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Revisiting the effectiveness of base crisis response strategies in comparison of reputation management crisis responses
Unformatted Document Text:  Revisiting the effectiveness of base crisis response strategies 21 because they did something wrong. However, they might appreciate such compensation efforts of the company by showing more favorable attitudes toward the company. It seems that rebuilding strategy may not generate lower attribution of crisis responsibility than denial strategy in a preventable crisis as SCCT suggested (Coombs 2007). In addition, higher attribution of crisis responsibility does not necessarily lead to less favorable company evaluation as SCCT suggested (Coombs, 2007). Brown and White (2011) also found that rebuilding strategies did not reveal the lower attribution of crisis responsibility than other strategies (denial or diminish strategies). Thus, the relationships between the public‟s attribution of crisis responsibility and their attitudes toward the organization experiencing a crisis should be further explored. The effectiveness of message sidedness In corporate crisis communication, organizations are reluctant to share negative news about themselves, thus they tend to emphasize positive information while adopting either bolstering strategy (e.g., what good they have done for the public in the past) or reminding strategy (e.g., remind the public of the company‟s past good deeds) (Kim et al., 2009). However, our study found sharing both positive and negative information (two-sided message) was more effective in lowering the public‟s attribution of crisis responsibility and generating positive responses than sharing only positive information (one-sided message) in a victim crisis. Even for the preventable crisis, sharing only positive information about the company was not more effective than sharing both positive and negative information about the company. This particular finding suggests that crisis managers should carefully evaluate transparency issues in their crisis communication. In normal situations, the public would have

Authors: Kim, Sora. and Sung, Kang Hoon.
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Revisiting the effectiveness of base crisis response strategies 
21 
 
 
 
because they did something wrong. However, they might appreciate such compensation efforts 
of the company by showing more favorable attitudes toward the company. It seems that 
rebuilding strategy may not generate lower attribution of crisis responsibility than denial strategy 
in a preventable crisis as SCCT suggested (Coombs 2007). In addition, higher attribution of 
crisis responsibility does not necessarily lead to less favorable company evaluation as SCCT 
suggested (Coombs, 2007).  Brown and White (2011) also found that rebuilding strategies did 
not reveal the lower attribution of crisis responsibility than other strategies (denial or diminish 
strategies). Thus, the relationships between the public‟s attribution of crisis responsibility and 
their attitudes toward the organization experiencing a crisis should be further explored.       
 
The effectiveness of message sidedness 
In corporate crisis communication, organizations are reluctant to share negative news 
about themselves, thus they tend to emphasize positive information while adopting either 
bolstering strategy (e.g., what good they have done for the public in the past) or reminding 
strategy (e.g., remind the public of the company‟s past good deeds) (Kim et al., 2009). However, 
our study found sharing both positive and negative information (two-sided message) was more 
effective in lowering the public‟s attribution of crisis responsibility and generating positive 
responses than sharing only positive information (one-sided message) in a victim crisis. Even for 
the preventable crisis, sharing only positive information about the company was not more 
effective than sharing both positive and negative information about the company.  
This particular finding suggests that crisis managers should carefully evaluate 
transparency issues in their crisis communication. In normal situations, the public would have 


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