How to Analyze Crisis Communication
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Transcript of How to Analyze Crisis Communication
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how to analyze
communication
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what is an organizationalcrisis?-anything that threatens an organization’s reputation*
*reputation: “aggregate evaluation stakeholders make about how well an organization is meeting stakeholder expectations” (Coombs 2007, 164)
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your GOAL• create a research dossier • write a white paper.
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you need…1. something to analyze (a case)2. an analytical frame or lens3. a technique for coding
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Gather your crisis communication data.
1.
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• Locate sources in popular digital media.
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• Find a timeline of events, if you can (this will help you organize it by crisis stages).
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Find a reliable way to keep track of your data.• Grab screenshots of images.• Cut out excerpts.• Code as you go?
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Choose a lens or analytical framework for examining your crisis communication data.
2.
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analytical lenses• Phases of crisis response (Varma)• Crisis Stage Analysis (Wahlberg)• Situational Crisis Communication Theory (Sisco,
Bowen & Zheng)• Stakeholder Theory (Martin & Boynton)
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Lens 1: Phases of crisis response (described in Varma)
• Phase 1: denial, shifting of blame, evasion of responsibility
• Phase 2: bolstering and transcendence• Phase 3: negotiation
-useful for examining a crisis that involves individual/group behavior in the context of an institution.
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Lens 2: Crisis Stage Analysis(described in Wahlberg)
-useful for examining a crisis that involves organizational missteps.
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Lens 3: Situational Crisis Communication Theory (SCCT)(described in Sisco)
Organizations have 4 possible responses to a crisis:• Deny (attack, shift blame) – best for when the
organization was a victim in the situation.• Diminish (make excuses and justifications) – best
for when the situation was an accident.• Bolster (point out positives of organization)• Repair (apologize, compensate, take corrective
action) – best for when the situation was intentional or preventable.
-useful for comparing how an organization actually managed and should have managed its reputation during a crisis.
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Connection between an organization’s history (reputation) and how stakeholders attribute responsibility in SCCT theory.
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Lens 4: Stakeholder Theory (described in Martin & Boynton)
In a crisis, there are five best practices for an organization to communicate to its stakeholders:
• Prompt response• Truthfulness• Constant flow of information.• Concern for victims and those involved.• Choice of appropriate spokesperson.
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Code your data.3.
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CodingA system for classifying patterns or trends in texts.
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We will use INDUCTIVE coding: codes (classifications) emerge from studying the data you’ve gathered.1.Look for themes and patterns as you read
texts.2.Code categories emerge from those themes
and patterns.
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Code category: racism accusation.
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Tips for Effective Coding• Use crisis stages from analytical framework to
control how much/what data you gather.• Choose representative examples, based on your
codes, to include in the dossier.• Create a graphic (charts or graphs) to visually
present your data.