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

Marcia W. DiStaso, Michail Vafeiadis, Chelsea Amaral

• 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.