Preserving corporate reputation through response strategy and communication channel. An experimental study towards a crisis scenario

Julien Brühl

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Scientific Study from the year 2021 in the subject Communications - Miscellaneous, grade: passed, University of Amsterdam, langua...

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Scientific Study from the year 2021 in the subject Communications - Miscellaneous, grade: passed, University of Amsterdam, language: English, abstract: Since Schultz et al. discovered that "the medium had an effect on the organisational reputation", our study grasps upon these aspects by analysing the perception of varying messages through a social media site and a press release. Here, "electronic word of mouth communications, which are able to reach a vast number of people in a short period of time" might be relevant. Crises threaten the organisation's attractiveness and trustworthiness. Consequently, a solution is to prevent worse, with respect towards the manifold stakeholders. This spring, when COVID-19 peaked, Bottega Veneta decided to have a fashion show at a club in Berlin. Thus, celebrities were invited and even had a party afterwards. However, the label denied commenting on the accusations of acting unethically. This example illustrates one of the few existing crisis response strategies, namely the denial strategy. Also, the communication channel is an essential aspect.