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Crisis communication effectiveness in the context of the relational perspective of public relations and Benoit's image repair strategies.

机译：在公共关系和Benoit的形象修复策略的关系视角下的危机沟通有效性。

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摘要

Public relations scholars are now defining public relations as relationship management. In doing so, scholars understand the vital importance of the maintenance and, in times of crisis, repair of relationships between organizations and their publics. This study investigates the effectiveness of crisis communication strategies, particularly in the context of organizational fraud. Crisis communication effectiveness is viewed in the context of the relationship history between an organization and one of its key publics---college-age consumers. This study adds to the growing body of scholarship in public relations as relationship management by placing the organization-public relationship at the center of efficient, effective, and ethical public relations. Respondents in this study were asked about their relationship history with two referent organizations---a credit card and a computer software company. Respondents were asked to consider whichever credit card company or software organization that they currently patronize. Relationship history was based largely on measures of key relational features identified by a number of scholars. Respondents were then classified as having negative or positive relationship histories with the organizations.; The second major part of the study involved an intervention and a post-test. The intervention entailed two organizations experiencing fraud crises (one in which a top-ranking executive has been indicted on fraud charges). Respondents were informed about the crisis and possible consequences of the fraudulent act. Next, respondents were informed that the organization had "responded" to the crisis. Respondents read 5 different news stories, each containing a different "image repair strategy," as proposed by Benoit. The post-test measured the same relational features in the context of the organizations' attempts to repair their image. Statistical analysis was completed to test for differences among a number of different variables and populations.; Some of the major findings suggest that those respondents with a positive relationship history perceived defensive strategies as more trustworthy and less damaging to organizational reputation. Respondents with a negative relationship history perceived defensive strategies as indicative of greater organizational responsibility for the crisis. Respondents with a positive relationship history reported a greater likelihood of discontinuing patronage regardless of the image repair strategy employed.
机译：公共关系学者现在将公共关系定义为关系管理。通过这样做，学者们了解了维持和在危机时期修复组织与公众之间关系的至关重要性。这项研究调查了危机沟通策略的有效性，尤其是在组织欺诈的情况下。危机沟通的有效性是根据组织与其主要公众之一（大学时代的消费者）之间的关系历史来考察的。通过将组织-公共关系置于有效，有效和合乎道德的公共关系的中心，这项研究增加了公共关系领域学术研究的增长。受访者被问及他们与两个推荐组织的关系历史，这两个组织是信用卡和计算机软件公司。要求受访者考虑他们目前光顾的信用卡公司或软件组织。关系历史主要基于对许多学者确定的关键关系特征的度量。然后，将受访者与这些组织有负面或正面的关系历史。该研究的第二个主要部分涉及干预和后测。干预导致两个组织遭受欺诈危机（其中一个组织的最高执行官已被指控犯有欺诈罪）。受访者被告知有关危机以及欺诈行为可能带来的后果。接下来，受访者被告知该组织已经对危机做出了“回应”。根据Benoit的建议，受访者阅读了5个不同的新闻报导，每个新闻报导包含不同的“图像修复策略”。在组织尝试修复其形象的背景下，测试后测得的关系特征相同。完成了统计分析，以检验许多不同变量和总体之间的差异。一些主要发现表明，具有良好关系历史的受访者认为防御策略更值得信赖，并且对组织声誉的损害较小。具有负面关系历史的受访者将防御策略视为对危机承担更大组织责任的指示。有正向关系历史的受访者表示，无论采用哪种图像修复策略，中止光顾的可能性都更大。

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  • 作者

    Caldiero, Christopher T.;

  • 作者单位

    Rutgers The State University of New Jersey - New Brunswick.;

  • 授予单位 Rutgers The State University of New Jersey - New Brunswick.;
  • 学科 Mass Communications.
  • 学位 Ph.D.
  • 年度 2006
  • 页码 187 p.
  • 总页数 187
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 传播理论;
  • 关键词

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