Focusing on the “Public” in Public Relations: The Importance of Person-Centered Messages (PCMs) in Crisis Communication on Twitter

Authors

  • Soo Kwang Oh Seaver College, Pepperdine University, Malibu, CA, USA Author
  • Kyung-Hyan Yoo Department of Communication, William Paterson University, Wayne, NJ, USA Author
  • Jennifer Owlett Department of Communication, William Paterson University, Wayne, NJ, USA Author

Keywords:

situational crisis communication theory, person-centered messages, social media, crisis communication

Abstract

Based on the theoretical frameworks of situational crisis communication theory (SCCT) and person-centered messages (PCMs), this interdisciplinary study conducted a 2 x 3 experiment to examine the role of PCMs in crisis management on social media. Our findings suggest that crisis type (victim, preventable) has an effect on people’s perceptions/reactions toward an organization and that PCM levels (low, medium, and high person-centered messages) in crisis communication on social media influence organizational reputation and participants’ intention to post negative feedback about the organization in crisis. We suggest that when organizations are responding to crisis online, they provide additional attention to the interpersonal dynamics of those interactions. Theoretical and practical implications are discussed.

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Published

2021-03-19

Issue

Section

Articles

How to Cite

Focusing on the “Public” in Public Relations: The Importance of Person-Centered Messages (PCMs) in Crisis Communication on Twitter. (2021). Journal of International Crisis and Risk Communication Research, 4(1). https://jicrcr.org/index.php/jicrcr/article/view/34

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