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

Hacking The System The Decline of Target’s Image

 Metanarration Response  Image Restoration Theory: Strategy:  Corporations embroiled in a crisis can use message strategies to restore a positive image  Organizations seek to manage and (Benoit, 2000). influence primary & reconstruct secondary public narratives surrounding a crisis (Venette, Sellnow, & Lange, 2003).  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