Managing a health crisis on Facebook: : How the response strategies of apology, sympathy, and information influence public relations

• Autores: Marcia W. DiStaso, Michail Vafeiadis, Chelsea Amaral
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 41, Nº. 2, 2015, págs. 222-231
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2014.11.014
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• Resumen

  • Through an online survey with Internet users, this study evaluated the crisis response strategies communicated on Facebook and their impact on a hospital's reputation, credibility, as well as stakeholder trust and behavioral intentions. The findings indicate that public relations practitioners should avoid posting sympathetic Facebook posts during a health crisis since they might further damage the image of the affected organization. Conversely, undertaking a proactive approach by posting informative messages can prove more advantageous. The practical implications of the results are discussed.