Public's expectation about an organization's stance in crisis communication based on perceived leadership and perceived severity of threats

Considering the importance of general public support of an organization during a crisis, this study examined how perceived leadership style influences public expectation about an organization's stance in crisis and the relationship between perceived severity of threat and the expected stance of the organization based on leadership perception. The results of the study strongly supported main effects of leadership on public estimation about an organization's stance. Managerial implications were discussed.     

What drives a tough call: Determining the importance of contingency factors and individual characteristics in communication executives’ stance decision-making through a conjoint analysis

To further the understanding of how communication executives make tough calls in times of organizational-public conflict, we use a conjoint analysis to identify key drivers for organizational stance decision-making. This is the first-ever conjoint analysis applied to advancing the contingency theory of strategic conflict management by examining the relative importance of key contingency factors as determined by practitioners with varied individual characteristics. This study investigates: 1) the relevant importance of and dynamics between three key contingency factors (i.e., external threats, organizational characteristics, and dominant coalition characteristics); 2) the influence of individual characteristics (e.g., gender, experience, and personal ethics) in stance decision-making process; and 3) how different types of organizational stances (i.e., general stance, action-based accommodation, and qualified-rhetoric-mixed accommodation) are determined by these contingency factors and individual characteristics in different conflict situations. Results generated among our communication executive participants include: individual characteristics (i.e., gender, ethics and social responsibility, whistleblowing tendencies, and over 20 years in the communications field) are influential for their strategic conflict management decision-making. Implications for refining the contingency theory and unearthing complex public relations decision-making processes via novel statistical techniques are discussed.     

The Estimation of the South Korean Government's Diplomacy for Its Opposing Public North Korea

Based on the influence of the contingency factors of inner organizational and external situational factors, contingency theory of accommodation provides a good explanation for the real public relations practices. A recent series of experimental studies supports the idea that the theory is also applicable in the public's estimation pattern regarding an organization's public relations practices. This survey study is theoretically important when examining and sorting out significant factors in the real population of a notable public diplomacy domain. That is, this research examines how the South Korean people perceive the contingency factors and how people estimate the South Korean government's stance toward its opposing public, North Korea. The regression model of perceived contingency factors and stance estimation was generalizable in the population of this study (R ² = .279). The most influential perceptual predictors in the model include: the North Korean leader's preference for the South Korean president, the relative power of South Korea, the level of commitment of North Korea, the South Korean president's preference for the North Korean leader, the US government's support for the South Korean policy toward North Korea, the South Korean government's certainty to deal with the North Korean military threat, situational difficulties, the South Korean government's knowledge and skill to deal with the threat, the situational duration of threat, and the South Korean president's relation-oriented leadership. Finally, this study discussed practical implications for the government practitioners.     

The estimation of a corporate crisis communication

This experimental study found a main effect of perceived leadership and an interaction effect of perceived leadership and perceived severity of threats on the public's estimation of organizational crisis responses. The results indicate that the contingent theoretical argument explaining the dynamics of organizational factors and situational factors that determine stance taken by public relations practices can also be applied when explaining the outside latent public's thought patterns predicting an organizational stance and message strategy. Contingency theory offers predictive power, not just for the practitioner, but for the public passing judgment on the stance taken by an organization.     

The Effects of Threat Type and Duration on Public Relations Practitioner's Cognitive,Affective, and Conative Responses in Crisis Situations

The contingency theory of public relations relies heavily on the concept of threat without fully developing the concept as well as its operationalization. This study addresses this weakness through the exposition of 2 key dimensions of threats in crises as threat type and duration, and empirically testing their effects on public relations practitioners' cognitive appraisal of threats, affective responses to threats, and the stances taken in threat-embedded crisis situations. A Web-based experiment on 116 public relations practitioners was conducted using a 2 (external vs. internal threat type) × 2 (long-term vs. short-term threat duration) within-subjects design. The findings revealed the main effects of threat type and threat duration on threat appraisal, emotional arousal, and degree of accommodation. Interaction effects indicated that external and long-term threat combination led to higher situational demands appraisal and more intensive emotional arousal.     

Revisiting contingency theory in regenerative social-mediated crisis: An investigation of Maxim’s and Yoshinoya in Hong Kong’s polarized context

This research investigates how the social media-based crisis response of two organizations operating in a specific polarized context unfolds along a regenerative crisis lifecycle in line with the contingency theory of accommodation. By analyzing two crises that affected the Maxim’s and Yoshinoya groups during the Hong Kong social unrest in 2019, the paper commits to explicate how internal, socio-environmental, and external publics’ factors shape the communication patterns of the crisis. By focusing on Facebook posts and information available online, this study examines how the two selected organizations responded to specific crisis situations, and how publics reacted during the regenerative crisis lifecycle. Results show that Maxim’s took the advocative, while Yoshinoya engaged in the accommodative stance initially. Then, they both turned to an avoidance stance to deal with active online publics with opposing political stances. Contingent factors driving the organizations to adopt specific stances were relevant to internal members, organizational characteristics, social media environment, and external publics. Results provide insights about the complexities organizations face to respond to online publics in regenerative social-mediated crises. They also advance the contingency theory by refining the advocacy-accommodation stance continuum, re-defining contingent factors, and explicating the interactive effects of contingent factors on organizational response decision making in a polarized and social-mediated context.     

It is time that matters in crisis communication: The role of temporal distance and crisis threat appraisal

The present study advances scholarly understanding of publics’ crisis responses by examining a potential role of temporal crisis distance and crisis threat appraisal from the perspective of publics. It explored whether and how temporal distance from the influence of crises (proximal future vs. distant future) might predict threat appraisal components (i.e., situational demands and required resources) and publics’ crisis responses (i.e., crisis emotions and supportive behavioral intentions). This study tested the mediation model to explicate how temporal crisis distance affected crisis responses through crisis threat appraisal. The results revealed that temporal crisis distance significantly predicted publics’ perception of situational demands, which in turn influenced crisis responses. Theoretical and practical implications for crisis communication are discussed.     

Navigating the COVID-19 pandemic in the contingency framework: Antecedents and consequences of public’s stance toward the CDC

This study applied the contingency theory of conflict management to examine how contingency factors influence the public’s perceptual and behavioral responses to COVID-19 and stance toward the Centers for Disease Control and Prevention (CDC). In particular, we tested political ideology as an important individual characteristic variable to examine its roles in the contingency theory framework. The findings revealed that two situational variables (i.e., threat appraisal and attitudes toward CDC) positively influenced the public’s contingency accommodation stance toward the CDC. Furthermore, greater conservatism was significantly associated with lower levels of threat appraisal and more negative attitudes toward the CDC, however it did not influence the stance toward the CDC. Theoretical and practical implications of the findings and directions for future research are discussed.     

Differing conceptions of the causes of the economic crisis: Effects of culture,economic training,and personal impact

We report findings from a survey regarding the lay perception of the causes of the worldwide economic and financial crisis. Respondents (N = 2245) from a variety of countries were included: China (Hong Kong), Turkey, Russia, Israel, Germany, USA, and France. We have previously documented a range of factors that affects lay understanding of the crisis The present study expanded the database and focuses on the combination of factors that jointly predict whether the respondents view the crisis as a complex impersonal system that malfunctioned, or hold a moral/intentional view about its origins. We show that respondents from Western World countries, who were unaffected by the crisis and have economic training, interpret the crisis differently from all other respondents (i.e., those living in Turkey, Russia, or Hong Kong, and those who were personally affected by the crisis or without economic training). These differences have important implications on how policies are perceived and evaluated by the public, and should inform how they are presented to the public.     

Beyond attribution: Building new measures to explain the reputation threat posed by crisis

Situational Crisis Communication Theory (SCCT) suggests attributed responsibility is the key factor explaining the reputation threat posed by crisis situations. However, studies on SCCT have found using its prescribed responses has a small effect. This research uses image repair theory’s conception of crisis to suggest that offensiveness is another factor that should be measured in order to explain the reputation threat posed by crisis. Using the literature of moral foundations theory, interviews with 20 people with expertise in public relations, and 338 participants from mTurk in a 2 (attributed responsibility)?×?10 (crisis offensiveness) experiment, this research develops valid, reliable measures of attributed responsibility for crisis offensiveness, and mitigating virtuousness, that explain 73.7% of the reputation threat posed by crisis in the sample, as opposed to 24.8% explained by attributed responsibility alone in the same sample. Implications for public relations scholars and practitioners are discussed.     

The Effects of Corrective Communication and Employee Backup on the Effectiveness of Fighting Crisis Misinformation

Crisis misinformation, including false information about a crisis or a crisis-stricken organization, has become a fundamental threat to organizational wellbeing. Effective crisis response geared toward fighting crisis misinformation demands a more systematic approach to corrective communication. Grounded in misinformation debunking theory, this study aims to advance misinformation research in public relations and organizational crisis communication. An online experiment using a U.S. adult sample (N = 817) was conducted to examine the effects of corrective communication strategy (simple rebuttal vs. factual elaboration) and employee backup (present vs. absent) on perceived message quality, organizational reputation, and perceived crisis responsibility. Results show: 1) the use of factual elaboration and the presence of employee backup were direct contributors to crisis response effectiveness; and 2) perceived message quality mediates the effect of corrective communication. This study provides insights into advancing crisis communication theory and offers evidence-based recommendations for practitioners to combat crisis misinformation more effectively.     

How young Chinese depend on the media during public health crises? A comparative perspective

Under the framework of media system dependency theory, this study investigates and compares traditional media dependency and Internet dependency in public health crisis situations in the context of Mainland China. 373 college students participated in the survey. Empirical data demonstrated that, during public health crises: (1) traditional media and the Internet play different roles for individuals; (2) higher level of threat perception leads to more intense Internet dependency, but does not do the same to traditional media dependency; (3) individuals’ Internet dependency intensity is higher than their traditional media dependency intensity; and (4) the Internet may influence the behavior of young Chinese more directly.     

The Gulf Coast oil spill: Extending the theory of image restoration discourse to the realm of social media and beyond petroleum

The explosion of Transocean's Deepwater Horizon, an oil-rig licensed to BP, set in motion a chain of unfortunate events that led to BP's ruptured oil well disgorging millions of gallons of oil into the Gulf of Mexico. Since the spill, the corporate image of BP has been severely challenged. The company has used many strategies to preserve and restore the corporate image, and has sought means to mitigate the intensity of the ongoing threat to individuals, businesses, and a delicate ecosystem. Among these means are interacting with individuals and interest groups through social media channels. Benoit's (1995) theory of image restoration discourse posits various strategies corporations use to restore their image during a crisis. The BP crisis presents an opportunity to extend the theories of image restoration to the realm of social media. Results of a content analysis showed that corrective action was the dominant image restoration strategy employed by BP in their Facebook, Twitter, YouTube and Flickr pages. A high presence of negative emotions revealed that corrective action was not an effective means of swaying public opinion in favor of BP's efforts. Dominant themes in all four social media channels and audience comments in terms of dominant issues and emotions on Facebook and YouTube were also analyzed.     

The perception of realistic and symbolic threat and its influence on prejudice,ingroup favouritism and prosocial response: The native population in the face of immigration / Percepción de amenaza realista y simbólica,su influencia sobre el prejuicio,el favoritismo endogrupal y la respuesta prosocial: la población nativa ante la inmigración

In a context of inflow of immigration and economic crisis, new forms of prejudice and the activation of the perception of threat (realistic and symbolic) will determine the response to immigrant minorities (outgroups). The antecedents of threat are considered to be: the perception of the intergroup situation and the forms of affective prejudice. The outcome variables are ingroup favouritism, prosocial response, empathy and willingness to help. In a cross-sectional study based on a random survey of Basques (n = 500), structural equation modelling analyses were applied to test the differences between realistic and symbolic threat. The results indicate that when the majority group status is perceived as legitimate, the perception of realistic threat arises and this increases ingroup favouritism and decreases prosocial response to the outgroup, directly and through the expression of affective prejudice. Symbolic threat, on the other hand, plays a more limited role. Mechanisms of the perception of realistic and symbolic threat regarding attitudes of natives to immigrants are discussed.     

Power Over,Power With,and Power to Relations: Critical Reflections on Public Relations,the Dominant Coalition,and Activism

Symmetrical public relations theory acknowledges primacy of the dominant coalition in making organizational decisions and influencing public relations practices but reveals little about this powerful inner circle. Drawing from interviews with 21 public relations executives, this article opens up the dominant coalition and reveals its complex power relationships and a matrix of constraints that undermine and limit the function, rendering it difficult for practitioners to do the "right" thing, even if they want to. If public relations is to better serve society, professionals and academics may need to embrace an activist role and combine advocacy of shared power with activism in the interest of shared power.     

Effects of crisis efficacy on intentions to follow directives during crisis

Self-efficacy has consistently been a useful predictor of behavioral intentions as a construct in many theories; yet, its role in audience adherence to instructing information during crisis is relatively unexplored. A national survey (N = 454) examines self-efficacy in public response to crisis directives and develops the concept of crisis efficacy as an important area for future research. In three crisis contexts (food-borne illness, weather emergency, and public health disease threat), crisis efficacy, along with several demographics, significantly predicted public response to instructing information. Crisis efficacy emerges as a construct with great potential to inform message design in crisis communication.     

Finding Primary Publics: A Test of the Third-Person Perception in Corporate Crisis Situations

Exaggerated projections of the 3rd-person effect of crisis news on target groups may play a key role in escalating corporate crises. A 2 (locus of control: internal vs. external) × 2 (product category of crisis: food vs. laptop) experiment found that the 3rd-person perception varies as a function of product category. Our results indicated that in a laptop product category crisis, participants perceived target audiences to be more influenced than themselves when locus of control was internal rather than when it was external. This study delved into the potential effect on target groups and the corporation resulting from possible exaggerated perceptions of the impact of the crisis on the target groups. This perception may prompt or even pressure target audiences to react more strongly in keeping with the perceived impact, not their actual concern with the crisis. In turn, corporations may respond to a target audience based on the reaction the target audience feels obligated to portray in response to perceived impact, not actual impact measured independently in various ways.     

Mapping the strategic thinking of public relations managers in a crisis situation: An illustrative example using conjoint analysis

A great deal of anecdotal and empirical evidence indicates that the public relations function is not well integrated into the strategic decision making of most organizations. Observers suggest that to be part of the strategic decision-making process, managers must demonstrate that they are strategic thinkers, i.e., show that they have “what it takes” to be part of the dominant coalition.However, research on strategic decision making has been dominated by the case study methodology, which has led to calls for quantitative approaches that might verify and supplement these qualitative-based findings. This article illustrates the operationalization of the conjoint analysis multivariate technique for the study of the public relations function within strategic decision making in a crisis situation. Implications for theory development and testing are also discussed.Peggy Simcic Brønn is an assistant professor and Erik Olson is an associate professor in the Department of Market-Oriented Management at the Norwegian School of Management.     

The origins and early diffusion of “shareholder value” in the United States

The shareholder value conception of the firm and its consequences for the functioning of corporations have been studied from a variety of disciplinary and theoretical perspectives. In this article we examine in more detail than has been done sofar the origins and early adoption of this particular conception. By investigating public business sources from the perspective of field theory, we argue that the rise and early diffusion of “shareholder value” are best understood as a function of the changing power relations in the economic field during the first half of the 1980s. The deep economic recession at the end of the 1970s and early 1980s led to a crisis in the prevailing management beliefs, offering newcomers the opportunity to promote alternative business strategies, among which the shareholder value conception became dominant. The sources studied indicate that the spokespersons of the new business conception were initially wealthy outsiders, corporate “raiders,” who used the economic crisis to oppose management and acquire shares in undervalued firms with the threat of restructuring and selling parts of them in the name of shareholders’ interests. Although these hostile take-overs, or threats of take-overs, were widely contested, the Reagan administration blocked regulation and stimulated the take-over market. The rivalry between “raiders” and public pension funds over the profits of these takeovers led to the founding the Council of Institutional Investors (1985), which adopted the shareholder value doctrine inaugurating the organized activism of public pension funds with regard to the management of firms. It was thus in all likelihood the competition and conflict among different groups of shareholders, primarily corporate raiders and pension funds, that triggered the shift in the balance of power between managers and shareholders. Since managers found profitable ways to adapt to the new balance of power, the shareholder value ideology spread rapidly through the economic field, becoming the dominant business model of North American firms in the second half of the 1980s.     

Predictors of organizations’ crisis communication approaches: Full versus limited disclosure

This study investigates predictors of the public relations (full disclosure) versus legal (limited disclosure) approaches that may be used by organizations during a preventable crisis. Both tangible and intangible aspects of an organization were explored. The results reveal that degree of crisis preparation, public relations influences, and the perception of crisis as an opportunity were significant predictors that determine full versus limited disclosure selection.