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首页> 外文期刊>Corporate communications >Safeguarding reputation through strategic, integrated and situational crisis communication management: Development of the integrative model of crisis communication
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Safeguarding reputation through strategic, integrated and situational crisis communication management: Development of the integrative model of crisis communication

机译：通过战略，整合和情景危机沟通管理来维护声誉：危机沟通整合模型的开发

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Purpose - The purpose of this paper is to address the often missing theoretical foundation of crisis communication from an integrated perspective on the micro, meso and macro level. Based on the theory of structuration, a systematic, integrative framework is developed for safeguarding organizational legitimization and multidimensional reputation through communication during crisis situations which is applicable both for profit and non-profit organizations. Design/methodology/approach - Gidden's theory of structuration was chosen as a basis to develop the integrative model of crisis communication that proposes a communicative impact on reputation on a situative level of message strategies (micro level), an organizational level (mesoievel) and a societal level (macro level). A well-organized crisis communication management on all of these levels is seen as the key communicative driver to safeguard long-term organizational reputation. Findings - The paper shows that successful crisis communication management must be conceptualized and addressed on distinctive levels of complexity. While on a message level (situative crisis communication) it creates meaning, crisis communication must be seen as management task on an organizational level (integrative crisis communication). However, in order to fully safeguard reputation in the long term and trustworthiness in the short term, crisis communication has also a societal component when addressing moral standards and norms (strategic crisis communication). Research limitations/implications - The paper is a conceptual contribution which build the basis of a follow-up empirical, experimental study where the proposed model is successfully tested. Practical implications - For PR managers, this paper gives reasons to conceptualize crisis communication management, not only on a message strategy level, but also to take into consideration the organizational and societal levels. Originality/value - The paper stands in line with the theoretical discourse of organizational crisis communication. So far, few approaches conceptualize organizational crisis communication thoroughly on an integrated level of different perspectives so that the paper provides an important input, pushing the discussion forward.
机译：目的-本文的目的是从微观，中观和宏观的角度来解决危机通讯中经常缺少的理论基础。基于结构化理论，开发了一个系统的，集成的框架，通过在危机情况下的沟通来维护组织的合法性和多维声誉，这对于营利组织和非营利组织均适用。设计/方法论/方法-选择吉登的结构化理论作为开发危机沟通综合模型的基础，该模型提出了在信息策略的前提水平（微观层面），组织层面（mesoievel）和声誉层面对声誉的沟通影响社会层面（宏观层面）。在所有这些级别上井井有条的危机沟通管理被视为维护长期组织声誉的关键沟通驱动力。调查结果-本文表明，成功的危机沟通管理必须在独特的复杂性水平上加以概念化和解决。虽然在消息级别（情景危机沟通）它创造了意义，但必须将危机沟通视为组织级别的管理任务（集成危机沟通）。但是，为了在长期内充分维护声誉，在短期内充分维护信誉，在解决道德标准和规范（战略危机沟通）时，危机沟通也具有社会性。研究的局限性/意义-本文是一项概念性的贡献，为后续的经验性，实验性研究奠定了基础，在该研究中，所提出的模型得到了成功的测试。实际意义-对于PR经理，本文不仅在消息策略层面上，而且在组织和社会层面上，都提出了将危机沟通管理概念化的理由。原创性/价值-该论文与组织危机沟通的理论论述一致。到目前为止，很少有方法在不同角度的综合层面上彻底地概念化组织危机沟通，因此本文提供了重要的投入，推动了讨论的进行。

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