WHEN THE GOOD BECOMES THE BAD: THE ROLE OF CORPORATE CRISIS TYPE AND ISSUE CONGRUENCE

Based on the theoretical frameworks of situational crisis communication theory (SCCT) and person-centered messages (PCMs), this interdisciplinary study conducted a 2 x 3 experiment to examine the role of PCMs in crisis management on social media. Our findings suggest that crisis type (victim, preventable) has an effect on people’s perceptions/reactions toward an organization and that PCM levels (low, medium, and high person-centered messages) in crisis communication on social media influence organizational reputation and participants’ intention to post negative feedback about the organization in crisis. We suggest that when organizations are responding to crisis online, they provide additional attention to the interpersonal dynamics of those interactions. Theoretical and practical implications are discussed.

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Major League Missteps: How MLB Mishandled the Astros Cheating Scandal

Communication & Sport ◽

10.1177/21674795211043103 ◽

2021 ◽

pp. 216747952110431

Author(s):

Emily A. Spackman ◽

Christopher Wilson ◽

Brendan Gwynn ◽

Kris Boyle

Keyword(s):

Social Media ◽

Communication Theory ◽

Major League Baseball ◽

Crisis Response ◽

Negative Consequences ◽

Attribution Of Responsibility ◽

News Sources ◽

Major League ◽

Crisis Type

Major League Baseball (MLB) has been criticized for its handling of the Astros’ cheating scandal. Researchers used a case study method to test whether Situational Crisis Communication Theory (SCCT) should be expanded to include collaborative brand attack (CBA) as a crisis type. Researchers used traditional and extended SCCT to analyze MLB’s crisis response to determine which version fit best. Data were triangulated from sports news sources, MLB’s official statement and Twitter account, and social media influencer and stakeholder posts. Researchers asked which SCCT response MLB used and whether it was effective with stakeholders. Because of poor history, MLB’s accidental crisis response mismatched the level of stakeholder attribution of responsibility. Another question examined the role of social media. Major League Baseball underestimated the role of social media and SM influencers and, by underutilizing its Twitter feed, left stakeholders to attribute greater responsibility to MLB. Two final questions asked whether SCCT should be updated to include the CBA crisis type and whether it applied in this case. The results indicate the negative consequences of crisis/response mismatch and indicate that CBA should be incorporated into SCCT to address social media influence. This is the first known study to apply CBA in a sports context.

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