Examining a crisis communication void: The role of context to mitigate issues
Abstract
Purpose
The purpose of this paper is to examine the role of information context in crisis communication. Previous studies have examined the effectiveness of types of message strategies used during different periods of a crisis. The crisis presented in this case is unusual in that there were no crisis communication strategies used to mitigate it. There was a void where a crisis communication strategy should have been, allowing for critique of what happens when crisis communication is not proactive and strategic.
Design/methodology/approach
This is a case study of crisis response developed through participant observation and interviews with key informants, verified through quantitative content analysis of newspaper coverage.
Findings
The study found that when issues reported by the media are not tempered by explanation of context from the organization, increasingly negative media frames result, therefore elevating the salience of the issues and the perceived severity of the crisis. When issues are not proactively managed, people outside the organization begin to identify with the side of the issue presented in the media.
Practical implications
The study provides insights into effective crisis communication management by examining the importance of proactive communication for managing public opinion.
Originality/value
The paper describes what happens when proactive communication is not used during a crisis and therefore shows what happens in the absence of effective public relations, when the crisis response is no response at all.
Keywords
Citation
White, C. (2009), "Examining a crisis communication void: The role of context to mitigate issues", Journal of Communication Management, Vol. 13 No. 2, pp. 176-190. https://doi.org/10.1108/13632540910951777
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited