Social media crisis communication: Enhancing a discourse of renewal through dialogic content

This qualitative study investigates through a case study how dialogic content, which is shared on social media, facilitates stakeholder support and builds relationships to advance a discourse of renewal. Prior research on crisis communication in social media thoroughly investigated crisis response theories relating to reputation management and image restoration. To date, however, a paucity of research has considered how content could facilitate stakeholder support and relationships in crisis communication.The findings show that when an organization commits to transparent, interactive dialogue during a social media crisis on a social media platform, stakeholders are pulled to authentic content because they are interested and actively seeking for relevant information. Dialogic content may also boost stakeholder support and encourage relationship building to help move the organization forward after the crisis with dialogic communication. The insights gained from this study create value for wider audiences in terms of how dialogic content can be used for social media crisis communication, to move beyond reputation and image repair to become meaningful to stakeholders.     

Jon and Kate Plus 8: A case study of social media and image repair tactics

Broadening the application of Benoit's image repair theory, this case study compares and contrasts crisis management strategies of Jon and Kate Gosselin during their 2009 highly publicized divorce. Specifically, it looks at how they presented themselves through personal statements, interviews and social media in two phases: the year before and the year after their divorce. Findings indicate the two used many image repair strategies and experienced varying levels of success. In the end, media outlets utilized traditional cultural narratives in their framing of both celebrities, depicting Kate as a distraught wife/single mother and Jon as an irresponsible and untrustworthy husband/father. Media later transitioned to a more positive portrayal of Jon and a negative portrayal of Kate. Exploring social media added a fresh dimension to previous image repair analyses. Findings indicate social media allow celebrities to publish information fast and efficiently without a gatekeeper; however, they must still follow traditional image repair strategies to succeed.     

Finding the path beyond reputation repair: A structural topic modeling analysis of the crisis communication paradigm in public relations

This research utilizes computational methods to examine crisis communication scholarship from 2010 to 2020 in two studies with a census of all articles in Public Relations Review and the Journal of Public Relations Research (n = 1293 articles, 7400,685 words). Results indicate crisis scholarship has expanded beyond its prior focus on reputation repair. Situational crisis communication theory and image repair are compared in volume of scholarship and methodological affinity. Social media, SCCT, and media relations are identified as central topics within crisis communication scholarship.     

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.     

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.     

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.     

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.     

Enduring image: Capturing defining moments in crises

In today's media environment, crises are magnified as media events and are rich sites for the inception of images. Particular images, like a photograph or a sound bite are found to endure as representations of defining moments of crises. This study seeks to examine the concept of an enduring image, how it is engendered and how it impacts crisis communication efforts. The study utilizes five case studies of crisis with an inherent enduring image. An enduring image constitutes a prime representation of the accused in a given crisis. These images are loaded with symbolic potential and exhibit a sense of permanence in public consciousness. Understanding the implications of an enduring image can offer insights to organizations on how to better manage one's public and media image during or after a crisis. The study is arguably the first in examining the significance and potency of enduring images in crises.     

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.     

To invest in the invisible: A case study of Manti Te’o's image repair strategies during the Katie Couric interview

The purpose of this study was to examine Manti Te’o's image repair strategies during an interview with Katie Couric. This interview followed reports that Te’o had been involved in an elaborate hoax featuring a fake girlfriend. The interview was a worthy avenue of investigation as it was Te’o's first opportunity to publicly defend himself on camera following a week of ridicule and speculation by media outlets and the public. A deductive thematic analysis was conducted on Te’o's responses utilizing Benoit's image repair typology and other recently identified image repair strategies as a guide. Results revealed that Te’o did not deviate from previously established strategies by employing defeasibility, victimization, good intentions, stonewalling, retrospective regret, bolstering, shifting blame, and simple denial. Collectively, the employment of these tactics illustrated a timid, naïve, and remorseful approach to image repair. While some of Te’o's choices were appropriate, the heavy use of stonewalling and victimization may have been ineffective in changing audience perception.     

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.     

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.     

Towards a postmodern research agenda for public relations

The theory and practice of public relations are largely based on a modernist understanding of organization that privileges management perspectives and a strategic focus in the field. This article explores the possibility of postmodernism as an alternative theoretical approach to public relations. Postmodernism rejects the manager as a rational being who has the ability to determine organizational outcomes through strategies. Modernist public relations is examined as a hegemonic practice that interpellates practitioners into the system to legitimize the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organizational media. Public relations’ media relations role is critiqued for its creation of a hyperreality and the resulting crisis of representation. The paper concludes with suggestions for a postmodern research agenda based on reflexivity.     

This is not a race, this is a farce: Formula One and the Indianapolis Motor Speedway tire crisis

Formula One is the most technologically advanced and financially lucrative form of motorsport in the world with global audiences in the billions over the course of a season. A highly unusual and potentially deadly set of events took place during the Friday practice for the sixth annual United States Grand Prix at the Indianapolis Motor Speedway. Controversy and blame soon followed. Using Benoit's public relations and image restoration strategy framework, this paper examines the different strategies employed during the crisis by the Formula One teams, Michelin, the Federation Internationale De L’Automobile, Formula One Management, and the Indianapolis Motor Speedway. An examination of the crisis situation at the United States Grand Prix allows this study to expand Benoit's initial framework into sport as well as examining the implications for public relations and image repair strategies.     

Prioritizing relationships: The investment model and relationship maintenance strategies in organizational crises

Crisis communication and crisis management are dominated by research in image repair and restoration, but much has to be done to address the lack of research that engages relational perspectives in these fields. Adopting the investment model (Rusbult, 1980) as a theoretical framework and using structural equation modeling, the study develops a crisis relational maintenance model to explain how organizations can (re)build relationships with publics. Survey results show that publics’ commitment and publics’ trust are two significant mediators that influence publics’ relational behaviors post-crisis. The investment model provides a suitable framework to explain publics’ commitment to an organization, with explained variance more than 90 percent, and an organization’s relationship maintenance strategies during and post-crisis significantly affect publics’ trust. Whether an organization’s relationships with the publics can be maintained or repaired depends on whether an organization engages in these relationship maintenance strategies that prioritize publics’ need, which can be reciprocated from publics as publics reorient themselves along with the long-term goals and well-being of the relationships. Results of this study call for further attention on relationship maintenance approaches in crisis communication and management research.     

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.     

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.     

Communication and Attributions in a Crisis: An Experimental Study in Crisis Communication

This study provides a partial test of a symbolic approach to crisis management. The symbolic approach examines the strategies used to respond to crises. The study concentrated on the match between crisis type and crisis response strategy. An experimental design was used to explore how crisis type, organization performance history and crisis response were associated with the image of an organization. Additional analyses explored how causal attributions varied according to crisis type. For the cases tested, the results supported the use of the crisis response strategies recommended by the symbolic approach. The results of the experiment supported the basic assumptions of the approach. The implications and directions for future investigations using the symbolic model are discussed.     

Visual social media and affectivity: the impact of the image of Alan Kurdi and young people’s response to the refugee crisis in Oslo and Sheffield

This article focuses on the reception of the image of Alan Kurdi by a group of young volunteers in Oslo and Sheffield, and their understanding of the subsequent civic and political engagement. Methodologically, the study draws on a series of in-depth interviews conducted with a group of young volunteers who saw the photograph when it went viral on Twitter and who had followed the media coverage and participated in on- and offline activities related to the case. To analyse the views of the research participants on the Alan Kurdi case, I draw on feminist theoretical perspectives on affectivity, theoretical literature relating to news images and iconic photography, and online social movement theories. The study shows that the iconic image of Alan Kurdi offered a way of transforming complex and unsettled aspects of the refugee crisis into something concrete and understandable, contributing to galvanize affective resonance and immediate public response among the involved subjects. The infrastructure of social media, enabling the rapid global circulation of the image, contributed to shaping social assemblages to which connective emotions and common meanings were ascribed.     

Analysis of the image repair discourse in the Michael Phelps controversy

The following study reviews the image repair strategies used by Olympic swimmer Michael Phelps, his sponsors and the organizations that govern him as an amateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a British tabloid. Additionally, the study reviews media coverage of the controversy to determine whether Phelps was successful in repairing his image. The study concludes that Phelps’ image repair campaign was a success. Implications for public relations practitioners and suggestions for future research also are discussed.