Introduction: An Overview of Crisis Communication

Abstract

Crisis communication, a subspecialty of public relations, proffers a vast body of knowledge initially fueled by two events—the Tylenol crisis of 1982 and the Exxon Valdez crisis of 1989. In their wake, these examples underscored that communication becomes the lifeblood when managing emergency situations. Opposite sides of the same coin, these two classic case studies show companies, organizations, and governments what to do and what not to do in times of crisis. In responding to cyanide poisoning found in its product, Johnson & Johnson provided an early exemplar of prompt action and open communication. On the other hand, Exxon’s slow and clumsy response to a devastating oil spill off the coast of Alaska made corporations and communicators sit up, take notice, and make crisis communication a priority. Although the cases throughout this book deal specifically with crises associated with climate change and natural and technological hazards, a general overview of the crisis communication literature provides a useful underpinning. Thus, the purpose of this introduction is not unraveling the skeins of crisis communication research that exist, but rather to summarize key principles beginning with a brief backdrop explaining why communication matters during crisis.