Hacking The System The Decline of Targets Image Metanarration - - PowerPoint PPT Presentation

Hacking The System

The Decline of Target’s Image

Metanarration Response

Strategy:

Organizations seek to manage and influence primary & reconstruct secondary public narratives surrounding a crisis (Venette, Sellnow, & Lange, 2003).

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Image Restoration Theory:

Corporations embroiled in a crisis can use message strategies to restore a positive image (Benoit, 2000). Five rhetorical strategies to restore damaged reputations: Denial Evading Responsibility Reducing Offensiveness: ~Bolstering ~Minimization ~Differentiation ~Transcendence ~Attacking one’s accuser ~ Compensation Corrective Action Mortification

First Phase: December 19-20, 2013 Information leaked concerning data breach Target released statement confirming 40 million credit & debit cards accounts impacted from November 27-December 15, 2013 Reassured customers issue was resolved Second Phase: December 20-27, 2013 Reports surfaced PINS, CVV, card expiration dates, & personal data stolen Target denied that the was information stolen  Target offered free credit reporting & 10% discount in stores December 27: Announced that PIN & CVV codes were part of the cyber attack Third Phase: December 28- January 10, 2014 Reports continued to surface about personal data being stolen Target denied that personal information stolen January 10: Announced that personal data was breached and 70 million additional customers were hacked

First Phase: December 19-20, 2013 Evading Responsibility Reducing Perceived Offensiveness- Minimization Second Phase: December 20-27, 2013 Reducing Perceived Offensiveness-Minimization & Compensation Third Phase: December 28- January 10, 2014 Reducing Perceived Offensiveness- Minimization Mortification Corrective Action