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The importance of authenticity in organizational crisis communication via social media

Boekbijdrage - Hoofdstuk

Organizations in crisis increasingly turn to social media to address stakeholders directly. Tweeting about an ongoing crisis or posting a corporate video in which a CEO responds to events can make an organization appear authentic. At the same time, however, there are several triggers that may raise questions regarding authenticity when social media is the organization's chosen channel for crisis communication. Stakeholders may question the source behind the CEO's social media profile or behind specific messages. Was an expression of empathy or remorse actually written by the executive? Or, was it written or vetted by a public relations (PR) professional? Stakeholders will also judge the authenticity of the overall response by assessing the degree to which it corresponds with the organization's values and beliefs, in addition to its consistency with other organizational messages. Finally, the manner in which that crisis response is communicated will be judged in terms of the genuineness of expressed emotions and the spontaneity of delivery. With this book chapter we give an overview of literature on authenticity, the implications for verbal and nonverbal crisis communication via social media, and suggestions for further research.
Boek: Social media and crisis communication
Edition: 2
Pagina's: 106 - 116
ISBN:9781003043409
Jaar van publicatie:2022
Toegankelijkheid:Closed