This thesis examines the public affairs crisis faced by the American Red Cross after the September 11 terrorist attacks. It begins with an introduction of the organization, and continues with a discussion of the crisis that developed over what the organization might do with money donated after the September 11 terrorist attacks. Eight themes emerged from this case study: similarities and differences between non-profit and corporate public relations; objectives in crisis communication; conflict between organizational protocol and public expectations; media sensationalism; effects of the crisis; the organization's response; the phenomenon of spinoff issues (secondary crises); and the veracity of statements concerning the organization. Four major implications exist. Non-profit organizations must communicate openly with the media in a crisis. Preparation is vital in issues management. It is important to consider prodomes (warning signs), value conflicts, and spinoff issues. Finally, organizations need to engage in proactive public relations.
| Identifer | oai:union.ndltd.org:pacific.edu/oai:scholarlycommons.pacific.edu:uop_etds-3626 |
| Date | 01 January 2004 |
| Creators | Reed, Kathaleen E. |
| Publisher | Scholarly Commons |
| Source Sets | University of the Pacific |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | University of the Pacific Theses and Dissertations |
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