Title

Communicating with Key Publics in Crisis Communication: The Synthetic Approach to the Public Segmentation in CAPS (Communicative Action in Problem Solving)

Document Type

Article

Language

English

Publication Date

6-2016

Publisher

Wiley

Source Publication

Journal of Contingencies and Crisis Management

Source ISSN

0966-0879

Abstract

The purpose of this study is to identify and understand key publics and their communication behaviours in crisis communication, using the public segmentation framework which has been rarely used in crisis communication. In doing so, the study quantitatively tests a new theoretical framework of Communicative Action in Problem Solving, classifying eight types of aware and active publics. Through the new framework of public segmentation, the survey results from 1,113 participants substantiate eight types of active and aware publics, as well as their communicative characteristics in a crisis situation. The study finds that the aware and active publics are, as the key publics, more likely to have negative behavioural intentions toward an organization. Theoretical and practical implications are discussed.

Comments

Journal of Contingencies and Crisis Management, Vol. 24, No. 2 (June 2016): 82-94. DOI.