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How effective is the Situational Crisis Communication Theory (SCCT) model? It has been tested-

Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index. How effective is the Situational Crisis Communication Theory (SCCT) model? It has been tested- ~Content analysis (Kyhn, 2008; Lai, 2010; Cooley & Cooley, 2011; Villines 2011) ~Survey

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How effective is the Situational Crisis Communication Theory (SCCT) model? It has been tested-

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  1. Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  2. How effective is the Situational Crisis Communication Theory (SCCT) model? It has been tested- ~Content analysis (Kyhn, 2008; Lai, 2010; Cooley & Cooley, 2011; Villines 2011) ~Survey - real-world (David & Chiciudean, 2011; Kriyantono, 2012) - hypothetical (Wright, 2009; Claeys et al., 2010) Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  3. How effective is the Situational Crisis Communication Theory (SCCT) model? Some researchers have found problems- ~limiting (Kyhn, 2008; David & Chiciudean, 2011) ~does not always provide superior response (Wright, 2009; Claeys et al., 2010) These were qualitative analyses, and limited in scope or application Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  4. How effective is the Situational Crisis Communication Theory (SCCT) model? [=] Because of limited nature of previous tests, cannot conclude one way or the other if SCCT works [=] Avery et al. (2010) commented on this- ”crisis communication research in public relations may benefit both theoretically and pragmatically through more diverse contextual and methodical applications. Overall, it seems that the body of work could be less descriptive and more prescriptive. . .” Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  5. How effective is the Situational Crisis Communication Theory (SCCT) model? Q1- Can the effectiveness of the SCCT be evaluated more methodically, prescriptively, and objectively? The MHS process – creates a PE Index that measures prominence. The higher the index, the higher the prominence. For a crisis manager, prominence is bad. Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  6. THE MHS process METHODICAL – a prescriptive process, the results from which can be replicated by others to verify results HOLISTIC – includes all sources of information SAMPLING – a consistent sample of information available is used Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  7. THE MHS process What is the process? The top 20 hits for an event for each of the three major search engines (Bing, Google, Yahoo) are used. (THE SAMPLE) All sources are used, and each hit is assigned a source code (1-9), with the lower number representing the least editorialized source (a photo with a few word caption) The date of the information being published is also recorded. Using mathematical equations to weight for source type, date, and search engine ranking, a number, the TP is generated. For each search engine, the TP values are summed, creating a PE for that engine. The three PE values are averaged to create an overall PE. Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  8. THE TEST Three internally induced structural failures (IISF)- completely preventable crises (1) Kansas City Hyatt Regency skywalk collapse, 1981 (2) Texas A&M Bonfire collapse, 1999 (3) I-35W Bridge collapse, 2007 Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  9. THE SCORES (1) Kansas City Hyatt Regency skywalk collapse, 1981 – 847.19 (2) Texas A&M Bonfire collapse, 1999 - 574.02 (3) I-35W Bridge collapse, 2007 – 695.29 But how does this relate to the SCCT?? Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  10. RELATING THE PE TO SCCT THE ADHERENCE INDEX. For communication responses that match the type of crises, assign a value of “1”. For those that don't, assign a value of “-1”. Then add them up for a crisis. The adherence indexes should correlate with the PE index. Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  11. THE ADHERENCE (1) KANSAS CITY SKYWALKS. One correct strategy, three incorrect, for a total adherence value of -2. (2) TEXAS A&M BONFIRE. Three correct, no incorrect, for a total adherence value of 3. (3) I-35W BRIDGE. Three correct, two incorrect, for a total adherence value of 1. If the PE Index and SCCT adherence correlate, then the PE index values from highest (worst) to lowest (best) should be KANSAS CITY, I-35W BRIDGE, and TEXAS A&M. And they are! Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

  12. CONCLUSIONS (1) Crisis communication can be quantified. (2) The index needs further testing. (3) Can be used for real-time tracking of a crisis response. (4) Could be used for citation index or personality index. Thank you for your patience, and if you have any questions, I will be happy to answer them! Evaluating crisis communication using a methodical holisitic sampling (MHS) prominence evaluation (PE) index Michael H. Schrader, PE - COM 7140 - Wayne State U.

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