Social Media, Culture and Crisis Communication: Image Restoration Efforts of Selected Cases in the United States and Spain

Abstract

Every organization will face a crisis at some point, but its crisis communication response can often make or break its reputation. This paper uses Benoit's Theory of Image Restoration to analyze strategies used by three organizations or individuals in the United States and three in Spain. Insights gained through ethnographic research and analysis of these cases revealed cultural frameworks used by organizations in each country and their roles in crisis responses. Evaluation of real-time social media responses from the selected six organizations and individuals helped analyze the interactions with their publics. The purpose of this qualitative research is to not only compare the crisis communication responses in these countries, but to explore the implications of public relations and social media use in a cultural context. In addition, Benoit's image restoration strategies create a framework for organizations' attempts to regain traction and credibility, as well as to stabilize reputation, during crisis situations.