manship+
Quality of ,"oucts)G *$A %oday+ ;1 August 0111+ p)2')
Foga"ty+ Thomas A) an #ha/n >oung) FTi"ema6e"s 'oost Output to Meet -eman fo"
Replacements Fi"estone ,e"mits -eale"s to #/ap fo" Othe" '"ans)G *$A %oday+
;? August 0111+ p)2')
."ant+ 9o""ie) FMo"e Retaile"s ,ull 2 Fi"estone Ti"es F"om #toc6 #afety of AT=+
Wile"ness '"ans Une" #c"utiny)G *$A %oday+ B August 0111+ p);')
."ant+ 9o""ie) F#lo/ Reaction May <aunt Fi"estone Ti"ema6e" #houl <ave Move
Faste"+ $mage Analysts #ay)G *$A %oday+ ;1 August 0111+ p);')
."ant+ 9o""ie an *ames R) <ealey) F#ea"s #tops #elling Ti"es $nvolve in ,"o(e
Moto"ists Retu"n Fi"estone -esigns #uspecte of -efect)G *$A %oday+ ? August
0111+ p);')
<ealey+ *ames) FTi"es to (e Recalle) ?A -eaths 'lame on 2 Fi"estone Moels)G *$A
%oday+ D August 0111+ p);A)
<ealey+ *ames) FWhat >ou -on5t 3no/ A(out >ou" Ti"es #eale !ases+ 9ac6 of <any
-ata Mean 8o Telling <o/ #afe >ou" Wheels A"e)G *$A %oday+ ;; August 0111+
p);')
<ealey+ *ames R) an 9o""ie ."ant) F-eath Toll Rises in Ti"e $nqui"y 0@ Mo"e Fatalities
9in6e to ,eeling Fi"estone T"ea)G *$A %oday+ C August 0111+ p);')
<ealey+ *ames R) an #a"a 8athan) F!oul O; Wo"th of 8ylon <ave #ave ,eople5s
9ivesE E&pe"ts: !aps on #teel 'elts May <elp #top #h"ee Ti"es)G *$A
%oday+ D August 0111+ p);')
<ealey+ *ames R) an #a"a 8athan) FFo" Might -"op Fi"estone Ti"es Une"
$nvestigation Automa6e" #ays it is MA(solutely5 !once"ne /ith !onsume"
Resistance)G *$A %oday+ 2 August 0111+ p);')
3iley+ -avi) FFo" !hief Wants to #pee Ti"e Recall)G *$A %oday+ ;B August 0111+
p);A)
3iley+ -avi) FFo" Use !lout to Fo"ce Fi"estone $nto Action)G *$A %oday+ ;; August
0111+ p)0')
CD
3iley+ -avi) FFi"estone5s *apanese ,a"ent ,uts '"an5s Fate in Fo"5s <ans) Analyst
#ays Unite F"ont May (e 'est Way to <anle !"isis)G *$A %oday+ ;A August
0111+ p)A')
3iley+ -avi) F8asse" #ays -esign 8ot a ,"o(lem)G *$A %oday+ ;B August 0111+ p)0')
3iley+ -avi an *ames R) <ealey) FFo" !EO Ta6es Recall Reins As Mo"e Questions
A"ise)G *$A %oday+ ;B August 0111+ p) ;')
8athan+ #a"a) FA)@ Million Ti"es Recalle Fi"estone ,lans Action in ,hases)G *$A
%oday+ ;1 August 0111+ p);A)
8athan+ #a"a an Ea"le El"ige) FFi"estone ,ic6s Up ,ace of Recall) #tates !lamo" to
(e ae to Fi"st ,hase)G *$A %oday+ ;@ August 0111+ p) 2')
Reute"s) FTi"e Ma6e" -eflecte Evience of Fla/s fo" >ea"s)G *$A %oday+ ;1 August
0111+ p);0A)
8athan+ #a"a an -avi 3iley) FFi"estone Recall #hifts into <ighe" .ea")G *$A %oday+
;A August 0111+ p);A)
Reute"s) FTa"y+ Evasive Fi"estone !opies Faile 'usiness Moel)G *$A %oday+ ;A
August 0111+ p);CA)
%ashington &ost
E&&on & Tylenol
At6inson+ Ric6) FWa6ing Up to the 8e/ Tylenol 8ightma"eJ *ohnson & *ohnson #till
Reeling F"om 9ongK-"eae Recu""ence)G 3a"hington o"t, 02 Fe("ua"y ;DCA+
sec) A;)
<ilts+ ,hilip *) FTylenol ,"o(e"s !onfoune (y M9oc6eKRoom5 Myste"y)G 3a"hington
o"t, ;@ Fe("ua"y ;DCA+ sec) A;)
<ilts+ ,hilip *) an !a"oline E) Maye") F8)>) Tylenol !ase Appea"s to (e an $solate
<omicieJ Only One !yanieKTainte ,ac6age Foun)G 3a"hington o"t, ;0
<offman+ -avi) FU)#) ,lans 'igge" Role in !leanup of Oil #pill)G 3a"hington o"t, B
Matthe/s+ *ay) F#pill ,"o(e Focuses on !"e/ E""o"J As Oil #lic6 #p"eas+ Tan6e"5s
Wo"6e"s Une"go -"ug Tests)G 3a"hington o"t, 0A Ma"ch ;DCD+ sec) A;)
D1
Matthe/s+ *ay) FUnqualifie 2
"
Mate ,ilote #hipJ E&&on Official -etails Tan6e"
."ouning in Reco" U)#) Oil #pill)G 3a"hington o"t, 0A Ma"ch ;DCD+ sec) A;)
Matthe/s+ *ay) F#pill !leanup E&pecte to Ta6e MonthsJ E&tensive <a"m to Alas6a
Fo"eseen)G 3a"hington o"t, 0C Ma"ch ;DCD+ sec) A;)
Matthe/s+ *ay) FU)#) Officials #ent to Assess Oil !leanupJ Ta6eove" is <inte if
Ope"ation 9ags)G 3a"hington o"t, 0D Ma"ch ;DCD+ sec) A;)
Matthe/s+ *ay) F#pill !leanup E&pecte to Ta6e MonthsJ E&tensive <a"m to Alas6a
Fo"eseen)G 3a"hington o"t, 0D Ma"ch ;DCD+ sec) A;)
Matthe/s+ *ay) FTan6e" !aptain 8ot Teste ,"omptlyJ !oast .ua" Office" #melle
Alcohol+ Was Una/a"e of U"inalysis 3it)G 3a"hington o"t, 21 Ma"ch ;DCD+ sec)
A;)
Matthe/s+ *ay an !ass ,ete"son) FOil Tan6e" !aptain Fi"e Afte" Failing Alcohol TestJ
E&&on 'lames .ove"nment fo" !leanup -elay)G 3a"hington o"t, 2; Ma"ch
;DCD+ sec) A;)
McAlliste"+ 'ill) FMillions of .allons of Oil #pill into Alas6an #ounJ Waves
<ampe"ing !ontainment Effo"ts)G 3a"hington o"t, 0@ Ma"ch ;DCD+ sec) A;)
,ete"son+ !ass) F#hipping Fi"m #ays Effo"t to !ontain -amage is FailingJ F'$
$nvestigating ,ossi(le Felonies)G 3a"hington o"t, ; Ap"il ;DCD+ sec) A;)
,ete"son+ !ass) FMillions of #almon at #ta6e in M'attle of #a/mill 'ay5J A"my of
'oatmen Fights Avancing Oil #lic6)G 3a"hington o"t, ? Ap"il ;DCD+ sec) A;)
,ete"son+ !ass an *ay Matthe/s) F#pill Raises -ou(ts on Oil $nust"yJ !ont"ol
A(ilities+ !ommitment ,ut to Test Off Alas6a)G 3a"hington o"t, 0 Ap"il ;DCD+
sec) A;)
,otts+ Ma"6) FE&&on !onf"onts Reputation #taine (y Oil #pill)G 3a"hington o"t, 2
%ashington &ost
Fi"estone & Fo"
!hea+ Te"ence) FAn&ious -"ive"s+ 'usy -eale"s)G 3a"hington o"t+ ;1 August 0111+ p)
E;)
."imali+ *ames %) FTestimony $nicates A(uses at Fi"estoneJ Manage"s -on5t Fi& Ti"e
Fla/s+ E&KWo"6e"s !laim)G 3a"hington o"t+ ;2 August 0111+ p) A;)
D;
."imali+ *ames %) FTi"ema6e" Moves to #ettle #uitsJ Mo"e !laims Against
'"igestoneLFi"estone 9i6ely to Follo/ Recall)G 3a"hington o"t+ ;1 August
0111+ p) E;)
3lein+ Alec an *ames %) ."imali+ FFi"estone+ Fo" Ta6e #teps To 'oost #upply of
Ti"es+G 00 August 0111+ p) E;)
Maye"+ !a"oline E) an 8eil $"/in) FA0 -eaths May 'e 9in6e to Ti"esJ U)#) Raises
Figu"e in Fi"estone !ase)G 3a"hington o"t+ ;A August 0111+ p) E;)
Maye"+ !a"oline E) an 8eil $"/in) F$nsu"e" #ays it Repo"te 'a Ti"es in ;DDC)G
3a"hington o"t+ ;B August 0111+ p) E;)
#chneie"+ ."eg) F'"igestoneLFi"estone to 'oost Ti"e Output+ $mpo"ts)G 3a"hington
o"t+ ;0 August 0111+ p) E;)
#chneie"+ ."eg) F!ustome"s Fin -eale"s Un"eay fo" Ti"e RecallJ F"ust"ations Rise
-ay Afte" Massive Fi"estone Move)G 3a"hington o"t+ ;; August 0111+ p) E;)
#6"7yc6i+ !iny) FFi"estone to Recall Millions of Ti"esJ Moels Foun on #U%s
#uspecte in ?A -eaths)G 3a"hington o"t+ D August 0111+ p) A;)
#6"7yc6i+ !iny) FFu"the" Ti"e Recalls Re4ecteJ Fi"estone 'lames -"ive" A(use Fo"
,"o(lems Ove"seas)G 3a"hington o"t+ ;@ August 0111+ p) E;)
#6"7yc6i+ !iny) FA)@ Million Ti"es A"e Ta"get of RecallJ Fi"estone Una(le to
!onclusively E&plain Failu"es)G 3a"hington o"t+ ;1 August 0111+ p) A;)
#6"7c6i+ !iny) FU)#) #ee6s 8e/ Test fo" Ti"esJ Roa !onitions May >iel !lues)G
3a"hington o"t+ ;0 August 0111+ p) A;)
#6"7c6i+ !iny an 8eil $"/in) FFu"the" Ti"e Recalls Re4ecteJ Fi"estone 'lames -"ive"
A(use Fo" ,"o(lems Ove"seas)G 3a"hington o"t+ ;@ August 0111+ p) E;)
#/o(oa+ F"an6) FRu((e"5s *ou"ney to the RoaJ Ti"es5 $ng"eients !an ,"ove !"ucial)G
3a"hington o"t+ ;; August 0111+ p) E;1)
#/o(oa+ F"an6) FToll 9in6e to Ti"es 8o/ ?A+ 8<T#A #ays)G 3a"hington o"t+ C
August 0111+ p) E2)
#/o(oa+ F"an6 an *ames %) ."imali) FFo" Fins Ti"e ,lant <a Many Failu"esJ
Rate in $ll) E&ceee Othe" Fi"estone #ites)G 3a"hington o"t+ ;? August 0111+
p) A;)
D0

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