Frederieke schultz

5 important questions on Frederieke schultz

Victim cluster of crisis

The organization is the victim of the crisis (natural disasters, rumor, etc.)

Accidental cluster of crisis

Unintentional organization actions led to the crisis (Challenges, technical error accidents, etc.)

Preventable cluster of crisis

Organization knowingly placed people at risk, took inappropriate action or violated a law/regulation. (Human error, product harms, organizational misdeed)
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Findings of crisis research

Medium matters more than message and crisis type:
  • Secondary crisis communication and reaction (boycots etc) are highest with newspaper and lowers with social media.
  • Reputation of organization is highest with facebook, followed by twitter/blog
No significant effects (differences) of crises type
Messages effects only crisis reaction. > information in less reaction then apology or sympathy

Media use matters: twitter users like sharing information. 

Findings of crisis (follow up study, emotions)

Emotions mediate the effects!
  • intentional (avoidable) crises evoke more anger than victim crises.
  • Reputation is affected by anger and sympathy
Credibility:
  • news papers more credible than facebook and twitter
  • Credibility increased secondary crisis communication and reactions

The question on the page originate from the summary of the following study material:

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