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.
Estes, Stuart (author), Edgar, Leslie D. (author), Johnson, Donald M. (author), Christensen, Karen (author), and Goodwin, H.L. (author)
Format:
Conference paper
Publication Date:
2016-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08131
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS), in San Antonio, Texas, February 7-8, 2016. 25 pages.
