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.     

How publics react to situational and renewing organizational responses across crises: Examining SCCT and DOR in social-mediated crises

The prevalence of social media among networked publics calls for more research regarding how organizations can conduct effective crisis communication on social networking sites. Based on the situational crisis communication theory (SCCT) and the discourse of renewal (DOR) theory, this study examined how social media publics’ sentiments were affected by situational and renewing organizational responses in various clusters of crises. Twitter data of six crises representing three crisis clusters varying in the responsibility attribution (i.e., ambiguous, accidental, and preventable) were collected. We conducted a content analysis on organizations’ official tweets during crises (N = 59) and sentiment analysis on publics’ replies on Twitter (N = 4,340). The results showed that publics’ positive sentiments toward organizations were affected by organizational crisis responses that included instructing information, sympathy, systemic organizational learning, and effective organizational rhetoric. We recommend that crisis managers express sympathy toward publics as well as organizational learning that prevents a crisis from happening again.     

Restoring a reputation: The Duke University lacrosse scandal

Duke University was thrust into a crisis situation when three members of its lacrosse team were indicted on charges of first-degree rape and sexual assault. As the story received extensive media coverage and while the prosecution and defense were making their legal arguments, the reputation of Duke University was called into question and it too was in need of appropriate public relations communication strategies. The purpose of this paper is to summarize the actions and public relations communication emanating from Duke in its attempt to frame the story and restore its reputation. Public relations theories that focus on image restoration as articulated by Benoit [Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: State University of New York Press; Benoit, W. L. (2000). Another visit to the theory of image restoration strategies. Communication Quarterly, 48(1), 40–44] and Coombs [Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the “appropriate” crisis response strategies. Management Communication Quarterly, 8, 447–476; Coombs, W. T. (2006). Crisis management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.). Public relations theory II (pp. 171–197). Mahwah, NJ: Lawrence Erlbaum Associates] as well as the concept of message framing are presented and used to analyze Duke's communication response. Studying the Duke case provides an example of an organization executing theoretical concepts in a practical situation.     

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.     

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.     

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.     

Image repair discourse and crisis communication

This article describes the theory of image restoration discourse as an approach for understanding corporate crisis situations. This theory can be used by practitioners to help design messages during crises and by critics or educators to critically evaluate messages produced during crises. I begin by describing and illustrating the basic concepts in this theory. Then, I offer suggestions for crisis communication based on this body of theory and research.William L. Benoit is Associate Professor of Communication, University of Missouri, Columbia, MO.     

Reinforcing and challenging whiteness through crisis communication: Proposing a discourse of community repair

This study explored how Syracuse University (SU) and #NotAgainSU, a student activist group, conceptualized and communicated about a crisis of racism on campus. We found that SU took a functionalist approach and positioned the student activists as the crisis, while #NotAgainSU focused more broadly on systemic racism as the crisis and called for specific institutional action in response to the larger crisis. Our analysis also revealed that SU forwarded whiteness ideology through their communication, while #NotAgainSU engaged in practices such as counter-storytelling to resist communication that (re)produced whiteness. We conclude by offering a discourse of community repair as a community centered approach to responding to crises of racism and other social issues.     

The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context

Although consumer skepticism about corporate social responsibility (CSR) is on the rise, research is sparse on the psychological dynamics of this skepticism, particularly when CSR communication serves as a company’s crisis response strategy. Employing two between-subjects design experiments, this study aims to fill this gap by looking at the role consumer CSR skepticism plays in consumer reactions to CSR communications in different types of crises. The study 1 results show that dispositional CSR skepticism did not moderate the effect of crisis type on attitudes and intentions when CSR was used as a post-crisis response strategy. The study 2 findings, however, indicated that situational CSR skepticism significantly mediated the impact of crisis type and CSR motives on purchase intentions only when the crisis stemmed from some accidental rather than preventable circumstance. Theoretical and practical implications are discussed.     

Restoring trust through transparency: Examining the effects of transparency strategies on police crisis communication in Mainland China

Employing a 2 (accepting crisis accountability vs denying crisis accountability) x 2 (high vs low information substantiality) x 2 (high vs low participation) online experiment (N = 293), this study examines how different transparency strategies influence public anger and trust in a Chinese police crisis context, offering insights on government social media crisis communication. In general, transparency is crucial for Chinese local governments, especially police agencies, in managing crises on social media. Reporting organizational crisis accountability, delivering sufficient and evidence-based messages, and enabling public discussion on social media are three transparency strategies that can help minimize public anger and rebuild public trust. Results suggest the positive effects of delivering messages in crisis situations by using transparency. Furthermore, the study points out that police organizations in China should consider the possibility of information overload and unexpectedly low overall expectations for government transparency among Chinese publics.     

Crisis collective memory making on social media: A case study of three Chinese crises on Weibo

Social media users collectively (re)construct narratives to create memories surrounding past crises. In this study, we connect the concept of collective memory with a public-oriented approach to crisis communication to examine how crisis response frames and collective memory narratives were displayed by different social actors (government, organizations, and publics) on one of China’s social media platforms, Weibo. Findings from a content analysis of 9238 unique posts on three national crises (the 2010 Yushu Earthquake, the 2015 Tianjin Explosions, and the 2018 Vaccine Scandal) reveal that Chinese publics tended to adopt social issue and blaming frames, while the government and organizations were more prone to using informing and corrective action frames. When recalling and reconstructing crisis memories, Chinese publics used more power and contestation narrative, while the government frequently adopted the nationalism narrative; with trauma being the predominant narrative displayed across the three crises and social actors. Crisis response frames of blaming, crediting, and corrective action were significantly associated with narratives of power and contestation, heroism, and nationalism, respectively. Theoretical implications for future research on crisis collective memory making on social media and suggestions for governmental crisis communication 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.     

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.     

Breaking bad news with CONSOLE: Toward a framework integrating medical protocols with crisis communication

This paper develops the CONSOLE (Coherence, Orientation, Nuance, Support, Ongoing, Leadership, Emotions) framework to guide practitioners on how to break bad news effectively to stakeholders during crises. Arguably the first study integrating well-established medical protocols such as SPIKES (Baile et al., 2000) and COMFORT (Villagran et al., 2010) with crisis communication literature, the CONSOLE framework is applied on four aviation crises to examine the manner in which organizations communicate bad news on social media platforms, which are increasingly used to communicate with stakeholders (Siah, Bansal & Pang, 2010). Data was obtained during the height of the crises (Vasterman, 2005) from official Twitter and Facebook pages of Malaysia Airlines, AirAsia and Asiana Airlines. Findings showed that the airlines’ communication of bad news to stakeholders suffer from emotional deficit. Practitioners can use the CONSOLE framework to break bad news in a holistic and empathetic manner during crises.     

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.     

How publics’ active and passive communicative behaviors affect their tornado responses: An integration of STOPS and SMCC

During imminent threat crises, such as natural disasters, publics have minutes to decide how to respond after receiving a warning. This study advances understanding of publics’ crisis communicative and noncommunicative behaviors in the context of tornadoes through combining and extending two theories: the social-mediated crisis communication (SMCC) model and the situational theory of problem solving (STOPS). Findings from a survey of Southeast U.S. residents (n = 1,585) indicate that STOPS is internally consistent and accurate at measuring its intended outcomes of communicative action in problem solving. However, the STOPS measures do not have a significant relationship with the desirable outcome for imminent threat crisis communication: individuals following government’s protective action guidance about tornadoes. In comparison, the expanded SMCC model predicts individuals’ self-reported compliance. Finally, variables from the SMCC model and tornado-specific variables were integrated into the STOPS model to explain individuals’ communicative engagement. Implications for theory and public relations practice are discussed.     

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.     

Internal crisis communication strategies: Contingency factors determining an accommodative approach

Given the special relationship with employees, organizations should pay great attention to internal communication during crises. Drawing from the Contingency Theory of Conflict Management and the perspective of employees as active participants in crisis communication, this study proposes a “Contingency Theory of Internal Crisis Communication”. The study identifies and operationalizes three accommodative internal communication strategies: to create a sense of security, to sustain a sense of belonging and to activate employees as allies of the organization. Furthermore, it tests four contingency factors that influence the adoption of an accommodative approach in the context of the Covid-19 health crisis. Findings show the high relevance of the risk of decreased employee engagement, and the risk of employee health and safety; and a weaker relevance of the risk of reputational damage to the organization in the eyes of employees. The relevance of the risk of economic damage is not confirmed.     

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.     

Emotional crisis communication

Organizational crises are usually highly emotional experiences for both organizations and stakeholders. Hence, crisis situations often result in emotionally charged communication between the two parties. Despite the attention of organizations and scholars to the emotions of stakeholders during crises, little is known about the effects of the emotions communicated by organizations on corporate reputations. Through the use of vignettes, this experiment reveals that besides crisis-response strategy (diminish vs. rebuild), the communicated emotion (i.e., shame and regret) has a positive effect on corporate reputation. Mediation analyses showed that this effect of communicated emotion could be explained by the public's (negative) affective as well as cognitive responses (i.e., account acceptance). This study confirms that emotional signals embedded in crisis responses may affect corporate reputations by reducing feelings of anger and by increasing the acceptance of the organizational message. In doing so, this study provides a starting point for further exploration of the effectiveness of other emotions in crisis communication.