Abstract
In an organizational context, scholars suggest that successful management of an organization in crisis also largely depends on how an organization acts after the crisis hits (Benoit 1997; Brown and White 2011; Coombs 2007). When something goes wrong, the organization has the option of being the first to fully admit that something with potentially harmful consequences exists (proactive communication) or that organization might wait until an external party (e.g. the media) exposes the problem and then reacts to that exposé (reactive communication).
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Beldad, A.D., Hegner, S.M., van Laar, E. (2017). Proactive Crisis Communication When Precrisis Reputation Is Rotten? The Moderating Roles of Precrisis Reputation and Crisis Type in the Relationship Between Communication Timing and Trust and Purchase Intention: An Extended Abstract. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_131
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DOI: https://doi.org/10.1007/978-3-319-45596-9_131
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