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Date of Award
Thesis - Pacific Access Restricted
Master of Arts (M.A.)
First Committee Member
Second Committee Member
This thesis examines the public affairs crisis faced by the American Red Cross after the September 11 terrorist attacks. It begins with an introduction of the organization, and continues with a discussion of the crisis that developed over what the organization might do with money donated after the September 11 terrorist attacks. Eight themes emerged from this case study: similarities and differences between non-profit and corporate public relations; objectives in crisis communication; conflict between organizational protocol and public expectations; media sensationalism; effects of the crisis; the organization's response; the phenomenon of spinoff issues (secondary crises); and the veracity of statements concerning the organization. Four major implications exist. Non-profit organizations must communicate openly with the media in a crisis. Preparation is vital in issues management. It is important to consider prodomes (warning signs), value conflicts, and spinoff issues. Finally, organizations need to engage in proactive public relations.
9780496117833 , 0496117831
Reed, Kathaleen E.. (2004). A public affairs case study of the American Red Cross after September 11. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/2627
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