Campus Access Only

All rights reserved. This publication is intended for use solely by faculty, students, and staff of University of the Pacific. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, now known or later developed, including but not limited to photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author or the publisher.

Date of Award

2011

Document Type

Thesis - Pacific Access Restricted

Degree Name

Master of Arts (M.A.)

Department

Communication

First Advisor

Qingwen Dong

First Committee Member

Carol Ann Hackley

Second Committee Member

R. Alan Ray

Abstract

Using case study methods, four crises that were reported in the past 36 months were examined to see if university officials modified established crisis communication plans to better respond to messages and rumors on social networking. Two of the crises dealt with safety issues and two were reputational crises designed to discredit the institution. Four communication professionals were also interviewed for their opinions about social networking use during crises. The study concludes that universities should adopt a social networking aspect into crisis communication plans, including preauthorizing specific types of messages to be released during the first few minutes of a crisis without review from higher administrators. A model of this new crisis communication plan is included. Social media use is also recommended during other stages of a crisis to better inform the community of what is happening on a campus.

Pages

103

To access this thesis/dissertation you must have a valid pacific.edu email address and log-in to Scholarly Commons.

Find in PacificSearch

Share

COinS

If you are the author and would like to grant permission to make your work openly accessible, please email