This study examined an organizations’ crisis communication strategy (i.e., crisis response strategy and technical translation strategy) on social media and publics’ cognitive and affective responses. Twenty crisis communication messages posted by Foster Farms regarding a salmonella outbreak and 349 public responses were analyzed. The results showed that a technical translation strategy generated more public acceptances of message and more positive emotions than a crisis response strategy. A crisis response strategy generated more public rejections of message and more negative emotions than a technical translation strategy.
Lawson, Laura (author), Drake, Luke (author), and Fitzgerald, Nurgul (author)
Format:
Book chapter
Publication Date:
2016
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08843
Notes:
Pages 141-158 in Dawson, Julie C. and Morales, Alfonso (eds.), Cities of farmers: urban agricultural practices and processes. United States: University of Iowa Press, Iowa City. 333 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08844
Notes:
Pages 159-176 in Dawson, Julie C. and Morales, Alfonso (eds.), Cities of farmers: urban agricultural practices and processes. United States: University of Iowa Press, Iowa City. 333 pages.
