scct1

Introduction to COVID-19 Resource Centre

• Since January 2020, Elsevier has established a COVID-19 resource centre providing free information in English and Mandarin.

• Hosted on Elsevier Connect, this resource includes research content available in PubMed Central and other publicly funded repositories.

• Users are granted rights for unrestricted research re-use and analyses, as long as the original source is acknowledged.

• This open access policy is in effect for as long as the COVID-19 resource centre remains active.

Study Overview: Crisis Communication Strategies

Comparative Study Focus

• Title: "Deny or Bolster? A Comparative Study of Crisis Communication Strategies between Trump and Cuomo in COVID-19."

• Authors: Yu Tian, Jeongwon Yang, S.I. Newhouse School of Public Communications, Syracuse University, USA.

• Keywords include: Situational Crisis Communication Theory (SCCT), Political Crisis Communication, Trump, Cuomo, COVID-19, Twitter, and Social Media.

Context and Rationale

• This study explores the application of SCCT in political crisis communication amidst the complexities of COVID-19, characterized as a "sticky crisis."

• The focus is on the critical role of Twitter as a medium for communication during the pandemic.

• Politicians' tweets are analyzed to elucidate their crisis communication strategies as per day-to-day circumstances.

Identified Strategies

• Three primary strategies emerged: deny, diminish, and bolster, along with a unique strategy termed cohesion.

• Distinctive narrative strategies were observed between Trump and Cuomo, related to their political perspectives.

• Example of Trump’s rhetoric includes social exclusion and accusations towards Democrats, while Cuomo emphasized compassion and care for vulnerable groups.

Theoretical Framework

Situational Crisis Communication Theory (SCCT)

• SCCT posits that crisis communication strategies should be aligned with the level of perceived crisis responsibility.

• A qualitative and quantitative examination into how politicians utilized Twitter for crisis strategies is conducted.

• Analyzes both qualitative narratives and audience engagement metrics including favorites and retweets.

Literature Support

• Political crisis communication differs from corporate crisis communication in methodological and application contexts.

• Engagement during the pandemic can be enhanced through effective social media strategies.

Methodology

Data Collection Process

• Tweets by Trump and Cuomo were collected from January 24 to July 8, 2020, focusing on the initial outbreak phase in the U.S.

• Data sources included Trump Tweet Archive and Export Comments for Cuomo.

• Keywords like "COVID-19," "coronavirus," and "pandemic" targeted relevant tweets.

Coding Process

• The study comprises deductive and inductive approaches to align tweet content with SCCT strategies.

• Categories included deny, diminish, bolster, and a new category cohesion that pertains to unity messaging.

Results of the Study

Distribution of Strategies

• Trump: 51.4% of tweets involved denial strategies; 20.7% diminishing; 75.0% utilized bolstering measures.

• Cuomo: Employed denial in 6.5% of tweets; focused 94.7% of tweets on bolstering, highlighting compassion and government achievements.

• Cohesion strategy was utilized by both, showing a call for unity.

Engagement Analytics

• Trump's denial correlates positively with retweet ratios, indicating higher audience engagement through denial narratives.

• Cuomo's tweets revealed no significant correlation between the employed strategies and retweet engagements.

Discussion of Findings

Alignment with SCCT Guidelines

• Findings show deviations from SCCT’s prescribed strategies; both Trump and Cuomo adopted strategies not typically suggested for victim crises.

• Political polarization influenced crisis communication strategies, suggesting strategies are employed to achieve political objectives rather than conform to communication norms.

Political Dynamics

• Trump's communication utilized exclusion and blame as political tools, while Cuomo approached the crisis with a focus on empathy and unified messaging.

• Differences in the response strategies highlight the effect of partisan politics on crisis communication.

Practical Implications

• Recommendations suggest that politicians should improve social media strategies to avoid negative divisive language and foster public trust.

• Crisis messaging should prioritize empathy and factual accuracy to enhance compliance with health guidelines amid political contention.

Conclusion

• This study contributes to understanding how political leaders navigate crisis communications during public health emergencies.

• Future research could explore audience sentiments and responses to enhance insights into engagement dynamics in political crises.

In the context of the Coca-Cola case, strategic crisis communication should have focused on transparency, responsiveness, and stakeholder engagement. Firstly, Coca-Cola should have established clear and open lines of communication with its stakeholders, including customers, employees, and the media, ensuring that accurate information was readily available. This includes promptly addressing the concerns raised and providing factual updates on any issues affecting product quality or company practices. Secondly, the brand should have engaged in proactive listening to understand consumer sentiments and address their worries directly, thus reinforcing trust and showing accountability. Utilizing social media platforms effectively could facilitate real-time interaction and engagement with the public, allowing Coca-Cola to clarify misunderstandings and respond to criticism swiftly. Furthermore, the company should have highlighted its commitment to ethical practices and sustainability by transparently communicating efforts and initiatives taken to improve social responsibility. Incorporating empathy into their messaging is also crucial; acknowledging the impact of the crisis on consumers and expressing commitment to their safety can foster goodwill and rebuild brand loyalty. By adopting these strategic communication measures, Coca-Cola can more effectively manage crises and strengthen its relationship with stakeholders.