Watchful waiting: public relations strategies to minimize and manage a fake news crisis

IF 3.1 Q1 COMMUNICATION
Cheryl Ann Lambert, Michele E. Ewing, Toqa Hassan
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引用次数: 0

Abstract

Purpose

Fake news stories have become a central element of crises that corporate public relations practitioners have confronted. Whether such stories are rumors, outright lies or deliberate attempts to discredit corporations, they have the same impact and require specific strategies for public relations practitioners to effectively respond. The purpose of this study is to uncover strategies to manage crises that arise from fake news and if and how these strategies differ for other corporate crises.

Design/methodology/approach

In this multi-method study of 21 in-depth interviews and a 8-person focus group with senior-level corporate public relations practitioners, authors explored decision-making strategies for responding to fake news crises. Transcripts of interviews and the focus group were thematically analyzed.

Findings

Results reveal insights regarding how public relations practitioners determine if and when to respond to fake news crises in corporations; what response strategies public relations practitioners have the autonomy to employ for fake news crises in corporations, and how public relations practitioners control media narratives during fake news crises in corporations.

Practical implications

The findings guide public relations practitioners to craft an autonomous decision-making process and effective online listening strategies—establishing a watchful waiting approach—and determine if the fake news issue is a passing moment or movement swirling into a crisis.

Originality/value

Few studies have examined the perspectives of crisis communication experts about minimizing and managing fake news crises. The study identifies opportunities for future research focused on crises originating from fake news and disinformation.

警惕等待:最大限度减少和管理假新闻危机的公共关系策略
目的假新闻已经成为企业公共关系实践者所面对的危机的核心要素。无论这些新闻是谣言、彻头彻尾的谎言还是蓄意诋毁企业的企图,它们都会产生同样的影响,并要求公共关系实践者采取特定的策略来有效应对。本研究的目的是揭示管理假新闻危机的策略,以及这些策略在应对其他企业危机时是否有不同。研究结果揭示了公共关系实践者如何决定是否以及何时应对企业假新闻危机;公共关系实践者在应对企业假新闻危机时有哪些自主权;以及公共关系实践者如何在企业假新闻危机中控制媒体叙事。实践意义研究结果指导公共关系实践者制定自主决策流程和有效的在线倾听策略--建立一种警惕的等待方式--并确定假新闻问题是一时的热点还是演变成危机的动向。 原创性/价值很少有研究考察危机公关专家对于最小化和管理假新闻危机的观点。本研究为今后重点研究假新闻和虚假信息引发的危机提供了机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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