Through the looking glass: A decade of Red Cross crisis response and situational crisis communication theory

Crisis communication has emerged as a hot topic in public relations literature. However, little attention has been paid to nonprofit organizations (NPOs), one of the largest sectors of public relations practice. In particular, few studies have examined that the crisis response strategy NPOs can employ to repair their reputations. For the Red Cross and other NPOs, when faced with a crisis, communicating with their publics is critical to restore a positive reputation and, ultimately, to the continued success of the organization once the crisis has passed.     

Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates

Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site.     

Comparing apology to equivalent crisis response strategies: Clarifying apology's role and value in crisis communication

Crisis communication has begun to systematically examine how people perceive the crisis response strategies using experimental designs. This is an important step in the evolution of crisis communication research. One problem with this research has been the over promotion of apology as “the” response. Too often the value of an apology is established by comparing how people react to an apology and to other less victim-centered/accommodative responses. This “unfair” comparison results in apology appearing to be “the” best alternative. This study compares apology to more equivalent crisis response strategies to more fairly determine if apology is “the” best strategy. The results show that people react similarly to any victim-centered/accommodative strategy meaning apology is not “the” best strategy. The implications of the results for crisis managers are discussed.     

Presidential crisis: An analysis of Biden & Trump’s crisis communications strategies in response to allegations of sexual misconduct

While campaigning for president of the United States, both Donald Trump (2016) and Joe Biden (2020) faced serious allegations of sexual misconduct. Consequently, the sexual misconduct allegations were classified as a crisis for the candidates themselves and their campaigns. This study identified the crisis communications strategies that each individual and their respective campaign utilized, analyzing the ways in which each candidate adhered to and deviated from the established framework of the crisis communications model (Strategic Crisis Communications Theory) (Coombs, 1995). Artifacts during the campaign season such as statements, press releases, responses, and news articles were collected and analyzed under the framework of the SCCT. Research indicates that each candidate was able to utilize “mismatched” strategies successfully, suggesting that the SCCT may be applied in political contexts. More research is needed to better understand the role SCCT plays in the political realm--especially within political organizations and campaigns.     

The crisis communication preparedness of nonprofit organizations: The case of German interest groups

A national survey of German interest groups showed that these nonprofit organizations are substantially lacking crisis preparations. Less than one third use crisis plans, crisis management teams, or crisis scenarios. In terms of web-based crisis communication, nonprofit organizations primarily relied on traditional forms of online communication for crisis response. Organizational experience with crises, the general status of the public relations function, as well as the crisis communication expertise of practitioners were positively related to the degree of crisis preparedness of these interest groups.     

Comparing the two sides of the nonprofit organization–donor relationship: Applying coorientation methodology to relationship management

Although public relations scholars recommend practitioners strive for symmetry in their communication programming, scholarship on the organization–public relationship has abandoned the push for symmetry despite potential problems that could emerge when the organization and publics have different viewpoints. Using the coorientation methodology, this study found that even though fundraisers and donors at a West coast hospital viewed their relationship positively, the differences in the evaluations leave room for the organization to devise strategies to improve the relationship status.     

Exploring effective crisis response strategies

This study examines effective crisis response strategies using Coombs’ SCCT as a theoretical framework. Results of an experiment show that base responses (instructing and adjusting information) could mitigate reputational decline for a company during a severe, preventable crisis. The sole use of bolstering (reminding) strategy or no response is ineffective because it negatively influences consumers’ trust in the company, attitudes toward the company, perceived corporate reputation, and supportive behavioral intentions.     

Proxy communication in crisis response

This study analyzes the role of third party crisis communication during the expansive food contamination crisis caused by Peanut Corporation of America (PCA). The information void caused by PCA's mismanagement of the crisis and subsequent reticence was filled by third party organizations serving as proxy crisis communicators. The need for organizations to plan for and engage in proxy communication when organizations in affiliated industries fail to communicate effectively during crises is demonstrated.     

Making nice may not matter: The interplay of crisis type,response type and crisis issue on perceived organizational responsibility

Experimental findings suggest limited effects for corporate social responsibility (CSR) to inoculate a company prior to a crisis. CSR may be viewed as accommodative window dressing that diminishes resources to assure corporate competence. When an accident occurs, emphasis in crisis communication on corporate ability (CA) may be more effective than CSR, especially when corporate culpability is low.     

Engaging stakeholders through social networking: How nonprofit organizations are using Facebook

Since social networking sites, such as MySpace and Facebook, began allowing organizations to create profiles and become active members, organizations have started incorporating these strategies into their public relations programming. For-profit organizations have used these sites to help launch products and strengthen their existing brands; however, little is known about how nonprofit organizations are taking advantage of the social networking popularity. Through a content analysis of 275 nonprofit organization profiles on Facebook, this study examines how these new social networking sites are being used by the organizations to advance their organization's mission and programs. Solely having a profile will not in itself increase awareness or trigger an influx of participation. Instead careful planning and research will greatly benefit nonprofits as they attempt to develop social networking relationships with their stakeholders.     

How publics respond to crisis communication strategies: The interplay of information form and source

Through an experiment with 162 college students this study empirically evaluates an emerging communication model: the social-mediated crisis communication model (SMCC). As part of a series of studies testing the SMCC model, this study focuses on two of the SMCC model's components: the effects of crisis information form (traditional media, social media, and word-of-mouth) and source (third party and organization) on publics’ acceptance of crisis response strategies and publics’ crisis emotions. The findings clearly indicate the importance of strategically matching crisis information form and source when organizations respond to crises. In addition, the selection of crisis information form and source affects publics’ attribution independent and dependent emotions.     

Further explorations of post-crisis communication: Effects of media and response strategies on perceptions and intentions

Crisis communication represents a rapidly growing body of research and is seeing an increased use of experimental methods. However, the experiments have relied exclusively on print stimuli resulting in little knowledge of channel effects on crisis communication. This study evaluates the effects of different response strategies and media channels on respondents exposed to a crisis. The study used a 2 (crisis response: sympathy and compassion) × 2 (media: print and video) design. We selected two similar response strategies that could differ in terms of the additional cues provided by video. Results revealed virtually no meaningful difference between the use of video versus print or sympathy versus compensation.     

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.     

Consumer health crisis management: Apple's crisis responsibility for iPod-related hearing loss

This study used a content analysis of Apple's lawsuit concerning hearing loss, exploring how for-profit organizations manage health-related crises when products are suspected of having a potentially devastating impact on consumers’ health. By integrating two major approaches in a crisis communication, this study found that severity of damage, locus of control, business size, and the external public's claim were major contingent factors generating the organization's responsibility for consumer health crises.     

The paracrisis: The challenges created by publicly managing crisis prevention

Social media is emerging as critical element of scanning for many crisis risks. When these crisis risks emerge online, people often confuse them with crises and that is why we have developed the term paracrisis. Para can mean “like” something. A paracrisis is like a crisis. It can “look like” a crisis and does require action from the organization. However, a paracrisis does not warrant convening the crisis team and operating in a crisis mode. This paper details the value of paracrises, how to evaluate their threat potential, and ways to respond to them and how to evaluate those responses.     

Unique crisis response strategies in sports public relations: Rugby league and the case for diversion

Sport is a unique ‘product’ in that most of its messages and images are conveyed through media coverage rather than through advertising or sales campaigns. While the coverage is usually positive, media interest becomes more problematic in high profile scandals which can be very damaging. In this paper, we propose that the culture of elite men's sport and its interdependence with mass media creates a situation in which sports public relations personnel have access to crisis communication strategies not previously specified in the existing literature. Based on textual analysis of media coverage of an Australasian men's rugby league salary cap scandal, we argue that, in certain situations, a sports organisation may draw upon a crisis response strategy that we term diversion in order to successfully limit the damage to the organisation's reputation. In particular, we suggest that the often intense ‘relationship’ that fans have with players may allow team sports to focus attention on players (and fans) as innocent victims with the result that negative publicity for the sport overall is reduced.     

Getting emotional: An emotion-cognition dual-factor model of crisis communication

The effect of emotional experience on cognitive processes is an under-explored phenomenon in crisis communication research, despite indications of the increasing importance of emotion-based communication in the digital era. Emerging evidence indicates that the emotional experiences of publics play a critical role during organizational crises and determine the degree to which organizations are able to successfully devise communications that help them deal with such crises. Yet no comprehensive, theoretically sound model exists for analyzing how emotions influence the cognitive processing of crisis information. Our study proposes just such a model, capable of describing how cognition and emotion, separately or interactively, influence the publics’ processing of crisis information and consequently their attitudes and behaviors. Our model describes how emotional variables determine whether the publics take a cognition-oriented approach or an emotion-oriented approach to information processing and subsequent formation of interpretations, evaluations, and judgments directed toward organizations. Moreover, our model explains how an emotion-to-cognition assessment of publics’ attitudes is possible and makes a case for how it is critical for predicting and influencing the publics’ behavior during organizational crises. The hope is that this model will aid practitioners and academics in understanding why the publics’ emotions matter during crisis communication as well as how to craft more effective communication strategies as a result. Finally, several avenues for future research are suggested in order to test the validity of our conceptual model in different contexts.     

Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less

While it may seem difficult to communicate in a meaningful manner with 140 characters or less, Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically it looks into the organizations utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.     

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.     

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.