A conceptual model of crisis communication with the media: a case study of the financial sector

Abstract

Crisis communication has emerged as a specialised study field for public relations scholars and practitioners in the past 17 years. It is suggested that several gaps in current crisis communication literature exist. A notable focus has been given to the planning, prevention and recovery stages with lesser attention placed on the crisis response stage. A comprehensive conceptual framework to guide communication decision-makers during this critical period has not yet been developed. In addition, crisis communication studies appear to be predominantly Western based.

This qualitative study attempts to address these gaps. The focus is on the crisis response stage, with particular emphasis on communication with the journalists who work for media organisations. It is acknowledged that the success of a crisis management effort is profoundly affected by what an organisation says and does during a crisis - termed the crisis response (Benoit 1997; Coombs 2004). Literature and data drawn from South African case studies is translated into a conceptual framework which acknowledges the importance of context, flexibility and constant feedback/monitoring of the environment on crisis communications.

The findings of this qualitative study are in line with the current post-modern organisational values that are increasingly emphasised in national and international literature. The study especially makes a unique contribution by applying these values to a conceptual model of communication between the organisation and the media during times of crisis.

The model is designed to assist an organisation to protect its image during a crisis in the following ways: * Convince the media that there is no crisis (in the case of unfounded rumours); * Encourage them to view the crisis in a less negative light by acknowledging the organisation's interpretation of events. * Influence the media to see the organisation more positively through the effective management of the crisis.