The role of culture in crisis communication: understudied or cast aside for good reason?: Examining to what extent cultural factors should be considered in corporate crisis communication

Classical literature on crisis communication focusses primarily on factors like consistency, accuracy and speed as being the most important aspects to effective crisis communication. However, an emerging body of literature criticizes this approach for being too Western oriented and indicates that culture should play a bigger role in crisis communication and crisis communication statements. As such this thesis wanted to contribute to this research gap by examining to what extent multinational corporations should take cultural factors into account in their crisis communication statements. In order to achieve this, an explorative study was conducted that looked at how companies currently conduct their crisis communication and what can be learned from these practices through preliminary interviews, case studies and final interviews. From this, interesting finding were found at both the practical and academic levels. At the practical level, it was found that current crisis communication...Show moreClassical literature on crisis communication focusses primarily on factors like consistency, accuracy and speed as being the most important aspects to effective crisis communication. However, an emerging body of literature criticizes this approach for being too Western oriented and indicates that culture should play a bigger role in crisis communication and crisis communication statements. As such this thesis wanted to contribute to this research gap by examining to what extent multinational corporations should take cultural factors into account in their crisis communication statements. In order to achieve this, an explorative study was conducted that looked at how companies currently conduct their crisis communication and what can be learned from these practices through preliminary interviews, case studies and final interviews. From this, interesting finding were found at both the practical and academic levels. At the practical level, it was found that current crisis communication practices seem sufficient. Despite the fact that case studies portray a more nuanced picture than the classical literature would suggest, with culture being considered more than expected it still seems that the focus in crisis communication is and will remain on consistency, accuracy and speed. At the academic level, the most important finding was that current endeavors have been too oriented on the Western world, shaping the classical body of literature present today. As a consequence, the emerging body of literature tends to originate from non-Western parts of the world and seems to be a response of sorts against this traditional literature. As a result, these research agendas operate in the extremes and show little nuance in terms of the role culture plays or should play in crisis communication. By providing these insights, this thesis hopes to add more nuance to the existing research and offer suggestions on how the current literature can be improved or further developed.Show less

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The role of culture in crisis communication: understudied or cast aside for good reason? Examining to what extent cultural factors should be considered in corporate crisis communication