The
“A great Day for oiled
pelican” study represents an analysis of BP’s oil communication efforts on Twitter social media platform
within the framework of
Situation Crisis Communication Theory. As a result of the increase
of social media in the society, organizational responses in the event
of a crisis have certainly become increasingly
dependent on social
networking platforms. During the
crisis, BP faced immense reputational as damage as it grappled with the
cleanup efforts as oil spewed into the Gulf.
With the firm’s passive communication in the past, there was a need for an effective
crisis communication to repair this damage
with its stakeholders. The purpose
of the research was to test the
SCCT model by analyzing BP’s crisis situation
cluster and the strategies the
organization applied in the response to the
crisis.
Research
questions were used to guide the
analysis of the organizations twitter response to the crisis. Content
analysis was used to examine the
messages sent by the firm to the public
on the Twitter platform using the principles
of the SCCT model. A total of 1142 tweets were transmitted
in response to the crisis. The messages
that the organization
used were categorized
into deal cluster, denial cluster and
diminish cluster. From the results, BP used
the wrong strategy
to respond to the crisis. A combination
of diminish and deal structure was
the most appropriate
to respond to the crisis. BP failed to control the conversation
began to post updates to Twitter accounts
when it was
already too late.
Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in pre written college essays. If you need a similar paper you can place your order from pay someone to write my research paper services.
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