How Nonprofits React in Crisis Situations
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Nonprofit organizations have crisis situations frequently, however, there are few significant studies regarding nonprofit organizations and how they handle crisis situations. For this study, Livestrong, The American Red Cross and Susan G. Komen were analyzed based on the specific crisis situations they dealt with in 2012. The study examined tweets and press releases through a content analysis from each of these organizations in order to determine their specific response. Results demonstrate that these three organizations tend to use specific tones within their text, they use denial, evasion of responsibility, reducing offensiveness, corrective action or mortification from Benoit’s Image Repair strategy. They expressed commonalities among interactivity, as well as whom they referred to and similar focus.