New Media in Crisis Communication: A Comparison of Different Media

During the Oklahoma State University Basketball Plane Crashes

Lauren Adams

M.A. student in Communications

University of Nebraska at Omaha

COMM 8570, Spring 2015

https://freelantzsports.wordpress.com/

Outline

• Purpose• Crisis Communication• Situation Crisis Communication Theory• Best Practices of Crisis Communication• Message Convergence• Social Media• Media Relations• Media Dependency• Case Study: Two OSU airplane crashes• Research questions/methodology

Purpose

• Because every organization faces times of crisis, it is important that organizations handle these situations correctly

• Knowing the best strategies to use in crisis management

• Social media’s role in crisis communication

• Role of media and organizations during crises

• OSU crisis communication plans for the crashes

Crisis Communication

• “The purpose of crisis communication is to prevent or lessen the negative outcomes of a crisis and thereby protect the organization, stakeholders, and industry from harm,” (Veil & Ojeda, 2010, p. 414)

Situation Crisis Theory

• Past crises shape an organization

• Three types of crises:

– victim, accidental, preventable

• Reputation management vs. base crisis communication

• Identification of publics: “hot-issue publics” (Aldoory, 2012, p. 94)

Best Practices in Crisis Communication

• A specific communicator in charge of crisis communication

• Proactive crisis communication plans

• Working with various publics

• Transparency, Honesty, Trust

• Relations with Media

• Call to Action

Message Convergence

• Actual message importance

• Informed public

• Message platform

Media Relations

• Back in 2000, many split-second decisions were made in crises when dealing with media

• Previous tactics– Listen to every question

– Explain the plan of action

– Prepare necessary background information

– Know common assumptions

– Be as proactive as possible

– Take action to minimize negative outcomes

Media Relations

• The Relationship between Public Relation professionals and the Media

– Lack of trust

– Interdependency

– When partnered, beneficial to all

• Tactics of Media Relations

– Transparency, accuracy, accessibility, trust, maintenance

Social Media

• “Social media have changed the nature of everyday communications by providing a platform for individuals and organizations alike to engage with each other in a dynamic, synchronized, and multidirectional dialogue that represents varied voices,” (Reitz, 2012, p. 43).

• Need for social media today

• Mobility

Social Media & Crisis Communication

• Too many information sources

• Immediate information

• Perceived source credibility

• Monitoring and observing public

• Establish trust

Media Dependency

• “The more a person depends on having his or her meeds met by media use, the more important will be the role that media play in the person’s life, and therefore the more influence those media will have on that person,” (Baran, 2006, p. 324).

• Relational not goal-oriented

• Media power

Case Study: Two OSU airplane crashes

• January 27, 2001- Remember the Ten

– No crisis plan was in place

– “Do what was right”

– “OSU administrators realized the importance of grieving and giving mourners an outlet for their pain, not only through the website, but also in other ways,” (Wigley, 2003, p. 41).

Case Study: Two OSU airplane crashes

• November 18, 2011- Remember the Four

– Social media already established and thriving

– Instant updates via social media

– No research has been conducted on this event thus far for more information about what was done throughout the crisis plan for this incident.

Research Questions• RQ1: What changed within the crisis communication strategies between the first

OSU and second OSU basketball plane crashes?

– RQ1a: How did the crisis communication strategies of the first basketball plane crash prepare OSU for the second basketball plane crash?

– RQ1b: How proactive was OSU for the second basketball plane crash?

– RQ1c: What were the main goals of the crisis communication strategies for the first plane crash?

– RQ1d: What were the main goals of the crisis communication strategies for the second plane crash?

• RQ2: What crisis communication best practices did OSU use during these crises?

– RQ2a: What best practices were used during the first OSU plane crash?

– RQ2b: What best practices were used during the second OSU plane crash?

– RQ2c: How were the overlapping best practices used differently between the two different crashes?

– RQ2d: What did OSU request of its various publics as a call of action during the first plane crash?

– RQ2e: What did OSU request of its various publics as a call of action during the second plane crash?

Research Questions Cont.

• RQ3: How did OSU utilize the media in both plane crashes?

– RQ3a: How did the university build media relations in the first plane crash?

– RQ3b: How did the university build media relations in the second plane crash?

– RQ3c: How did social media impact the nature of crisis communication being played out in the second plane crash?

– RQ3d: What did OSU use to communicate out to its publics before social media during the first plane crash?

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References continued

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• Smith, E. and Gardiner, A. (2011). Oklahoma State women’s coach Kurt Budke, assistant die in plane crash. USA TODAY. Retrieved from http://usatoday30.usatoday.com/sports/college/womensbasketball/story/2011-11-18/oklahoma-state-kurt-budke-killed-plane-crash/51294624/1

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• Stehr, P., Rössler, P., Leissner, L., & Schönhardt, F. (2015). Parasocial Opinion Leadership Media Personalities' Influence within Parasocial Relations: Theoretical Conceptualization and Preliminary Results. International Journal Of Communication (19328036), 9982-1001.

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• Veil, S. R., & Ojeda, F. (2010). Establishing Media Partnerships in Crisis Response. Communication Studies, 61(4), 412-429. •

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• Wigley, S. (2003). Relationship Maintenance in a Time of Crisis: The 2001 Oklahoma State University Plane Crash. Public Relations Quarterly,48(2), pp. 39-42.