Taxonomy of mediated crisis responses

This paper examines how organizations integrate the Internet into crisis communication. The findings of a 7-year longitudinal study provide a taxonomy explaining how mediated communication creates new possibilities for crisis response. We translate the study findings into suggestions for how public relations managers can integrate new communication media into their mix of communication tactics in crisis and risk management.     

The influences of relationship quality with external partners and required levels of approval of messaging on crisis preparedness

As funding for public health promotion is increasingly limited in the U.S., public relations research informing management of crises that threaten public health is especially critical. Crisis planning models such as Reynolds and Seeger’s (2005, 2014) crisis and emergency risk communication model offer comprehensive directives for crisis managers and present opportunities to extend the utility of best practice recommendations. A survey of public information officers (PIOs) (n=208) at local public health departments across the U.S. examines the quality of their relationships with partners in public health crisis management, including first responders, media, law enforcement, and hospitals, and reveals that relationships with key publics in crisis management are lacking. Further, PIOs at state governed health departments may face critical delays in releasing crisis messages, as their messages are required to clear more levels of approval than locally (city/county) governed departments. Implications and future research for these key variables extending public relations crisis communication research with a focus on inter-organizational relationships are discussed.     

Crisis communication plans: Poor predictors of excellent crisis public relations

Public relations is an important element in almost all successful crisis mana ment efforts. Newly developed theory in crisis public relations, though, suggests a shift is necessary in the way practitioners view crises. The well-accepted tactics and techniques advocated by practitioners need to be replaced with strategies and beliefs from a new perspective—a perspective or paradigm that defines excellent crisis public relations practice very differently from the literature of the past 20 years.     

How individuals use nonprofit organizations’ social media pages: Understanding functions of and networks from individual posts for social change

Previous research has regarded social media pages of nonprofit organizations (NPOs) as the organizations’ strategic space for public engagement and further collective action. However, individuals may take advantage of organizations’ pages to form networks beyond the organizations to achieve their own goals, extending their engagement to connective action. Based on content analysis of individuals’ posts on 100 NPOs’ social media pages, this exploratory study develops an original categorization scheme and reveals unique functions of and diverse networks initiated from such posts. In this way, this study combines research on public relations and connective action and captures the transformed roles and dynamics of the public and the organizations as they work toward social change.     

Expanding the crisis planning function: Introducing elements of risk communication to crisis communication practice

This study suggests the use of elements of risk communication for use by crisis communication practitioners who will face an increasing industrial reliance on new technology which might be associated with potential health and environmental harm. A case study of a small company crisis revealed that the elements of anticipation, public involvement, public trust, technological comparison, and media tolerance might be useful to public relations practitioners dealing with technological crises.     

Ritualistic sacrifice in crisis communication: A case for eliminating scapegoating from the crisis/apologia lexicon

The crisis strategy of scapegoating has been part of the crisis and image restoration lexicon for more than four decades. And yet, the practice of scapegoating is a well-known unethical practice that simply deflects deserved blame from one party to a sacrificial other. This essay critiques the “Primary Crisis Response” strategy of scapegoating, conducting an historical and ethical critique of the crisis strategy, and concludes that scapegoating should be removed from the public relations crisis and image restoration lexicon.     

Teaching crisis management in Arab universities: A critical assessment

This research looks at the teaching of crisis management at the colleges and departments of communication and public relations in the Arab world. Major findings of the study suggest that out of 24 colleges and departments of communication and public relations surveyed by this research, only two universities teach the course crisis management in their curriculum. The latest developments in the Arab world dictate new mechanisms in managing information and news and dealing with publics and the mass media locally and internationally. The new trends of teaching crisis management focus on the multidisciplinary approach which consists of a good knowledge of news management, dealing with the media, dealing with people, business administration, information technology, social and anthropological context. All these fields of knowledge are indispensable for understanding the general background of the issues and for choosing and selecting the best communication and persuasion techniques and tactics to manage crises effectively and successfully.     

Integrating public relations and legal responses during a crisis: The case of Odwalla, Inc.

Crisis management is a form of issues management in which crisis managers attempt to control the terms used to describe corporate actions. In this sense, a crisis can be seen as an opportunity to demonstrate the organization's commitment to responsible behavior and to outline the steps being taken to eliminate the problem. The organization's decision-making process is evident in its communication response (public relations versus legal) strategies.This study examines the crisis communication strategies employed by Odwalla, Inc. during its juice contamination crisis, a crisis whose impact on public health and safety gave it the potential for developing into an issue that required public policy relief. An analysis of the content of published responses made by Odwalla officials showed that public relations response strategies dominated legal response strategies throughout the crisis, followed by mixed public relations and legal strategies. This case provides a clear example of the collaborative approach to crisis management in terms of legal versus public relations strategies. In addition, Odwalla exerted control over the crisis through its recall, the development of a process to eliminate the problem, and raising the issue of pasteurization.     

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.     

Contingency,conflict, crisis: Strategy selection of religious public relations professionals

A national survey among religious public relations practitioners working for mainstream Protestant Christian churches was undertaken to examine strategic options in a conflict or crisis. Religious public relations professionals tend to employ collaborating, contending or compromising in a conflict with a given public, while they are likely to use concession or corrective action in a crisis. Internal contingent factors are mostly associated with accommodating, avoiding, concession or corrective action strategies, while contending is most often correlated with external contingent factors.     

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.     

Why practitioners do (not) apply crisis communication theory in practice

Twenty-five in-depth interviews with Belgian crisis communication practitioners were conducted to examine the gap between theory and practice. Crisis communication has become an important research area within public relations. Several studies have resulted in theories and guidelines regarding the effective use of communication during organizational crises. Unfortunately, these findings are not always put into practice. This study examines to what extent public relations practitioners apply theory in practice during crises and why. The findings offer an opportunity to formulate potential ways in which we can bridge the scholar-practitioner divide in public relations, through guidelines for both scholars and practitioners.     

Teaching the crisis management/communication course

Crisis management is not a specific content area mentioned in A Port of Entry, The Report of the Commission on Public Relations Education issued in 1999. However, crisis management moves the public relations role to the managerial function and requires the development of many skills and knowledge points mentioned in the report. A course or unit in crisis management/communication is an excellent way of teaching public relations theory, management concepts, information management, problem solving, and communication management. Crisis management also reinforces the value of following current events as real-time crises can be integrated into teaching. Through a unit or a course, crisis management/communication provides an engaging mechanism for teaching management-oriented concepts that every organization needs.     

Applying anticipatory and relational perspectives to the Nigerian delta region oil crisis

This paper addresses crisis communication shortcomings of oil companies working in the Nigerian delta region. The anticipatory model of crisis communication is blended with the public relations relational perspective to demonstrate how oil companies have responded to crises in the delta region in a manner contrary to what would be consistent with these perspectives. The result has been persistent turmoil in the region and significant distrust of the organizations.     

Keeping hospitals operating during disasters through crisis communication preparedness

The public has high expectations that hospitals will provide compassion, care, and extensive support for both injured and uninjured disaster survivors. In the face of disasters like pandemics or terrorist attacks, hospital communicators must be prepared to effectively communicate internally, externally, and across organizations. Furthermore, in crisis situations, hospitals must apply guiding principles of public relations including relationship management and rumor management. There remains a shortage of literature examining strategic risk and crisis communication in healthcare settings, including best practices. We conducted 27 interviews with U.S. hospital personnel charged with disaster management and/or crisis communication. Key findings reveal communication challenges not identified in prior research, such as policing the media and managing up, as well as reinforcing existing generic best practices, such as accepting uncertainty.     

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.     

Institutionalizing public relations: A case study of Chinese government crisis communication on the 2008 Sichuan earthquake

Research is needed on the “institutionalization” of public relations as a strategic-management function. How and why public relations ought to be institutionalized certainly remains highly debatable. This study, thus, engages the current debate on the necessity and advantages of the institutionalization of public relation by taking on Chinese government crisis communication in the 2008 Sichuan earthquake as a test case.This study employs both qualitative and quantitative methods, consisting largely of online and textual research, convenient and confidential telephone interviews, content analysis of government communication materials, and intercept surveys in Beijing (China's capital city) and Chengdu (the provincial capital of the Sichuan Province where the earthquake hits).The study finds that the institutionalization of government public relations in China has visible results, especially, in the areas of crisis communication and management, as well as stakeholder-relationship building. Within the Chinese context, it suggests, “institutionalization” of the government public relations tends to render legitimacy to public relations practice and empower the practitioners by according PR practice a strategic function toward the achievement of public-institution effectiveness. Although a preliminary analysis, this study supports the argument on the necessity and advantages for PR practice becoming institutionalized.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.     

Examining the role of cognitive dissonance in crisis fundraising

Fundraising scholarship has focused on the application of public relations theory to the process particularly in exploring the predictive power in applying relationship management theory to the non-profit organization–donor relationship. However, people often are impacted by catastrophic events and want to donate to relief efforts even though they may not be connected to the region. A survey of two American Red Cross chapters’ donors revealed that individuals who contributed to the December 2004 tsunami relief efforts were more likely to experience feelings of cognitive dissonance than non-donors, and their donations resulted in a consonance restoration. These results support an argument for non-profits, particularly those in crisis response, to have an active crisis communication plan in place that deals not only with responding to the event but also having a proactive plan established to publicize how to donate to relief efforts. Highlighting the consonance restoration, non-profits should also discuss the positive aspects of donating to their efforts, such as the work being done for the disaster victims.