Proposal Defense: Louis Tomsic, "Determining the effectiveness of crisis response strategies for communication while blogging to minimize crisis effects (4/17/2009)

CIS Program Proposal Defense: 

Abstract: In contrast to traditional media of communication such as TV, radio and newspapers, blogging is a form of computer-mediated communication that provides the public with an interactive experience and the ability to view history for issues that are important to them. This study investigates how public relations practitioners can use blogging as a tool to minimize damage to the reputation and performance of their organization in times of crises. J. Grunig (1992, 1997) suggests that active publics through their communications with others are more of a threat to an organization’s reputation than non-active publics. This study identifies active publics by using Hallahan’s (2001) five-publics model to categorize the participants into active, aroused, aware, inactive and non-publics. Active publics are those who are likely to demonstrate high knowledge and high involvement for the given crisis. Furthermore, Coombs and Holladay’s (2002; Coombs 2006; Coombs 2007) situational crisis communication theory suggests that the effects of a crisis can be minimized by formulating an appropriate response to the public following a crisis. Responses include information-only, sympathy, apology and compensation. A control group will receive no crisis response. Following the crisis responses, this study will measure perceived organizational reputation, anger, negative word of mouth and account acceptance from the perspective of the segmented publics.