ISSN 0253-2778

CN 34-1054/N

open

The release of effective crisis statements during product-harm crises in China

  • The release of effective corporate statements in crisis communication was investigated. Based on 92 crisis statements released by companies in China between 2005 and 2012 during product-harm crises, two key parameters were studied: statement diffusion range and statement acceptability within news coverage. The results show that the approach taken (crisis statement releasing strategy) is more important than the content (instructing and adjusting information) in predicting diffusion range. Although the hypotheses regarding statement acceptability were rejected, nine key statement errors and omissions that result in negative comments from news media were identified. These can be used to guide practitioners to an error-free crisis statement. Additionally, regarding corporate characteristics, listing status and nationality do not influence the two parameters. Crisis type, however, shows an effect on statement diffusion range.
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