Internet crisis potential: the importance of a strategic approach to marketing communications

Conway, A; Ward, MF; Lewis, G; Bernhardt, A

Abstract

The Internet as a communications medium has the ability to instantaneously distribute information to a mass audience at low-cost and provides a powerful basis for Internet Crisis Potential (ICP) when stakeholders negatively affect the reputation of a corporation and/or its brands. This paper focuses on an exploratory study that analyses current ICP management practice. More specifically, primary research investigates how the ICP is currently perceived and managed by corporations. The findings highlight a gap between corporate attitudes in terms of the necessity to manage the ICP and business practice. Online monitoring is undertaken irregularly and stakeholder and issues management on the Internet are not conducted on a constant basis by the majority of corporations. These elements, however, are regarded by managers as important for Internet crisis prevention. Although the integration of the Internet into the corporate crisis communication strategy is realised by the majority of corporations, only a minority has it fully integrated, for example, by having a "dark site" prepared. The implications of the findings are that communications professionals should gain knowledge and expertise of using and understanding the Internet medium. The strategic importance to manage the ICP needs to be communicated at all levels in the organization. An ICP management process is also recommended.

Citation

Conway, A., Ward, M., Lewis, G., & Bernhardt, A. (2007). Internet crisis potential: the importance of a strategic approach to marketing communications. Journal of Marketing Communications, 13(3), 213-228. https://doi.org/10.1080/13527260601086462

• Journal Article Type: Article
• Publication Date: Sep 1, 2007
• Deposit Date: Oct 16, 2007
• Journal: Journal of Marketing Communications
• Print ISSN: 1352-7266
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 13
• Issue: 3
• Pages: 213-228
• DOI: https://doi.org/10.1080/13527260601086462