Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

Meshworked reputation: Publicists’ views on the reputational impacts of online communication

This paper discusses the conceptual and empirical connections between an organization's reputation management and online communication. The paper develops a theory driven model of the structural dimensions of reputation and analyzes organizational communication professionals’ views on the potential that online communication has for reputation management. The survey data showed that online communication was perceived to have positive impacts on the structure and advantages of reputation, and that these two aspects would seem to be strongly dependent on each other. Thus, online communication can be used to influence the assessments made by stakeholders about an organization's products and services, corporate responsibility, success, its ability to change and develop, and its public image. In addition, online communication can generate reputational advantages by strengthening stakeholder relationships and building social capital for the organization.     

The role of empathy in crisis communication: Providing a deeper understanding of how organizational crises and crisis communication affect reputation

This study advances our theoretical knowledge of how organizational crises and crisis communication affect reputation. Prior research solely emphasizes the importance of organizational crisis responsibility in this process. Three experiments show that stakeholders’ empathy toward the organization provides a second explanation. The first two experiments demonstrate that victim crises not only inflict less reputational damage than preventable crises because stakeholders consider the organization less responsible for the events, but also because they are more likely to empathize with the company. The third study shows that empathy can also explain the outcomes of crisis communication. An apology arouses empathy among stakeholders and subsequently increases reputation repair, unlike denial. The role of empathy in the crisis communication process has implications for both theory and practice.     

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.     

Exploring the relationship between corporate reputation and the public’s crisis communication on social media

Among traditional crisis communication research, the public is often treated as passive receivers of firm-dominated crisis communication. Social media has changed the situation since the public have now become senders and engage in secondary crisis communication (SCC) that affects corporate crisis management. However, our understanding of the mechanism of SCC on social media is still limited. This study aims to reveal how the public engages in the decision-making process related to SCC from a social control perspective by critically considering the broadcasting and social network functions of social media. Our research hypotheses were supported by a survey conducted after a real crisis in China. The results indicate that cognitive reputation results in SCC by causing the public to feel morally violated, and that such feelings of violation lead to individuals being more likely to engage in SCC given the perception of support for their opinions on social media. Thus, this research provides a better understanding of SCC from the public’s perspective in the context of social media.     

Incorporating competition and comparisons into crisis communication: How competing organizations respond to industry crises

Crisis communication research typically focuses on how a single organization strategically responds to crises based on its own set of situational factors. However, it is common for multiple competing organizations to be involved in responding to the same crisis. By analyzing two industry crisis cases in China, this study provides insights into what we termed competitive crisis communication, which involves not only crisis response timing and strategies but also competition and comparisons among the different organizations involved in the same crisis. The analysis of organizational statements on social media reveals the extent of differences in crisis response strategies adopted by competing organizations. Findings from an analysis of online media coverage and public posts on social media further suggest that stakeholders’ comparisons of different organizations’ crisis responses can influence stakeholders’ emotions and reputational perceptions of the organizations. Finally, the competitive advantages for an organization to respond as the first mover or late mover in industry crisis communication are discussed.     

Timeliness,responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building

This study investigates how social media can be better managed to cultivate positive organization-public relationships. It advances an expanded and integrated conceptual model to test how the communication features of corporate pages on social networking sites may influence publics’ perception of the organization’s communication ethicality, which further predicts organization-public relationships as a compound index of trust, commitment, and satisfaction. The results, based on structural equation modeling, showed that three important communication strategies are success factors that could shape perceptions of communication ethicality: timeliness, responsiveness, and the use of human voice in a dialogic framework. In particular, publics’ perception of the organization’s communication ethicality emerged as a key mediator driving communication effects to foster positive relationships with stakeholders in an online environment.     

Dialogic communication in the health care context: A case study of Kaiser Permanente's social media practices

This case study examines how one of the largest not-for-profit health care organizations in the US, Kaiser Permanente, uses social media to communicate with its stakeholders. Through content analysis and interviews, this study identifies the communication models reflected in a sample of social media posts and examines the organization's approach to using social media. The study finds evidence of both one-way and two-way communication models, as well as principles of dialogic communication. The implications of these findings are discussed.     

Discourse of renewal: Developing multiple-item measurement and analyzing effects on relationships

Emphasis on protecting an organization’s image and reputation has dominated crisis communication research. A crisis is assumed to only bring negative impacts because it tarnishes an organization’s reputation. Priority is placed upon whether an organization can come up with response strategies that mitigate this harm, rather than on rebuilding relationships. Challenging these untested assumptions, discourse of renewal is complementary to the image- and reputation-centered perspectives and theorizes crises as opportunities to reflect, grow, and therefore renew to a better state. To further discourse of renewal, the current study first establishes a valid and reliable measure of discourse of renewal, and investigates how discourse of renewal influences publics’ relationship with an organization. Results of the study indicate that engagement, prospective foci, communication efficiency, and emphasis on organizational culture and core values are four dimensions of discourse of renewal, and that discourse of renewal positively influences publics’ relationship with an organization.     

Sports fans as crisis communicators on social media websites

Previous research has analyzed how organizations publicly respond in crisis situations. This study addresses a sports crisis, the University of Miami NCAA investigation, as an avenue for exploring how fans become surrogates for organizational crisis responses via the social media entity, Twitter. Using Coombs's (2007) strategy for reputation repair, analysis of 75 highly identified Miami fans with over 42,000 Twitter followers shows that fans were most likely to engage in (a) ingratiation, (b) reminder, (c) attack the accuser, and (d) divert attention as primary methods of coping with the scandal. New methods for reputation repair were also found within the analysis and implications for organizations, academic institutions, sports research, and crisis communication theory are articulated.     

Hybrid happening: Organizational reputations in corporate crises

Public relations professionals strive to develop mutually beneficial relationships among key publics that will result in favorable organizational reputations, but crises typically threaten those reputations. Much of public relations crisis research focuses on how to respond after a crisis, but drawing on Expectation Violation Theory (EVT), this research focuses on the expectations of stakeholders before a crisis and how they process information during a crisis. Drawing from reputation management research in marketing, it conceptualizes corporate reputations as encompassing associations related to corporate ability (CA) and corporate social responsibility (CSR). Reputation management research generally has investigated reputations as strong on either CA or CSR, but this research examines the effects of a “hybrid” reputation, which is strong in terms of both CA and CSR associations. The results of an experiment reveal that stakeholders’ responses during a crisis vary based on their expectations, how they perceive a hybrid reputation, and the crisis type. The study has theoretical implications regarding stakeholders’ information processing during a crisis, and it provides public relations professionals insights regarding how to cultivate and protect an organizational reputation.     

The parallel power in organizations’ defense: Exploring faith-holders and their crisis communication

Publics can be active participants of discussions around organizational crises. Through digital media, they can provide information about a crisis, criticize crisis participants or defend the organization experiencing the crisis (Coombs & Holladay, 2014). Limited research exists on the active role of publics in defending the organization. A handful of studies have looked at crisis communication of active organization supporters, including faith-holders (Luoma-aho, 2015); however there is a limited amount of public relations scholarship about the nature of faith-holders, their communication under crisis circumstances, and whether they in fact attempt to help organizations in times of crisis. By using a combination of content analysis and rhetorical analysis, this paper examined the crisis communication strategies offered by the organization’s faith-holders in the comments to the crisis-related articles published on the websites of media outlets. Through a case study of Tesla Motors’ crisis, the paper determined that faith-holders are a powerful force in defending the organization during the crisis, using both traditional reputation repair strategies identified by Coombs (2015) as well as new strategies identified by the study. Faith-holders were not a monolithic group and differed in terms of what aspects of the organization they had faith. Their communication was not restricted by legal and ethical demands. The results provide insights into understanding of faith-holders’ communication during crises, and also highlight the need for reconsidering the situational crisis communication theory in respect to organizations' faith-holders.     

Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation?

The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered. Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.     

How publics use social media to respond to blame games in crisis communication: The Love Parade tragedy in Duisburg 2010

Crisis communication scholarship has been criticized for its “managerial bias” and for its tendency to marginalize the perspective of publics and audiences. However, the understanding of how publics cope with and interpret crises is crucial for developing the body of knowledge in crisis communication, from both critical and managerial/functionalist perspectives. This case study of the Love Parade crisis in Germany 2010 aimed at exploring how publics perceived the crisis response of the festival organizers and how they used social media to communicate about it shortly after the outbreak of the crisis. A content analysis of 1847 postings at two relevant message boards produced support for the assumption that attributions of cause and responsibility are important predictors of publics’ evaluations of organizations in crisis situations. Findings also revealed that stakeholders actively engage in such attributional inferences spontaneously without being prompted by researchers. The analysis of responsibility perceptions as well as evaluative judgments over time supported the situational crisis communication theory. Blaming others and denying responsibility in the context of a crisis that was perceived as human error accident triggered negative reputational outcomes for the organizations involved in the Love Parade.     

The potential of Web sites as a relationship building tool for charitable fundraising NPOs

The Internet and especially the new challenges within Web 2.0 provide organizations with the possibility of encouraging two-way communication and engaging publics in dialogue. Charitable fundraising nonprofit organizations (NPOs) can particularly benefit from the Web's relationship building potential. This study aims to explore the potential of Web sites as an online-communication tool of Swiss NPOs. Via content analysis, the Web sites of 134 Swiss charitable fundraising NPOs were examined in order to point out how those organizations are using the Web to create dialogic relationships with their most important stakeholder groups, which are potential donors and the media. Results indicate that the potential of the Internet for dialogic communication is not used efficiently by most NPOs. Nevertheless, NPOs seem to be acknowledging the importance of engaging publics in dialogue, as most of them replied to information requests from potential donors and the media.¹     

Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.     

Exploring dialogic strategies in social media for fostering citizens’ interactions with Latin American local governments

Although the benefits of social media for enhancing citizens’ interactions with their local governments are well known in a more global context, few studies have focused on Latin America, or on the MERCOSUR countries in particular. This paper examines the use of dialogic strategies in the social media activities of local governments in MERCOSUR countries in order to generate citizens’ online engagement. Analysis of this question enhances our understanding of the use of social media by local governments in less developed countries and highlights the need for empirical evidence on the use of dialogic communication theory regarding stakeholder engagement with social media. The findings obtained reflect the positive influence of dialogic strategies on citizens’ online engagement, particularly those based on dialogic loop, useful information and generation of return visits, aimed at fostering participation via social media.     

Internal crisis communication: The effects of negative employee-organization relationships on internal reputation and employees’ unsupportive behavior

This study seeks to advance the growing body of research in internal crisis communication by exploring the role of negative employee-organization relationships (NEOR) in determining crisis outcomes (employees' unsupportive behavior and internal reputation). The current study was conducted using 465 full-time employees working in the technology sector (phone manufacturing industry) in the United States. The employees were recruited using an online research tool, Qualtrics. Multiple hierarchical regression and path analysis were used to analyze the results. The results reveal that a) NEOR affects internal reputation negatively and increases the likelihood of unsupportive behavior, b) timing does not affect the relationship between NEOR and crisis outcomes, c) rebuilding strategies help in overcoming employees' unwillingness to support the organization during a crisis, and d) negative emotions influence the effect of NEOR on the crisis outcomes. Both theoretical and practical implications are discussed.     

Crisis? What crisis?: How European professionals handle crises and crisis communication

A broad study in 43 European countries shows that 70% of communication professionals encounter at least one crisis a year, mostly institutional, related to the performance of the organization or a crisis in management or leadership. Organizational response and image restoration approaches are mainly based on information, sympathy and defense strategies. Traditional media relations and personal communication are the most important instruments used in crisis communication, while social media is used less often. The variation of crisis types, responses and instruments across European regions and types of organization indicate that economic and cultural aspects play a role in defining a crisis and communicating about it.     

Preventing damage: The psychology of crisis communication buffers in organized sports

Sports crisis communication is a growing field of study, with research focusing on the image repair of athletes and teams, fan solidarity during crises, and the role of mass and new media in crisis development. However, reflecting a broader tendency in crisis communication to emphasize the study of response strategies at the expense of other factors, sports crisis communication research has not examined the unique factors in sports that prevent crises from causing severe image and reputation damage. In this paper, we apply Coombs’ notion of buffers to argue for new attention to two particularly important buffers in sports: communities and political economy. These buffers often preclude the need for any response at all, and crisis communication practitioners would do well to implement them around their own sports teams to prevent damage from crises.