Empathy as a main ingredient of impactful crisis communication: The perspectives of crisis communication practitioners

Sixteen in-depth interviews with Belgian crisis communication practitioners were conducted to get their perspectives on the role of empathy in crisis communication. While demonstrating empathy toward crisis-affected stakeholders is considered an essential best practice, the role of empathy in responding to crises has only received limited attention in research. The aims of this study were to examine how practitioners interpret the concept of empathy in crisis communication; to what extent they value the expression of empathy in crisis responses and for what reasons; and what exactly constitutes an empathetic crisis response according to them. In addition, instances in which stakeholders may in turn experience empathy for organizations in crisis were examined. As such, the aspiration behind this study was to provide insights that can initiate further theorization and research on the role of empathy in the context of organizational crisis communication.     

Communicating during crisis: Use of blogs as a relationship management tool

Using a post-test only experimental design with control group, this study investigated the impact of blogs on relationship management during a crisis. Participants (N = 109) were exposed to a personal blog (n = 45), organizational blog (n = 46), or control (n = 18). Results indicate blogs impact the perception of the level of crisis an organization experiences. Additionally, relationships created through blogs impact the perception of crisis. Use and credibility were also investigated.     

Crisis communication in higher education: The use of “negotiation” as a strategy to manage crisis

This case study examined the crisis response strategies of Louisiana State University after its women's head basketball coach resigned amid charges of inappropriate conduct with former basketball players. This case study draws on relationship management and negotiation as the theoretical lens to examine the efforts of the University in managing relationships and restoring its image. Data for this study was collected through opened-ended questionnaires from students, faculty, and staff at the University. The findings from this study indicate that the good reputation of the University was responsible for the positive evaluation of the crisis management. In addition, results from this study suggest that “negotiation” can play an important role in managing a crisis when the conflicting parties are not willing to participate in a dialogue.     

Effects of apologies and crisis responsibility on corporate and spokesperson reputation

This study is aimed at the effects of making apologies in a crisis situation and attributed crisis responsibility on corporate- and spokesperson reputation. In a 2 × 2 scenario experiment (spokesperson making apologies versus no apologies; and accidental versus preventable crisis), 84 respondents judged corporate and spokesperson reputation. We found that the crisis has more impact on corporate reputation than on the spokesperson's reputation. This indicates that the crisis is seen as a collective responsibility of the organization, rather than the personal responsibility of the spokesperson.     

Online crisis communication in a post-truth Chinese society: Evidence from interdisciplinary literature

Through a thematic content analysis of 118 journal articles from interdisciplinary fields, this study reviews the research trends of online crisis communication literature in a Chinese post-truth society, where objective facts play a diminishing role, and Chinese people are losing their trust, despite the best efforts of organizations to deal with fake news in crises. Results of this study disclose some unique crisis communication strategies (e.g., strategic distraction, rumor-rebuttal, fabrication, acting cute, and content censorship) in crises of China. Influential contextual factors such as the political system, cultural values, and media features are identified as well. Theoretical and practical implications of this study are discussed, and a greater picture of online crisis communication in contexts is posited for future research.     

Care-based relationship management during remote work in a crisis: Empathy,purpose, and diversity climate as emergent employee-organization relational maintenance strategies

This study examined the relational maintenance strategies employed by organizations to maintain relationships with employees over remote/hybrid work in a crisis. Thirteen in-depth elite interviews with heads of communication and human resources from organizations on various top employer lists were conducted. The seven main themes generated from the interviews were clustered into two sets of strategies. The first set consisted of strategies that are widely accepted in current relationship management theorizing in public relations, specifically access, assurances, positivity, and openness. The second set included three emergent strategies, namely, empathy, purpose, and diversity climate. Together, these strategies reflected the lived experiences of employers as they grappled with maintaining relationships with employees remotely while navigating uncertain and ambiguous environments. The findings of this study strengthen theorizing on care-based employee relationship management in the context of remote/hybrid work during crises.     

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.     

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.     

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.     

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.     

The ACORN story: An analysis of crisis response strategies in a nonprofit organization

In 2009, two political activists published hidden-camera recordings of their visits to the offices of a national, community-based, nonprofit organization. In the videos, the activists posed as a prostitute and a pimp in order to elicit damaging information from the organization's employees. This incident was just the latest in a series of disastrous situations for the Association of Community Organizations for Reform Now (ACORN). In the year prior to the video controversy, the organization addressed allegations of voter registration fraud in the 2008 presidential election and reacted to the expose of a hidden embezzlement by a family member of ACORN's founder. This study employs the Situational Crisis Communication Theory (SCCT) to analyze how ACORN responded to this series of damaging public relations attacks. The study investigated ACORN's crisis response strategies through an analysis of media coverage about the crises.     

Examining the expertise,experience, and expedience of crisis consultants in Singapore

By most accounts, crisis preparedness in organizations globally has been appalling (0035 and 0250). The situation is no different in Singapore (Wu & Dai, 2001). With crisis expertise often lacking from within organizations, many resort to engaging public relations (PR) agencies to help. This study, which is inspired by Frandsen and Johansen's (2008) study in Denmark, aims to evaluate the contributions of consultants from PR agencies. Adapting indicators to assess professionalism proposed by Lages and Simkin (2003) and Sallot, Cameron and Lariscy (1997) and integrating them with variables from the contingency theory (Pang, Jin, & Cameron, 2010), this study seeks to examine: (1) the level of expertise of consultants in offering crisis management consultancy; (2) the level of experience of consultants offering crisis management consultancy; and (3) the value and expedience of the consultancy services offered. Findings showed that agencies in Singapore hired consultants based on skills such as writing, speaking and ability to manage the media. For some, lack of direct experience was compensated by in-house training. International agencies appeared to have an advantage over the local agencies by virtue of their access to expertise and knowledge from their international network. However, as the majority of agencies had only managed few crises, it was difficult to assess the value these consultants added. Studies examining consultants in PR agencies are rare. It is hoped this study would trigger research around the world.     

Managing a nation's image during crisis: A study of the Chinese government's image repair efforts in the “Made in China” controversy

The image of a nation is crucial in the conduct of international relations (Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). A favorable image plays a critical role in asserting one's influence (Benoit, W. L., & Brinson, S. L. (1994). AT&T: “Apologies are not enough”. Communication Quarterly, 42, 75–88; Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). Often, strategic communication tools like public relations and media diplomacy are used to enhance a nation's image (Giffard, A., & Rivenburgh, N. K. (2000). News agencies, national images, and global media events. Journalism Quarterly, 77, 8–21). In 2007, China's reputation as “the workshop of the world” (Gaulier, G., Lemoine, F., & Unal-Kesenci, D. (2005). China: A workshop of the Cd and a market for Europe. At: http://ideas.repec.org/a/cii/cepill/2005-245.html. Accessed on 14 May 2009) came under severe threat with a series of product recalls. This was arguably the first time that allegations of product deficiencies were targeted at a country. Using the image repair theory, this paper examined the strategies used and the image these strategies generated for China. Findings showed that the initial defensive strategies generated an image of a hurried and harried country. After it was willing to confront the crises through corrective action, a surer and more determined image emerged.     

Narrative persuasion,identification, attitudes,and trustworthiness in crisis communication

The purpose of this study is to test the effects of narratives in crisis communication. This research assesses how organizations benefit from using stories in their media responses, relative to sharing nonnarrative information. The theory of crisis response narratives (Heath, 2004) holds that ethical narratives are effective because they enhance trustworthiness, attitudes toward the spokesperson, and identification with the spokesperson. Normative crisis communication theory exhorts disclosing truthful information rather than spinning. In an online experiment, participants (N = 365) watched a news interview in which a scandalized company’s spokesperson responded to a journalist’s questions with (a) ethical narratives, (b) unethical (spin) narratives, or (c) nonnarrative information. Multiple mediator modeling assessed identification with the spokesperson, attitudes toward the spokesperson, and perceived trustworthiness of the spokesperson. Results indicate ethical narratives are more effective than unethical narratives. However, nonnarrative information most effectively enhances trustworthiness and bolsters identification.     

Crisis communication: The mediating role of cognitive and affective empathy in the relationship between crisis type and crisis response strategy on post-crisis reputation and forgiveness

This study seeks to contribute to the growing body of research in crisis communication by exploring how two types of empathy; cognitive empathy and affective empathy, affect organizational reputation and publics’ forgiveness for an organization that is in a crisis. An online three (crisis type: victim vs. accidental vs. preventable) × two (response strategy: rebuilding vs. denial) between-subjects experiment was conducted with 648 participants (N = 648) recruited through Amazon’s research tool MTurk. The results of the study reveal that crisis type affects both cognitive and affective empathy and people are more likely to feel empathetic toward an organization that uses rebuilding strategies than an organization that denies the existence of a crisis. Theoretical and practical implications of empathy on corporate reputation and forgiveness are discussed.     

Poverty,oil and corruption: the need for a Quad‐Sector Development Partnership (QSDP) in Nigeria's Niger Delta

This article starts by charting the conflicting position in Nigeria's Niger Delta between its petroleum wealth and the poverty of its inhabitants before observing how government corruption has hampered development agencies from rectifying this situation. It then examines trans‐national company (TNC) Corporate Social Responsibility (CSR) initiatives via a case study of the Shell Petroleum Development Company (SPDC). It concludes that, while there are useful projects, their success is felt at a micro level that cannot supplant wider government development. Finally, the article sets out why Quad‐Sector Development Partnerships (QSDP) between an international development agency, the state, TNCs and civil society will help to neutralise the national problem of corruption so that Niger‐Delta socioeconomic development can be improved.     

Beyond reputational and financial damage: Examining emotional and religious harm in a post-crisis case study of Hillsong Church

Religious organizations have largely been overlooked in public relations scholarship, particularly in the crisis communication literature. Additionally, research in crisis communication primarily focuses on the reputational, material, and financial damage caused by crises. This study addresses theoretical and topical gaps in public relations scholarship by advancing Spaulding’s (2018) emotional and religious harm categories for moral crises within religious organizations. Results of a qualitative case study of Hillsong Church’s Carl Lentz crisis suggest an emotional harm continuum exists for moral crises, and religious harm emerges as distancing as a religious protective measure. Findings advance crisis communication theory regarding the use of religious and renewal rhetoric and types of harm inflicted from crises, and assists practitioners in crafting post-crisis messages that prioritize stakeholder healing and the organization’s recovery.     

Over-emoting and perceptions of sincerity: Effects of nuanced displays of emotions and chosen words on credibility perceptions during a crisis

This study focuses on understanding how words and discrete facial emotions influence credibility perceptions of both prepared statements and spontaneous question and answer sessions. We build on and extend existing theoretical work concerning crises communication and discrete emotions. Using a press conference simulation, spokesperson video recordings were analyzed using automated face-emotion recognition software (FaceReader™) to characterize discrete emotions. A crisis-message-strategy trained dictionary for Linguistic Inquiry and Word Count (LIWC) was used to characterize message content. Our results indicate that spokespeople can control their verbal messages better in prepared statements than in more spontaneous settings, but their facial emotions are quite similar in both settings. Only three discrete emotions are related to credibility perceptions: anger, sadness, and surprise, but sadness and surprise are not universally viewed positively or negatively. Expressing too much emotion, or over-emoting, is problematic. Expressing more anger in the Q&A, which we refer to as reactive anger, is perceived negatively, and when spokespeople emote a low amount of sadness and use a high amount of words expressing sincerity they are viewed as having the most credible messages.     

The influence of perceived shared risk in crisis communication: Elaborating the situational theory of publics

The study explored whether perceived shared experience with a media portrayal could influence various cognitions—such as concern, sense of personal involvement, and desire to learn more—that are important for behavior change. This research used the situational theory of publics in order to evaluate whether perceived shared risk is an antecedent to the factors leading to communication behavior. In general, the findings from this experiment supported the idea that shared risk experience with portrayals in news coverage has the potential to influence problem recognition, involvement recognition, and a new variable that combines information seeking and processing: that of information gaining.     

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.