Effects of Emotional Words in Crisis Communication Response Messages on an Organization's Trust, Perceived Credibility and Public's Behavior Intent

Public Relations practitioners continually seek optimal tools to help restore relationships with stakeholders following a crisis that erodes organizational image. A few studies have considered the insertion of emotional language in crisis communication response (CCR) but with some challenges to external validity. Persuasion research also suggests that emotional appeals can more effectively move an audience toward a change in attitude and behavior if certain emotion-driven expectations are met. Supported by premises in image restoration, situational crisis communication and attribution theories, the present study tested the effects of inserting emotional language in a CCR following a crisis in which the organization was considered likely at fault. Overall support for the use of CCRs was demonstrated, and the use of emotional language in changing audience trust and perceived credibility of the company was supported when the audience reported a strong emotional state of sadness without strong anger. Behavioral intention was also tested but not supported. Implications for PR practitioners and suggestions for future research are discussed.