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.
Ollinger, Michael (author), Bovay, John (author), Hrdicka, Megan (author), and Wilkus, James (author)
Format:
Paper
Publication Date:
2015-07-27
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: D06578
Notes:
Paper presented at the Agricultural and Applied Economics>2015 AAEA and WAEA joint annual meeting, San Francisco, California, July 26-28, 2015., 24 pages.
6pgs, Small producers won’t have the testing and control tools available to chicken-industry giants, some farmers say. That could give big producers one more advantage in a market where they already exercise a lot of control.
