On-line Strategic Crisis Communication: In Search of a Descriptive Model Approach

This study presents a descriptive model approach (“additional one-way channel,” “platform and hub,” “palpus,” “networks,” “action-nets”) for the understanding and practice of strategic, on-line crisis communication. The proposed models rely on various theoretical approaches such as Gilpin and Murphy's (2006, 2008, 2010 Gilpin, D. R. and Murphy, P. J. 2010. “Complexity and crises: A new paradigm”. In The handbook of Crisis Communication, Edited by: Coombs, W. T and Holladay, S. J. 683–690. Oxford: Wiley-Blackwell. [Crossref] , [Google Scholar]) and Czarniawska's (2009) theories of “classical” and “new” paradigms for the understanding and practice of crisis management and crisis communication in general. This study's empirical material, on which the models are based and by which they are illustrated, comprises a series of in-depth interviews conducted between 2005 and 2011 with 24 Swedish strategic communication practitioners, who are experienced in the field of on-line crisis communication. Based on the study's results and the identified models, it is apparent that strategic on-line crisis communication is about more than just building relationships with external audiences and practicing issue management in times of crises. Therefore, this study highlights today's and tomorrow's interweaving of different logics and practices of strategic on-line crisis communication.