Preparing to face the media in times of crisis: Training spokespersons’ verbal and nonverbal cues

Seventeen in-depth interviews with professional media trainers from Belgium were carried out to examine which recommendations are offered during media training of organizational spokespersons. The interviews reveal the recommendations of media trainers concerning verbal, visual, and vocal cues of spokespersons, with special focus on addressing the media in times of organizational crisis. The findings offer a structured overview of practical recommendations given by media trainers to organizational spokespersons. In addition, the findings put the scarce academic literature about the optimal verbal and nonverbal delivery of crisis responses into perspective, by showing if and how those theoretical aspects are addressed in practice. Based on these insights a research agenda for crisis communication delivery is set.     

Seeking sincerity,finding forgiveness: YouTube apologies as image repair

Social media have become important communication tools for organizations and public figures, particularly in times of crisis. Public figures are frequently advised to use social media platforms to apologize to publics, and their apologies are often posted by news outlets or individual social media users. However, evidence suggests social media may function on an interpersonal level, yet traditional image repair strategies are based on a mass media model. Using image repair strategies based in theoretical frameworks from mass mediated and interpersonal communication, this research examined the verbal behaviors and emotions displayed by public figures apologizing on YouTube and the relationships these had to audience perceptions of sincerity and forgiveness as expressed via YouTube comments. Two studies analyzed 335 segments of video from 32 public apologies on YouTube spanning from 2009 to 2014, and 1971 posted responses. The interpersonal strategies and expression of emotions were largely unrelated to the perceptions of sincerity and forgiveness; and the image repair strategies were limited in their relatedness. However, the content of the comments, a majority of which focused on the reputation of the public figure, was associated with perceptions of sincerity. Reducing offensiveness was associated with perceptions of insincerity, as was the combination of reducing offensiveness, denial and evasion. Negative comments regarding the offender’s reputation were also associated with perceptions of insincerity. Audiences were non-forgiving if the apology was perceived as insincere, but forgiving if they perceived the apology as sincere. Implications of these results in relation to the practice and scholarship of public relations are discussed.     

Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control

This study attempts to provide empirical evidence for Coombs’ (2007) Situational Crisis Communication Theory (SCCT), which provides guidelines for matching crisis response strategies to crisis types to best restore organizational reputations in times of crisis. The impact of crisis type and crisis response strategies on perceptions of corporate reputation is measured for 316 consumers participating in a 3 (crisis type: victim crisis, accidental crisis, preventable crisis) × 3 (crisis response: deny strategy, diminish strategy, rebuild strategy) between-subjects experimental design. The results show that preventable crises have the most negative effects on organizational reputation and that the rebuild strategy leads to the most positive reputational restoration. Moreover, the more severe people judge a crisis to be, the more negative are their perceptions of the organization's reputation. The interaction effect between crisis type and crisis response strategies on corporate reputation is not significant. However, a person's locus of control has a moderating impact on the relationship between crisis response strategy and organizational reputation. Specifically, the results show that people with an external locus of control prefer the use of deny strategies more than people with an internal locus of control.     

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.     

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.     

The reputational benefits of instructing information: The first test of the revised model of reputation repair

Situational Crisis Communication Theory (SCCT) prescribes crisis response strategies for organizations facing crisis. A meta-analysis of SCCT suggests using the prescribed responses has, at most, a small effect on reputation, while a few studies have shown that the base crisis responses (instructing information and adjusting information) may have a larger effect on reputation. This experiment compares the effects of SCCT’s prescribed responses, instructing information, and adjusting information on reputation in an experiment with 989 participants recruited from mTurk. It finds that instructing information has a very large effect on reputation, while adjusting information has a small but significant effect on reputation. In this sample, SCCT’s prescribed response strategies have no significant effect on reputation. The experiment proposes the revised model of reputation repair (REMREP) as a tool for understanding how crisis influences reputation. The model incorporates virtuousness and offensiveness, which demonstrates the importance of organizational virtuousness in handling a crisis. Implications for theory and practitioners are discussed.     

Hierarchical consistency of strategies in image repair theory: PR practitioners’ perceptions of effective and preferred crisis communication strategies

ABSTRACT

Drawing from image repair theory and situational crisis communication theory, this study advances crisis communication theory by analyzing nearly 800 public relations professionals’ perceptions of 15 image repair strategies. A national sample of US public relations professionals evaluated communication strategies for their effectiveness and preference for use in three crisis scenarios (accidents, product safety, and illegal activity). Compensation, corrective action, and mortification were the most highly ranked crisis response strategies, regardless of attribution of organizational responsibility or culpability, across 3 different types of accidental and preventable crises. This hierarchical consistency suggests that using communication strategies for maintaining and strengthening an organization’s relationships with its publics may be the best protection for sustaining and repairing positive reputation long-term.     

Before crisis: How near-miss affects organizational trust and industry transference in emerging industries

A near-miss, such as a narrowly avoided collision between vehicles, evades a full-scale accident but can generate media attention that threatens trust. In emerging industries, the effects of near-miss may extend beyond organizational boundaries and influence trust in the industry and technology. This study empirically tests these assertions by examining how media reports of near-miss affect organizational trustworthiness and how trust repair strategies after a near-miss influence organizational and industry trust and technology acceptance in the emerging commercial industry of unmanned aircraft. Notwithstanding parallels to paracrisis, near-miss communication is understudied in public relations research. Further, studies of trust in the context of crisis are recent (see Brühl et al., 2018; Fuoli et al., 2017), and have produced unexpected results that warrant continued exploration in public relations. Underpinned by attribution theory, this study adopts a 2 (near-miss cause: external, low controllability; internal, high controllability) x 3 (trust repair strategy delivered via news story: denial, excuse, apology) scenario-based experiment. This study found that near-miss reduced organizational trustworthiness regardless of whether the event was controllable or not, indicating that when it comes to trust perceptions, near-miss can operate similarly to crisis. Further, apology was the only strategy that arrested a fall in organizational trustworthiness. The study signaled a trust transfer effect where organizational trust influenced industry trust, which led to the acceptance of unmanned aircraft technology. In the context of emerging industries, these findings have implications for organizations that experience near-miss, highlighting the potential for a standardized initial strategy to acknowledge a reduction in trust in order to support trust beyond the organization.     

Company spokesperson vs. customer testimonial: Investigating quoted spokesperson credibility and impact in business-to-business communication

Through the framework of source credibility, this study examines the impact of quoting a company executive versus a customer testimonial in a business communication context. A 2 (spokesperson) × 7 (media channel) full factorial experiment (N = 514) showed partial support for enhanced perceived credibility of information conveyed by a customer testimonial compared to a company spokesperson in independent and controlled media channels online. When evaluated through a measure of media credibility, a customer spokesperson rates higher than a company spokesperson. In addition, a product is viewed more positively by an audience receiving information quoting a customer spokesperson rather than a company spokesperson. An audience with low business expertise considers both types of spokespersons as more trustworthy than a high-expertise audience; however, a customer is considered more trustworthy than a company spokesperson. The study provides public relations professionals with insight in determining the use of spokespersons when communicating to businesspeople.     

Crisis management on social media: Effect of pre-crisis inoculation strategy and midst-crisis organizational interactivity

Negative user-generated contents on social media can result in detrimental impact on organizational reputation should a crisis occurs. In the present study, we sought to examine the effectiveness of implementing pre-crisis inoculation and increasing midst-crisis organizational interactivity on bolstering crisis management outcomes. Through a three-phase online experiment taking the 2 (inoculation: absence vs. presence) x 2 (organizational interactivity: low vs. high) between-subjects design (N = 184), we found that while inoculation or interactivity alone could mitigate some unfavorable crisis-related perceptions and attitude, the combination of these two strategies brought in most consistent benefits to alleviating crisis-caused reputational damage. Implications and future work are discussed.     

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.     

Making the news: environmental NGOs and their media visibility in China

This study was conducted to examine the factors that affect the media visibility of environmental non-governmental organizations (ENGO) in China. Specifically, we examine the ways in which environmental advocacy and media use behaviors are related to the level of attention an ENGO receives from news media. Using data derived from a content analysis of 2158 media reports by 171 ENGOs across China and other sources, the results showed that ENGOs that have an official website and use Weibo garner more media attention than those who do not have a website or use Weibo. Most importantly, the results indicate differences between environmental activism and environmental consumerism in facilitating the media visibility of different types of ENGOs. Compared to government-organized ENGOs, grassroots ENGOs benefit more from participating in environmental consumerist advocacy and having an official website. The findings demonstrate the importance of using various strategies to increase organizational visibility in news media and highlighting the differences between using websites, Weibo, and WeChat in facilitating the media visibility of ENGOs in China.     

Prior reputation and the transition from image repair to image makeover: The case of Hosni Mubarak

Through an analysis of Hosni Mubarak's speeches made over the course of the Arab Spring, this study examined Mubarak's response to criticism about his role in the crisis and the resultant attempt to repair his image. The study thereby draws attention to the image repair strategies of an individual with a negative prior reputation in a crisis. Data indicate that Mubarak's negative prior reputation resulted in his attempting not just an image repair as image repair discourse theory would suggest but rather a more complex image makeover. The cultural significance of his rhetorical choices and the implications for theory are discussed.     

How Activist Groups Use Websites in Media Relations: Evaluating Online Press Rooms

Content analysis of activist organization Websites determined how activists use online resources in media relations. Seventy-four activist Websites were analyzed. About one-third (32.4%) included organized online press rooms. The most common media relations materials were organizational history (70.3%), organizational mission statement (54.1%), organizational publications (47.3%), press releases (33.8%), and policy papers (31.1%). Activist Websites did not provide strong dialogic features for journalists, but dialogic features were more available for the general public. Theoretical implications are examined and 6 recommendations are made for improving online activist press relations.     

Effects of attributed responsibility and response strategies on organizational reputation: A meta-analysis of situational crisis communication theory research

Scholars utilizing situational crisis communication theory (SCCT) mainly examine how attributed responsibility affects organizational reputation and how response strategies matched with the amount of attributed responsibility protect reputation. The findings on these 2 important questions have been mixed. A meta-analysis of 35 investigations from 24 studies published between January 1990 and March 2015 was conducted to explain the mixed findings and reveal average correlations. Attributed responsibility was strongly associated with reputation at –.54, and response strategies were only weakly associated with reputation at .23. Equally important, crisis vignette choice moderated the responsibility-reputation association. Crisis clusters, reputation measurements, sample choice, and crisis vignette choice moderated the match-reputation association. Theoretical, methodological, and practical implications were discussed.     

Protocol journalism as a framework for understanding public relations–media relationships in Kosovo

There is growing interest about the ways in which the public relations field can contribute to democratization and civil society initiatives. Some scholars see enormous potential for public relations by non-governmental organizations (NGOs) to help get important social issues on the public agenda in transitional nations while other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice. One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how the public relations–media relationship contributes to civil society development in Kosovo. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of the public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding metaphor for explaining and critiquing the public relations–media relationship in Kosovo. The implications of protocol journalism for media development and public relations credibility are discussed.     

Crisis response and crisis timing strategies,two sides of the same coin

This study investigates the moderating impact of the timing of crisis disclosure on the effect of crisis response strategies on organizational post-crisis reputation. It proposes that self-disclosing a crisis allows organizations to avoid explicitly taking or rejecting responsibility by means of a crisis response strategy. A 2 (crisis timing strategy: ex-ante vs. ex-post) × 2 (crisis response strategy: response strategy vs. objective information only) between-subjects factorial design was conducted among 137 participants. The results show that organizations that do not steal thunder better use a reputation restoring crisis response strategy than just providing stakeholders objective information about what happened. In addition, the results demonstrate that if an organization steals thunder, it is not necessary to offer reputation restoring crisis response strategies such as an apology. These findings stress the importance of timing to disclose crisis information in addition to the content of crisis communication strategies.     

Clean diesel and dirty scandal: The echo of Volkswagen’s dieselgate in an intra-industry setting

In 2015 the U.S. Environmental Protection Agency revealed that German car manufacturer Volkswagen had illegally installed software to produce fake NOx-emissions results. This study aims to analyze how the German news media framed VW’s role. Furthermore, since the scandal shifted from a single company to an industry-wide crisis, this contribution also aims to establish whether the German news media reframed the crisis as an industry-wide phenomenon in 2018. The results show that the Dieselgate was reframed in 2018 as an industry-wide scandal where the conflict, morality, and attribution of responsibility frame were most dominant. We argue that the first wrongdoer in an industry creates a crisis history, which potentially becomes an intensifying factor for competitors who are confronted with similar crises in a later stage. Findings extend the theoretical premise of an organizational reputation as postulated in SCCT, as the organizational reputation is most likely influenced by changing industry-wide perceptions as well.     

Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

To evaluate the current status of communication and fundraising strategies on the Internet, a stratified random sample of the Chronicle of Philanthropy's Philanthropy 400 was content‐analyzed in mid‐January 2005. Web sites were coded on variables identified in practitioner and scholarly literature on issues of accountability, fundraising practices, and interactive communication strategies. Chi‐square analysis found that the top nonprofit organizations included copies of their annual reports, organizational goals, and mission statements, while second‐tier organizations were more likely to use a sales approach by using e‐commerce technology and terminology to process online donations.     

“Mad Money” madness: Jim Cramer's image restoration effort

The following is an evaluation of “Mad Money” host Jim Cramer's image restoration attempts during his March 2009 week-long media battle with Jon Stewart, host of “The Daily Show.” Using Benoit's (1995) image restoration theory as a conceptual framework, it is apparent that Cramer failed in restoring his reputation because he frequently coupled incongruent strategies and was unable to grasp the dynamic nature of communicative image restoration.