how to analyze

communication

what is an organizationalcrisis?-anything that threatens an organization’s reputation*

*reputation: “aggregate evaluation stakeholders make about how well an organization is meeting stakeholder expectations” (Coombs 2007, 164)

your GOAL• create a research dossier • write a white paper.

you need…1. something to analyze (a case)2. an analytical frame or lens3. a technique for coding

Gather your crisis communication data.

1.

• Locate sources in popular digital media.

• Find a timeline of events, if you can (this will help you organize it by crisis stages).

Find a reliable way to keep track of your data.• Grab screenshots of images.• Cut out excerpts.• Code as you go?

Choose a lens or analytical framework for examining your crisis communication data.

2.

analytical lenses• Phases of crisis response (Varma)• Crisis Stage Analysis (Wahlberg)• Situational Crisis Communication Theory (Sisco,

Bowen & Zheng)• Stakeholder Theory (Martin & Boynton)

Lens 1: Phases of crisis response (described in Varma)

• Phase 1: denial, shifting of blame, evasion of responsibility

• Phase 2: bolstering and transcendence• Phase 3: negotiation

-useful for examining a crisis that involves individual/group behavior in the context of an institution.

Lens 2: Crisis Stage Analysis(described in Wahlberg)

-useful for examining a crisis that involves organizational missteps.

Lens 3: Situational Crisis Communication Theory (SCCT)(described in Sisco)

Organizations have 4 possible responses to a crisis:• Deny (attack, shift blame) – best for when the

organization was a victim in the situation.• Diminish (make excuses and justifications) – best

for when the situation was an accident.• Bolster (point out positives of organization)• Repair (apologize, compensate, take corrective

action) – best for when the situation was intentional or preventable.

-useful for comparing how an organization actually managed and should have managed its reputation during a crisis.

Connection between an organization’s history (reputation) and how stakeholders attribute responsibility in SCCT theory.

Lens 4: Stakeholder Theory (described in Martin & Boynton)

In a crisis, there are five best practices for an organization to communicate to its stakeholders:

• Prompt response• Truthfulness• Constant flow of information.• Concern for victims and those involved.• Choice of appropriate spokesperson.

Code your data.3.

CodingA system for classifying patterns or trends in texts.

We will use INDUCTIVE coding: codes (classifications) emerge from studying the data you’ve gathered.1.Look for themes and patterns as you read

texts.2.Code categories emerge from those themes

and patterns.

Code category: racism accusation.

Tips for Effective Coding• Use crisis stages from analytical framework to

control how much/what data you gather.• Choose representative examples, based on your

codes, to include in the dossier.• Create a graphic (charts or graphs) to visually

present your data.