Real-World Applications for the Chaos Theory

I think the chaos theory was one of the most challenging aspects that I have ever encountered in my public relations education here at Quinnipiac University. What was even more challenging, however, is its real-life application in strategically handling crisis communications.

Much of the process book publicity and promotions relies on inconsistent means to spread information an interest in a title. Someone recommending a book to a neighbor; a book-club getting word of an interesting new summer read, etc. Also, getting newspaper or periodical coverage is also a very inconsistent process. It can therefore be true that just as publicity and hype for a title can happen in complicated, almost random patters, so too can crisis surrounding a book.

One example of this chaotic crisis is found in the Yale University Press’ publication of Jytte Klausen’s book “The Cartoons that Shook the World,” a look at the illustrations of Mohammad that incited a great deal of anger in the Muslim world. The crisis surrounding this book was Yale Press’ decision to remove the cartoons, which was seen as a cowardly act by many in the media. The decision was made in October 2008, two weeks before the book’s publication. And the subsequent public outcry resonated for weeks.

The coverage again picked up around Ramadan, and again after a suicide bombing in Afghanistan. And again after a Christmas-time al-Qaida threat. Discussion about the cartoons and criticism of Yale University Press was reignited any time some there was news of some disconnected event involving Muslims or Islamic Jihad. This is an orbiting sort of pattern that explains why the crisis happens in random, yet cyclical intervals. Though the triggers are random and unpredictable, the consequences are usually similar each time.

This pattern might also be expected with any of HarperCollins’ controversial books. For instance, it is soon publishing an autobiography by the polarizing figure Sarah Palin, and I would not be half surprised it experiences criticism for that book in the same design (albeit more civilly) that Yale Press received criticism over withholding the cartoons.