Search

When firms face crisis, the instant and open channels of social media communication create a double-edged sword. While corporations can more quickly communicate with stakeholders, any missteps will have drastic and nearly immediate repercussions. What are the relationships among social media, subjective norms, attitudes, and intentions during corporate crisis? We explore this phenomenon via a study of a crisis faced by Lowe's, an international home improvement store, and how current and potential customers reacted. By utilizing a structural equations model to examine an integrated model of multiple constructs, we find that Facebook usage is associated with behavioral intent, perceptions of ethicality, and attitudes toward the organization. Counter intuitively, we find that an increase in participant Facebook usage is negatively related to felt subjective norms. Our findings indicate that beyond the traditional relationships examined by the Theory of Reasoned Action (e.g., norms, attitudes, and behavioral intent), that social media and subjective norms have a strong relationship with general attitudes and ethical attitudes toward an organization. [ABSTRACT FROM AUTHOR]

Quantitative content analysis was used to examine social media responses to the BBC's announcement of the first female Doctor in the science-fiction show Doctor Who. Tweets reacting to the BBC's framing of the decision (N = 2,971) were coded for mentions of representation, impact on the character, political correctness, feminism, impact on ratings, and impact on younger generations. Results indicated that audience responses did not reflect the BBC's framing but were generally supportive of the casting choice. Explanations for the lack of correspondence between the BBC and responses are explored. [ABSTRACT FROM AUTHOR]

The University of North Alabama (UNA) was accused of negligence in the handling of a student's allegation of sexual assault by a professor. The initial university response prompted backlash from students, alumni, and the community. A more conciliatory response followed, and the UNA president spoke of the case during his annual address. These three responses, prompted by stakeholder critique, provided a unique opportunity to extend theory by analyzing how dialectical tensions and stakeholder responses affect organizational strategic decision-making in image reparation efforts. [ABSTRACT FROM AUTHOR]

While data, digital analytics, and technology have the possibility of further elevating public relations to a strategic function, many communicators cite barriers, including that many on their teams lack digital data and analytics competency. Researchers interviewed 28 senior-level communicators who have experience working with digital data and analytics. The study sought to examine how communicators are adapting to and leading teams in this data revolution by exploring two primary research questions: (1) What are the perceived opportunities and challenges with digital data and analytics? and (2) How can communicators create an environment to encourage discovery and innovation connected to digital data and analytics? Participants described the challenges of managing vast data streams and alignment, staying current with digital trends and technology, and dealing with the shortcoming of AI tools and algorithms. When asked about opportunities, participants described how communicators are uniquely positioned to align data and analytics efforts to help them understand audiences, foster mutually beneficial relationships with publics, and share stories with these publics and senior counsel that contribute to organizational objectives. Participants said they develop data competency among their communication teams by fostering a creative and curious culture, creating diverse teams, and championing employees. In summary, this study expands understanding of how communicators can evolve and lead in an increasingly data-driven world. [ABSTRACT FROM AUTHOR]