predictability:  The Missing Variable in Public Relations Cover Image

predictability: The Missing Variable in Public Relations
predictability: The Missing Variable in Public Relations

Author(s): Douglas Wilbur
Subject(s): Theory of Communication, Methodology and research technology, Management and complex organizations
Published by: Editura Comunicare.ro
Keywords: public relations; predictability; crisis management; situational crisis communication theory;

Summary/Abstract: This study offers an initial and exploratory examination of the role that the variable of predictability plays in crisis management. Leveraging the situational crisis communication theory, it employed two separate but inter-related experiments. They examined how manipulations of the level of crisis predictability impacted a number of crucial variables important for crisis response. The findings strongly indicate that when a crisis is framed as having been predictable, it results in a host of negative con-sequences for the involved organizations and complicates the recovery process. When a crisis is framed as having been unpredictable, it results in positive benefits for the organizations involved. This study provides justification for future research exploring the role of predictability during a crisis.

  • Issue Year: 25/2023
  • Issue No: 1
  • Page Range: 51-67
  • Page Count: 17
  • Language: English
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