This study was a replication of Fitzpatrick and Rubin's study of response strategies used in crisis communication. It differed though, in the type of crisis analyzed. While Fitzpatrick and Rubin studied cases of sexual harassment, this study examined oil spills of two supertanker groundings. Both the Exxon Valdez and the Sea Empress groundings, and especially Acomarit and Exxon, the companies responsible were examined by using content analysis. Units of analysis were statements by each company's spokesperson covered in either four American or four Norwegian newspapers. These statements were then categorized as one of four response strategies defined by Fitzpatrick and Rubin which were as follows: (1) The traditional public relations strategy, (2) The traditional legal strategy, (3) Mixed strategy, and, (4) Diversionary strategy.On behalf of these response strategies the study stated two hypotheses:H1: The spokespersons of Acomarit used the traditional public relations strategy significantly more than the traditional legal strategy, as defined by Fitzpatrick and Rubin, in Norwegian newspapers.The hypothesis was accepted.H2: The spokespersons of Exxon used the traditional legal strategy significantly more than the traditional public relations strategy, as defined by Fitzpatrick and Rubin, in American newspapers.The hypothesis was partially accepted.The study used an American and a Norwegian coder to secure reliability. Holsti's coder reliability test yielded eighty percent for the American statements, and seventy percent for the Norwegian statements.The study also indicated that the traditional public relations strategy was the most used response strategy. This was different to what Fitzpatrick and Rubin found in their study. They found the traditional legal strategy was used the most in cases of sexual harassment.However, both Exxon and Acomarit used the traditional public relations strategy more than the traditional legal strategy, but differed significantly in their use of mixed strategy and diversionary strategy. Exxon was found to have used the diversionary strategy significantly more than Acomarit. The researcher indicated that this may have been one of the contributing factors which lead to Exxon's public relations nightmare. In addition, Exxon was found to have used more spokespeople than Acomarit, which in turn may have made it difficult to centralize the information flow. / Department of Journalism
| Identifer | oai:union.ndltd.org:BSU/oai:cardinalscholar.bsu.edu:handle/185894 |
| Date | January 1997 |
| Creators | Larsson, Steinar |
| Contributors | Ball State University. Dept. of Journalism., Popovich, Mark N. |
| Source Sets | Ball State University |
| Detected Language | English |
| Format | 60 leaves ; 28 cm. |
| Source | Virtual Press |
| Coverage | n-us-ak e-uk-wl |
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