Effect Of Crisis Communication Strategy On Public Anger And Corporate Reputation

Public anger is the strongest emotion related to crisis responsibility among diverse emotions, the public anger emotions can influence public make crisis responsibility judgments, therefore how to select the appropriate response strategies to relieve public anger is crucial. Corporate reputation is a kind of property, protection of corporation resources is formed in behavior, intentionally or unintentionally, to the public, from corporate and the public interactive process, play an important role in the communication, so the damage analysis for corporate reputation crisis becomes more and more important.Domestie and foreign is also rare research about the crisis severity and the corporate reputation union, this article based on the Situational Crisis Communication Theory, adopts the situational experiment method. Study a medium with a response strategy (denied, evade responsibility, and corrective measures, reduce the offensiveness, apologies), crisis severity (not serious, serious) as the independent variable, the public anger and corporate reputation as the dependent variable, with5×2factorial design experiment. Gravity experiments to explore the organization and crisis response strategy to relieve public anger and promote the reputation of the corporate. In order to further explore apology response strategies on corporate reputation and was designed to examine the effects of public anger, two separate apology strategies to explore effect of the corporate reputation and public anger. Accept responsibility for the content to apologize (active accept responsibility, passive accept responsibility) and express sympathy (high expression of sympathy, low sympathy) as the independent variable, dependent variable with research one. With2x2factorial design experiment, combined to form4kinds of apology way. This research were measured after reading different experimental materials and compare the subjects’anger and organizational reputation.The results showed that:①The crisis is not serious corporate can select defensive response strategy,but when the crisis is serious must select adjust response strategies②Regardless of the crisis is serious and not serious adjust response strategies is better than the defensive response strategy on relieving public anger and promoting organizational reputation.③full apology is best way to relieve the public anger and promote organizational reputation.