This section of the article examines paracrises/social media crises in more detail to uncover where the true grey areas are for this crisis topic. The paper culminates by explaining how social media crisis has been refined and replaced by the term paracrisis. Social media is the driving force in the bleeding edge of crisis communication. Bleeding edge is a technological term that indicates something has a high risk of being unreliable because it has not been fully tested. The article’s second area explores the bleeding edge of crisis communication research and the potential implications for the practice. By focusing on the lines of research that are producing consistent evidence, the article classifies crisis into three basic frameworks for crisis managers: (1) timing, being the first to report the crisis is beneficial to the organization (2) victim focus, emphasizing the victim in public crisis messages, and (3) misinformation, the need to aggressively fight inaccurate information. The first area of this article specifies the evidence that has emerged within the realm of crisis communication research. Operational crises typically create some threat to public safety and/or stakeholder welfare while reputational crises are far less likely to produce the same level of public safety or stakeholder welfare concerns generated by an operational crisis. The majority of crises can be categorized as reputational or operational. The goal of the article is to highlight what researchers have found to be the most successful crisis communications practices. Crisis communication is an applied field that seeks to provide guidance for crisis managers in an attempt to limit the harm that crisis can inflict on stakeholders and the organization. This article summarizes the strongest evidence that has emerged from crisis communication research, a rapidly evolving practice area of scholarly research. The bleeding edge of crisis communication is driven by the crisis communicators who are faced with changing concerns such as the role of social media channels in crisis communication. It also identifies the bleeding edge of crisis communication research and the tentative findings that are emerging from it. The article provides guidance for crisis communicators by pointing out what researchers have found to be the most effective crisis communication practices. Timothy Coombs of the University of Central Florida provides guidance for crisis communicators by describing what researchers have found to be the most effective crisis communication practices, including contemporary concerns such as the role played by social media.ĭownload PDF: State of Crisis Communication: Evidence and the Bleeding EdgeĪbstract: This article attempts to summarize the strongest evidence that has emerged from crisis communication research, a rapidly evolving practice area of scholarly research.
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