Communication

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    Building online communities after crises: Two case studies
    (2014) Janoske, Melissa; Liu, Brooke F; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)
    Building community in a crisis situation offers individuals a chance to not just survive, but potentially thrive through a disaster. Communities offer a unique benefit in a crisis by expanding beyond the geographic to include virtual spaces, particularly when other media are not available for survivors. This project applies theoretical frameworks from both complexity theory and the community of practice model to explore how individuals form online communities after crises, how those communities impact crisis recovery, and how the model can be used to understand communities' crisis communication. This project used a qualitative case study method, including content analysis of two communities that formed online after two crises, and interviews with nine members, including the founder, of one of the communities. The first case is the Jersey Shore Hurricane News Facebook page, formed during Hurricane Sandy in October 2012. The second case looks at a hashtag-based (#batman and #shooting) community on Twitter after the shooting at a Colorado movie theater in July 2012. The results show that instead of a typical one-to-many communication model and organizational focus, utilizing a community of practice allows for both a one-to-one model and a consequent focus on affected individuals. The community of practice model accommodates findings which suggest that location is important in building community, a need for adapting information needs to the community, and the acceptance of multiple relationship types. A new, alternate final dimension of communities of practice, continuation, is suggested and exemplified. This project argues for developing these online communities prior to a crisis. There are also specific suggestions for tools within technology that would be most useful to crisis-based communities of practice, and both benefits and drawbacks to the platforms studied. Practically, social media platform designers need to spend time thinking through how people connect during a crisis, and to make it easier for them to get the information they need quickly. In showcasing how to integrate social media, crisis communication, and a community-based model, this dissertation offers theoretical and practical suggestions for altering and improving current understandings of the best way to aid individual crisis response and recovery.
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    THE EMPLOYEE-PUBLIC-ORGANIZATION CHAIN IN RELATIONSHIP MANAGEMENT: A CASE STUDY OF A GOVERNMENT ORGANIZATION
    (2004-04-30) Rhee, Yunna; Grunig, James E; Communication
    This dissertation examined the critical roles that employees play in an organization's relationship-building process with its publics. By conducting an in-depth case study of a government organization's exemplary community relations programs, the researcher explored links among three focal concepts: employee-organization relationships, employee-public relationships, and organization-public relationships. Field research was conducted over the course of seven weeks. Data were collected through long interviews, participant observations, and document analysis. Based on the findings of this study, a normative public relations theory of integrative internal and external organizational relationship management was proposed. The findings suggest that employees who have positive employee-organization relationships (i.e. employees who have high level of commitment) and those who are capable of using symmetrical cultivation strategies contribute significantly to the development of positive organization-public relationships. The study also found that when the external publics have positive interactions and develop trusting individual relationships with employees, they tend to evaluate the overall organization positively. In other words, when employees have positive employee-organization relationships and employee-public relationships, external publics who interact with those employees tended to develop positive organization-public relationships. The study also found that employee empowerment can occur through employees' participation in public relations programs for external publics. Employees in this study believed they were acting as "the ears" of the organization and that they were contributing to the betterment of the organization and the community at the same time. Employees also developed personal networks with other employees through participating in public relations programs, which contributed to the building of an internal community. The study showed that public relations programs that tap into the intersection of internal and external publics contribute to the simultaneous development of positive relationships within and between both arenas. Visible leadership, continued dialogue, listening, face-to-face communication, and educational communication were newly identified as significant strategies effecting the development of positive organization-public relationships. In conclusion, this dissertation proposes that in order for public relations to enact its role as an integrated relationship management function for both the internal and external publics, it should be organized according to the principles outlined by the excellence theory and practice symmetrical communication.