Managing and sharing H1N1 crisis information using social media bookmarking services

Social media outlets are becoming main stream venues for risk and crisis communication, and how information is shared is critical. Analysis of social bookmarks regarding H1N1 demonstrate the CDC was the most popular reference for information, individuals were strongly present, blogs were the most popular type of documents, and Twitter is the most popular source being referenced. The crisis communication literature has just started to address those stakeholders that are creating their own influence and messages online.     

Using value modeling to evaluate social media messages: The case of Hurricane Irene

Emerging technologies, advances in social media, and new communication platforms have transformed how crisis communicators reach their audiences and partner agencies in a variety of situations. Not only do individuals and organizations communicate differently during a crisis, but they are also perceived very differently; social media platforms and messages add to the challenges involved in maintaining the overall reputation of brands and corporations. To better understand the new messaging system and its effects, the researchers analyzed social media crisis messages and messaging theory through various qualitative and quantitative value modeling techniques and generated a simple baseline model for what constitutes a “good” crisis message. Using data collected during Hurricane Irene, the researchers used this baseline model to rank effective and ineffective messages to determine whether the most followed/forwarded messages fit this model, and to identify a set of new best practices for crisis communicators and reputation management monitors using social media platforms.     

Beyond image repair: Suggestions for crisis communication theory development

This commentary explores whether and how crisis communication theory needs to be adapted to account for the rise of social media. Through a review of existing theory, we offer recommendations for future research in the evolving media landscape.     

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.     

Examining signs of recovery: How senior crisis communicators define organizational crisis recovery

Interviews with senior crisis communicators explore how crisis recovery is defined and what role publics and organizational communication and characteristics play. Findings reveal recovery is measured operationally and short-term. Effective communication proactively addresses failures, is transparent and honest while positive, focuses on future directions, and rebuilds and repairs symbolic damage. Organizational best practices include tested values and crisis leadership. Publics can facilitate healing, highlight victims’ voices, and provide recovery evidence.     

Public framing organizational crisis situations: Social media versus news media

This study examines framing of organizational crises by news media and the public. Due to the rapidly evolving and escalating character of crises, this study emphasizes the initial phase of a crisis, in which public social media manifestations (tweets) play a crucial role. Moreover, this study uses automated content analysis to obtain latent frames embedded in text. Through analyzing the Dutch Moerdijk crisis, this study reveals the dynamic characteristics of public crisis framing and the media framing potential to prevent crisis escalation.     

Supporting students to use social media and comply with professional standards

Student social workers live in a world where sharing of information seems to be straightforward and unproblematic. However, data sharing is a contentious issue in practice that raises ethical issues. There is a focus on this aspect of practice in social work education particularly in the context of data storage, confidentiality and multi-disciplinary work. There have been examples of qualified workers being sanctioned by the Health Care Professions Council for breaching professional standards related to inappropriate use of social media. Understanding the advantages and potential pitfalls of social media is crucial for social workers. The aim of this research was to develop an understanding about how student social workers use social media during their time at university as a tool for continuing professional development whilst balancing the need to present a professional persona. This paper reports on four themes that emerged from a study that considered social media and social work training: changing/securing profiles; using social media to support learning and development; university support; replicating earlier behaviour in the professional setting. The findings suggest student social workers are ambivalent about the use of social media both during training and as a way to support ongoing development beyond the university setting.     

Digital natives and social media

Digital natives (also known as “Generation Y” and “Millennials”), a generation born during of after introduction of digital technologies, 1980s and after, have mixed preferences for media use in personal and professional lives. A study by Friedl and Tkalac Ver?i? (2011) showed that even though digital natives prefer digital media in their personal lives, this is not necessarily reflected in their business lives. This study addressing preferences of “traditional” vs. “the new media” in a university setting found an opposite result.     

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.     

Public relations and customer service: Employer perspectives of social media proficiency

Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.     

Disentangling social media influence in crises: Testing a four-factor model of social media influence with large data

Social media empower publics by providing a platform for their voices during crises. Digital-enabled platforms allow individuals to become influentials by sharing their insights and expertise with others. Confronted with the fast-paced and complex dynamics of crises, we lack a systematic conceptualization and a valid measure of social media influence in the crisis context. By integrating diverse perspectives on influence, we propose a new framework that theorizes different dimensions of social media influence based on publics’ communicative behaviors during crises. This integrated framework offers a refined conceptualization and measurement of social media influence in crises by incorporating the network perspective. We tested the framework with large-scale Twitter data from four crises. Results from multigroup CFA on Twitter influencers suggest that social media influence is composed of four factors: output, reactive outtake, proactive outtake, and network positioning. Each factor is associated with a distinct set of users’ behavioral indicators (e.g., retweet). Implications for crisis communication and public relations are discussed.     

Socially distributing public relations: Twitter,Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives.     

The social-mediated crisis communication research: Revisiting dialogue between organizations and publics in crises of China

The rapid diffusion of social media is ushering in a new era of crisis communication. To enhance our understanding of the social-mediated dialogue between organizations and their publics in crises of China, this study conducts a content analysis of 61 relevant journal articles published in 2006–2018. Results of this research present an overview of ongoing research trends such as theoretical frameworks and methodological preferences. This research also explores how the unique Chinese social media characteristics affect the dialogue between types of organizations and their publics. Contextual factors such as face and favor, relationship (Guanxi) and sentiment (Renqing), and the centralized political system that may facilitate/inhibit dialogue in crises of China are identified as well. Finally, this study suggests promising new directions such as a scholarly assessment tool for the social-mediated crisis communication research in China.     

Revisiting gendered assumptions of practitioner power: An exploratory study examining the role of social media expertise

The purpose of this exploratory study was to expand upon previous literatures in public relations power, and fill the need for more scholarship regarding practitioners’ perceptions of social media work, power, and gender. Findings from a survey of PRSA members showed that there is a gendered difference in power perception between males and females regardless of their PR roles or level of experience, but social media expertise was perceived equally between both genders. We argue that while social media expertise may serve to reduce a gendered power divide in public relations, continued critical exploration of social media and gender inequality is necessary.     

Toward a normative social media theory for public relations

Social media might represent the greatest social innovation/revolution in the history of communication, fundamentally altering how humans communicate, and the practice of public relations, journalism, advertising, marketing, and business. Dozens of theories and concepts including dialogue, engagement, identification, social presence, uses and gratifications, conversational human voice, and many others inform social media. However, what has commonly taken place in social media contexts and public relations has been the importation and application of other theories and concepts, rather than exploring and clarifying the unique features and capabilities of social media per se. This essay argues that social media represent a new communication paradigm, and this essay takes up the challenge of building social media theory for public relations by identifying features of social media that have emerged from existing research as fundamental to understanding social media, and eventually developing a theory(s) of social media for public relations.     

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.     

A survey of social media use, motivation and leadership among public relations practitioners

This study investigates the relationship between motivation, leadership and social media use among a sample of public relations practitioners who recently had begun using Twitter to follow Universal Accreditation Board (UAB)-affiliated organizations. A majority of the survey respondents were classified as “everyday users.” A series of Twitter leadership indicators correlated positively with internal motivation and correlated negatively with amotivation. Several word-of-mouth variables also were investigated with regard to motivation.     

Revisiting the relationship between public relations and marketing: Encroachment and social media

Although public relations and marketing trade presses regularly discuss the conflict between the functions (e.g., Ecker, 2013; Havartin, 2013), academic researchers focused on the issue primarily in the 1980s and 1990s. The drop in public relations and marketing encroachment research does not parallel a drop in encroachment in practice, especially in light of today’s social media environment. In fact, historic tension between public relations and marketing intensified with the incorporation of social media into communication efforts. This paper updates the study of encroachment by reviewing the historical views of the topic, proposes ways that social media use has intensified issues related to role encroachment between public relations and marketing professionals, and outlines questions to guide future study of these topics.     

Social media use, perceptions of decision-making power, and public relations roles

Public relations practitioners in this study who were more frequent users of social network sites and social media tools reported greater perceptions of their own structural, expert and prestige power. Forty of 115 members of a PRSA chapter responded to the survey request. In terms of day-to-day practice, the sample matched national samples of practitioners, with manager and technician questionnaire items loading on the exact same factors as in prior studies. However, those enacting predominantly manager roles did not differ significantly from those enacting predominately technician roles in social media use. This study points to the need for future research to examine more closely the use of social media in the daily roles of public relations practitioners.     

Using social media to engage citizens: A study of Italian municipalities

Local public administrations are increasingly interested in involving citizens in public decisions and public life. In this context, social media represent powerful engagement tools. However, social media contribution to establish relationships between citizens and local administrations is largely unexplored. This brief paper has the objective to examine how social media contribute to public engagement by analyzing 119 Italian municipalities.