Journal Review

By Arintya Iga Permata; 135120207121005

Department of Communication Science, Faculty of Social and Political Sciences

University of Brawijaya

This article consist of review from two journals, first journal titled “Apologies and public relations crises at Chrysler, Thosiba and Volvo ” written by Keith Michael Hearit. Second journal titled “Attribution Theory As A Guide For Post-Crisis Communication Research” written by W. Timothy Coombs. The aims of this review is explore the critical thinking of these two authors journals within crisis communication management.

Apologies and public relations crises at Chrysler, Thosiba and Volvo by Keith Michael Hearit

            Keith Michael Hearit has written an interesting journal about public relations scope like crisis communication management by using apologetic discourse and the use of persuasive  descriptions  and  strategic  dissociations  preferred by  these  corporate  apologists.

In this journal Hearit takes an ethical stand regarding the use of apologies with include three case study, that are Chrysler unhooked odometers case, Thosiba illegal sale case, and Volvo’s deceptive advertising case to guide clearly about apologia understanding.  Hearit’s apologies and public relations crises explain  “An  ‘apologia’  is  not  an  apology  (although  it  may  contain  one),  but  a defense  that  seeks  to  present  a  compelling,  counter  description  of  organizational actions. It  functions  to  situate  alleged  organizational  wrong doing  in  a  more favorable  context  than  the  initial  charges  suggest (Hearit, 1994).”

Hearit split the content of this journal into two parts, apologetic crises and communicaive strategies. It makes a clearly material would be discussed. Then in communicative strategies, it have some aspects to facing of the crises through apologies, the first thing is Persuasive Account, then followed with others aspects such statement of regret, dissociation, opinion/knowledge, individual/group, and act/essence.

This journal is a good reference to explore of how corporations  attempt  to  use  this  discourse  of  defense, known  as  apologia,  to  manage  public  relations  crises  for  which  they  bear  primary responsibility. 

Attribution Theory As A Guide For Post-Crisis Communication Research by W. Timothy Coombs

W. Timothy Coombs wrote about the role Attribution Theory in crisis communication research and tested evidence for crisis managers as well as providing an integrative mechanism for the diverse crisis research.

In this journal Coombs explain about the crisis communications research through attribution theory with the applied aspects. It is clearly enough to criticize the early crisis communication research with attribution theory. Coombs asserts “Attribution Theory provides a mechanism for integrating the various studies of crisis communication to build a set of principles for evidence-based crisis communication (Coombs, 2007).”

The example of crisis communication management also can be seen from the case of air asia crashing down. After the incident, CEO of Air Asia Tony Fernandez apologize for the incident and express his condolances toward the victim's family.

References

Coombs, W. T. (2007). Attribution theory as a guide for post-crisis communication research. Public Relations Review, 33, 135-139.

Hearit, K. M. (1994).  Apologies and public relations crises at chrysler, thosiba and volvo. Public Relations Review, 20(2), 113-125.