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

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)222-231
Number of pages10
JournalPublic Relations Review
Volume41
Issue number2
DOIs
StatePublished - Jun 2015

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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