The effect of issue obtrusiveness,issue congruence,and response strategies on the acceptance of crisis communication messages |
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| Authors: | Heewon Cha Jee Won Suh |
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| Institution: | Department of Communication and Media, Ewha Womans University, Seoul, Republic of Korea |
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| Abstract: | Based on issue ownership theory, this study identifies the effects of issue obtrusiveness, issue congruence, and crisis response strategies on the level of acceptance of crisis communication messages employing 2 × 2 × 3 (issue obtrusiveness × issue congruence × response strategies: scapegoat, justification, reminder) experimental research. Two large Korean business groups (Hyundai and SK) were selected. There was a main effect in crisis response strategies and a three-way interaction effect. A crisis communication message was effective when a corporation owns congruent and unobtrusive issues. Implications for public relations research and practices were discussed. |
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| Keywords: | issue ownership issue congruence issue obtrusiveness crisis communication crisis response strategy public relations |
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