The Use of Equivocal Messages in Responding to Corporate Challenges

Abstract

A framework is constructed to examine communication professionals’ views regarding the use of equivocal and nonequivocal messages for managing initial statements about corporate challenges. As predicted, equivocal responses were viewed as more appropriate to use and linked to a positive corporate reputation when the crisis situation contained avoidance–avoidance goal conflicts, whereas nonequivocal responses were viewed as more appropriate and linked to a positive corporate reputation when the crisis situation did not contain avoidance–avoidance goal conflicts. Communication professionals also judged nonequivocal and equivocal messages to be appropriate and linked to a positive corporate reputation when they believed the specific message would satisfy the multiple goals of the crisis situation. Implications for public relations practice are discussed.

Keywords:

• Equivocation
• Equivocal Communication
• Corporate Image
• Crisis Communication
• Strategic Ambiguity

Editors note: This manuscript was accepted into publication by the previous editor, Dr. Timothy L. Sellnow.

This paper was presented at the annual meeting of the National Communication Association, Chicago, IL, in November 2007.

Editors note: This manuscript was accepted into publication by the previous editor, Dr. Timothy L. Sellnow.

This paper was presented at the annual meeting of the National Communication Association, Chicago, IL, in November 2007.

Notes

Editors note: This manuscript was accepted into publication by the previous editor, Dr. Timothy L. Sellnow.

This paper was presented at the annual meeting of the National Communication Association, Chicago, IL, in November 2007.

Additional information

Notes on contributors

Susan L. Kline

Susan L. Kline is an Associate Professor in the School of Communication, Ohio State University

Bethany Simunich

Bethany Simunich is a Doctoral Candidate in the School of Communication, Ohio State University

Heath Weber

Heath Weber is a Marketing Manager at WellPoint NextRx, a pharmacy benefits company