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

Conway, A, Ward, MF, Lewis, G and Bernhardt, A 2007, 'Internet crisis potential: the importance of a strategic approach to marketing communications' , Journal of Marketing Communications, 13 (3) , pp. 213-228.

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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.

Item Type: Article
Themes: Subjects / Themes > H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Subjects / Themes > T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication (Inc. www, lidar, radio, radar, phone, TV)
Subjects outside of the University Themes
Schools: Colleges and Schools > College of Business & Law > Salford Business School > Marketing and Services Management
Journal or Publication Title: Journal of Marketing Communications
Publisher: Taylor & Francis
Refereed: Yes
ISSN: 1352-7266
Depositing User: H Kenna
Date Deposited: 16 Oct 2007 11:11
Last Modified: 20 Aug 2013 16:50
URI: http://usir.salford.ac.uk/id/eprint/777

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