The Effect Of The Organizational Crisis Communication On Public Anger

Repeated outbreaks of brand crisis cause a growing emphasis on research in crisis communication. Public anger is an important indicator of the negative impact of the crisis of public evaluation. Organizational crisis communication strategies are very important in easing public anger.A study of communication theory in crisis scenario (Scenario Crisis Communication Theory) is the theoretical basis to brand reputation (high and low), organizational response strategies (denial, apologies), crisis type (human error, organized crime) as independent variables. The public anger as the dependent variable, using2×2×2experimental design was among the attempts. From the perspective of the public brand relations, visit the corporate brand reputation, crisis type, corporate strategies to respond to the impact on the public anger after the crisis.The results showed that①Types of crisis when the crisis of organized crime, the two differences in the response strategy anger was not significant; crisis type of human error crisis, differences in the two types of response strategies significantly anger, anger apology strategy is below denied②When a high brand reputation, two strategies to respond to differences in anger was not significant; brand reputation is low, the difference in the two response strategies significantly anger, anger above the anger on the denial strategy on apology strategies emotions.In a second study on basic research, research for human error crisis, the news from the perspective of the framework, examining corporate brand reputation, corporate responsibility framework to respond to the impact on the public anger. In the framework of the theory as the theoretical basis of the news, brand reputation (high and low), the organization responded accountability framework (personal responsibility, organizational responsibilities) as independent variables, public anger as the dependent variable, using2×2experimental design was among trial.The results show that the brand reputation and organizational accountability framework to respond to differences in anger significantly. When a high brand reputation, on the difference between the two response framework anger was not significant when lower brand reputation, the two differences in the response frame is significantly anger, manifested as, anger, low on organizational accountability framework on personal accountability framework anger.