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PP 264
Analyzing Audiovisual Crisis Communication: The Impact of Situational Factors on the Occurrence of Verbal and Nonverbal Cues
A. De Waele
1
, A.S. Claeys
1
, E. Koppen
1
1
KU Leuven, Institute for Media Studies, Leuven, Belgium
Audiovisual media are increasingly important for crisis communication, and convey not only verbal cues (e.g., crisis response strategy), but also nonverbal
cues (e.g., gaze aversion) (Coombs & Holladay, 2009). Crisis communication research has mainly focused on verbal cues, and more specifically on the impact
of crisis response strategies on post-crisis reputation (Avery et al., 2010). The most known theory is Situational Crisis Communication Theory, which advises
that the use of crisis response strategies should be determined by situational factors, such as the crisis type (Coombs, 2007). Guidelines about the use
of nonverbal cues in crisis communication, however, are almost nonexistent. Nevertheless, social psychological research shows that nonverbal cues affect
the perceived dominance and credibility of a speaker (e.g., Reinhard & Sporer, 2008), which are important factors in crisis communication as well. In order
to thoroughly examine the impact of both verbal and nonverbal cues in crisis communication research, it is important to first examine which cues are actu‑
ally conveyed through audiovisual crisis communication, and if the use of those cues is influenced by situational factors. Therefore, a quantitative content
analysis of audiovisual crisis communication messages was conducted (N=160). A sample of crisis communication videos was retrieved from case studies
described in prior research, a systematic search of past crisis events described in Flemish newspapers, and a convenience sample of well-known crises.
The videos were coded for verbal cues (e.g., crisis response strategy), nonverbal cues (e.g., pauses), and situational factors (e.g., crisis type). First, the results
showed that adjusting information, bolstering strategies, and diminish strategies were the most frequently used crisis response strategies from SCCT. Also,
there was a significant correlation between primary crisis response strategies and the crisis type that showed that practitioners follow guidelines from SCCT
that suggest that primary crisis response strategies should be matched to the crisis type. Second, the results showed the occurrence of certain nonverbal
cues that affect perceived credibility and dominance (i.e., speech errors, speech hesitations, pauses, posture shifts, and gaze aversion).Thus, further research
should examine the impact of those cues in the context of crisis communication. However, the occurrence of those cues strongly depended on the medium
(i.e., press conference, corporate video or interview). This means that choosing a medium for crisis communication affects the occurrence of nonverbal
cues, which could affect the perception of the organization by the audience. References: Avery, E.J., Lariscy, R.W., Kim, S., & Hocke, T. (2010). A quantitative
review of crisis communication research in public relations from 1991 to 2009. Public Relations Review, 36(2), 190–192. Coombs, W.T. (2007). Protecting
organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3),
163–176. Coombs, W.T., & Holladay, S.J. (2009). Further explorations of post-crisis communication: Effects of media and response strategies on perceptions
and intentions. Public Relations Review, 35(1), 1–6. Reinhard, M.A., & Sporer, S.L. (2008). Verbal and nonverbal behavior as a basis for credibility attribu‑
tion: The impact of task involvement and cognitive capacity. Journal of Experimental Social Psychology, 44(3), 477–488.
PP 265
Corporate Responses to Journalistic Interview Requests on Critical Issues – An Experimental Study
T. Koch
1
, S. Himmelreich
1
, B. Viererbl
1
, N. Denner
1
1
University of Mainz, Department of Communication Studies, Mainz, Germany
Negative media coverage can be seen as a reputational threat for organizations. Journalistic requests for a statement concerning critical aspects of a compa‑
ny have the character of a corporate issue, defined as a controversial inconsistency based on stakeholder expectations that imply potential negative effects
on an organization, such as reputation damage or even a corporate crisis (Wartick, Mahon 1994). In accordance with a pro-active issues management, it is
important for organizations to know how to react on journalistic requests on critical issues. This concerns content of responses as well as the form of pre‑
sentation. Giving a corporate statement bears the opportunity, to influence a critical issue, and to protect corporate reputation. The present study aims
to answer the overarching question, how different response strategies and forms of presentation (written vs. spokesperson) in TV-statements influence
the perception of the company. As a theoretical background, we draw on approaches of crisis communication research (e.g. Coombs 2007) and findings
on the perception of visual and verbal information (e.g. Maurer 2009). The Situational Crisis Communication Theory by Coombs is a theoretical framework,
which offers several response strategies depending on crisis attribution of the organizations stakeholder. Although a journalistic request on a critical issue is
not necessarily a crisis, it implies a crisis potential. At the same time, findings on the effects of presentation style show a bigger impact of visual information
on the perception and judgement of recipients about protagonists compared to verbal information. To test the impact of different response-strategies and
the form of presentation on the attitude twoards the company, we conducted an online experiment. We employed a 2 (statement: spokesperson/ written)
x 3 (primary-response-strategy: attack-the-accuser/ justification/ apology) x 2 (secondary-response-strategy: reminder/ no reminder) design. Participants
viewed a TV-report about a baby food manufacturer that investigated the problematic issue of heightened sugar levels in baby food. Participants (N=588)
were recruited via an online-panel (age range 15 to 72, M = 35.69, SD = 15.38, 55% female). Results show a significant main effect on the affective atti‑
tude depending on the form of presentation (F(1, 576) = 4,92, p=.03), indicating that the appearance of a spokesperson leads to a more positive affective
attitude compared to a written statement of the company. Furthermore results reveal a significant main effect for the primary-response-strategies on
a) the cognitive (F(2, 576) = 2,98, p=.05) and b) affective attitude (F(2, 576) = 8,36 , p<.001) and on c) the appraisal of the communication behavior
(F(2, 576) = 5,86 , p=.003). Our results thus underline that using a justification-strategy leads to a more positive cognitive and affective attitude towards
the company and to a more positive appraisal of communication behavior compared to the strategies attack-the-accuser and apology. At the same time,
results show a significant main effect of the secondary-response strategy on the conative attitude (F(1, 576) = 7,64 , p=.006), indicating that using a re‑
minder-strategy leads to a more positive conative attitude than not using it.