ABSTRACT

Drawing from image repair theory and situational crisis communication theory, this study advances crisis communication theory by analyzing nearly 800 public relations professionals’ perceptions of 15 image repair strategies. A national sample of US public relations professionals evaluated communication strategies for their effectiveness and preference for use in three crisis scenarios (accidents, product safety, and illegal activity). Compensation, corrective action, and mortification were the most highly ranked crisis response strategies, regardless of attribution of organizational responsibility or culpability, across 3 different types of accidental and preventable crises. This hierarchical consistency suggests that using communication strategies for maintaining and strengthening an organization’s relationships with its publics may be the best protection for sustaining and repairing positive reputation long-term.

摘要

本研究从图像修复理论和情境危机传播理论的角度出发，通过分析近800位公共关系专业人士对15种图像修复策略的看法，来推进危机传播理论。美国国家公共关系专业人员的全国样本评估了沟通策略的有效性和在三种危机情况（事故，产品安全和非法活动）中的使用偏好。在3种不同类型的意外和可预防的危机中，薪酬，纠正措施和摊销是最高级的危机应对策略，无论是组织责任的归属还是责任感。