| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 99 === In recent years, due to the development of new technology on Internet is rapidly and the media usage habit of public has changed, organizations can achieve various communicating objectives through the websites while they encounter a crisis. There is no doubt that the Internet has drawn more attention in the process of media communication, it is not only helping organizations to conduct environmental scanning for the crisis preparation but also assisting organizations to communicate with the stakeholders and their publics quickly during a crisis.
However, little research focuses on the role of Internet in preparing for and managing crises. Thus, the aim of this study is that how organizations communicate with their publics through Internet during a crisis, and discuss the dialogue relationship between organizations and publics on website. Content analysis is applied in this study for analyzing E-news and organization’s website in the period of November1, 2010 to March 15, 2011.
The study result indicated that in the 330 E-news reports, the highest frequency crisis type of all organizations is management failure. The person who involved in the crisis is regarded as the most important information resources, and the most of the media strategy is mainly adopting media interview. In the aspects of Websites analysis, the study results showed that most organizations appear to use the Internet less frequently to communicate with stakeholders or publics during the crisis, and most organizations which respond to the crisis almost provide one message on Website. Generally, the majority of organizations present the messages about crisis in news block on homepage, and most messages are presented in words description. Few organization quotes with relevant evidence, data or establish other useful links, and most Websites only provide e-mail addresses or online customer service.
Thus, it can be seen that the Internet can serve as a strategic and tactical communication tool that organizations can use when facing a crisis. However, less organization has interacted with their publics online which it might also result in lose the opportunity of self-expression in the crisis as well as rebuilding the image of organizations.
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