Beyond reputational and financial damage: Examining emotional and religious harm in a post-crisis case study of Hillsong Church |
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Affiliation: | 1. Clemson University, Department of Communication, 108 Strode Tower, 121 Delta Epsilon Ct Clemson, SC 29634, USA;2. University of Alabama, Department of Advertising and Public Relations, 412 Reese Phifer Hall, 901 University Blvd Tuscaloosa, AL 35401, USA |
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Abstract: | 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. |
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Keywords: | Crisis communication Religious organizations Situational crisis communication theory Discourse of renewal Moral crisis |
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