This research aims to evaluate how organizations manage their reputations with publics through compounding crises. The research applies concepts of public relations and crisis management, including situational crisis communication theory and organization-public relationship management. The research investigates a case of compounding health crises at a prominent American University, and assesses how communication managers prioritized publics and issue response, coordinated their communication strategies, and revised their communication practices in the wake of the compounding crises. Interviews were conducted with the three public relations managers who managed the events, and analysis was conducted on the University’s published social media content and artifacts that were obtained from the interview participants. The research reveals that relationship-management theories were only adopted by one of the communication managers, and that the communicators had divergent ideas about which publics should be prioritized. The implications for compounding health crises communication management will be discussed.
Dias, Shawna and RW, Romy
"A Qualitative Inquiry into the Role of Communication in Reputation Management During Compounding Health Crises,"
Kaleidoscope: A Graduate Journal of Qualitative Communication Research: Vol. 21, Article 12.
Available at: https://opensiuc.lib.siu.edu/kaleidoscope/vol21/iss1/12