Making Peace or Holding a Grudge? The Role of Publics' Forgiveness in Crisis Communication

Authors

  • Fang Wu Shanghai Jiao Tong University
  • Di Cui Fudan Univeristy

Keywords:

crisis communication, crisis communication strategies (CCSs), forgiveness, China, information security

Abstract

This study examines whether organizations can restore reputations and financial performance damaged by crises by seeking forgiveness from publics. This study also investigates the mechanism of forgiveness seeking by testing the effectiveness of crisis communication strategies in different situations. An experiment involving an information security crisis (N = 800) found that substantive accommodative strategies (i.e., compensation and corrective action) are more effective at winning forgiveness than symbolic accommodative strategies (i.e., apology and showing regards). The effects of accommodative strategies on forgiveness vary in different conditions of severity and precrisis satisfaction.

Author Biographies

Fang Wu, Shanghai Jiao Tong University

Dr. Fang Wu is an assistant professor at the School of Media and Design in Shanghai Jiao Tong University. She got her Ph.D. degree at the School of Journalism and Communication in the Chinese University of Hong Kong. Her research interests include crisis communication and risk communication in the Chinese societies. 

Di Cui, Fudan Univeristy

Dr. Di Cui is an assistant professor at the School of Journalism in Fudan University. He got his Ph.D. degree at the School of Journalism and Communication in the Chinese University of Hong Kong. His research interests include journalism and political communication in the digital transformation of China. 

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Published

2019-05-14

Issue

Vol. 13 (2019)

Section

Articles

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