ABSTRACT
Ronald D. Smith orcid.org/0000-0002-9757-8399
This step begins with a typology of proactive strategies in two categories. Action strategies include organizational performance, audience engagement, special events, alliances and coalitions, sponsorships, strategic philanthropy, volunteerism, and activism. Communication strategies include publicity, newsworthy information, generating news, news peg, and transparent communication). It also deals with media theory and public relations. This step then presents a typology of seven reactive strategies. Reactive Strategy 1 focuses on the pre-emptive action of prebuttal. Reactive Strategy 2 is offensive response involving attack, embarrassment, shock, threat, and doubledown. Reactive Strategy 3 is a defensive response involving denial, excuse, justification, and reversal. Reactive Strategy 4 is a diversion response involving concession, ingratiation, disassociation, and relabeling. Reactive Strategy 5 involves vocal commiseration of concern, condolence, regret, and apology. Reactive Strategy 6 features rectifying behavior of investigation, corrective action, restitution, and repentance. And Reactive Strategic 7 focuses on deliberate inaction of strategic silence, strategic ambiguity, and strategic inaction.
