Public Relations Autonomy, Legal Dominance, and Strategic Orientation as Predictors of Crisis Communicative Strategies |
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Authors: | Yi-Hui Huang and Shih-Hsin Su |
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Affiliation: | (1) School of Journalism and Communication, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong;(2) Lion Travel Group, Taipei, Taiwan |
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Abstract: | This article investigates the factors affecting how public relations autonomy, legal dominance, and strategic orientation affect crisis communicative response in corporate contexts. Communication managers, crisis managers, public affairs managers, and/or public relations managers were solicited from Taiwan’s top 500 companies to participate in a survey. The results revealed that, in contrast to public relations autonomy being the strongest and sole predictor of concession strategy, legal dominance could predict defensive and diversionary responses in crisis events. The article concludes with a discussion of practical applications and theoretical implications. |
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Keywords: | crisis communicative strategy public relations autonomy legal dominance strategic orientation |
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