Cincinnati BengalsElaboration Likelihood Model

Madeline McGarey

About me

• Madeline McGarey• Junior• Major: Organizational Speech Communication• Study buddy: Shannon Gallagher• Summer plans: taking classes in Oxford and

working at The Snooty Fox in Cincinnati

Objectives

• To understand what the Elaboration Likelihood Model is

• Be able to apply the ELM to help an organization fix its problems

Preview

• Background on the Bengals• Elaboration Likelihood Model• Organizational problem• Solution • Implementation• Summarize• Questions

Cincinnati Bengals

• Became part of the NFL in 1967 when Paul Brown started the team

• Owner: Mike Brown• Head coach: Marvin Lewis• Made it to the Super bowl two times• 2009 AFC champions• “WHO-DEY!”

Chad Ocho Cinco

Marvin Lewis

Elaboration Likelihood Model

• Richard Petty and John Cacioppo• Focuses on how variables affect messages in a

persuasive way• Two routes to persuasion:– Central route involves a high level of message elaboration;

person receiving message must critically think about the message and its components

– Peripheral route involves processing the message without critically evaluating; reaction of others or credibility of communicator results in persuasion

Organizational Problem• Many of the players have been arrested

in the past few years – Rey Maualuga: DUI– Chris Henry: DUI, marijuana possession, illegal firearm,

illegal transaction with a minor

• Team has a negative reputation which has caused the media to constantly keep the players under much scrutiny

• Organization’s image is going to be ruined forever

Solution with Theory

• Players need to stop being charged with crimes• Need to become more involved in the communities

around them– The Ndukwe Foundation

• Use central route of persuasion:– Media will start to portray the players in a positive light– Players images will improve and the receivers of the media

messages will view them as leaders rather than criminals

Implementation PlanAction Plan Step Purpose of Action Intended Outcome Benchmark Measure

Individual players become involved in the communities around them

Become involved in activities that are seen as positive to those around them

Players will want to change their reputation because of the way they are being portrayed

The media will not have bad information regarding actions that a certain player may be doing

Bring the media to events where they are going to be giving back to the community

Show the media that the players are good people, despite what may have happened in the past

The media will begin to focus on the positive aspects of the players’ lives

Less bad information and more good information involving the players will be in the media

Speak out to the media about the charities and foundations in which the players are involved

Not only shows them doing good, but people will understand the reasons behind what the individual players are doing

The ELM model will take place for receivers of these messages because they are critically thinking about the issues and objectives the players are speaking out for

People will become more involved in the charities or foundations and the reputation of the organization is turned around

Continue to be involved in the community, even when the reputation has been redeemed

Keeps the reputation of the players and the organization positive

The organization stays in a positive light and does not fall back into the negative reputation

The franchise is being viewed in the media and out of the media as a positive organization

Summary

• Cincinnati Bengals• Elaboration Likelihood Model• Organizational Problem• Solution with ELM• Implementation Plan

“Every players needs to surround themselves with positive, trustworthy people who have their best interest at heart.”-Chinedum Ndukwe, #41

QUESTIONS??