Graduation Year
2013
Document Type
Thesis
Degree
M.A.
Degree Granting Department
Mass Communications
Major Professor
Kelly Werder
Keywords
crisis communication, political public relations, public relations, strategic messaging
Abstract
Crisis response message strategies were examined using a post test-only randomized experiment (N=252) to determine their influence on perceptual, cognitive, and motivational antecedents to communication behavior in a political context. Results indicate that: (1) strategy type influences perceived strategy effectiveness; (2) situational beliefs influence situational motivation, subjective norm, and attitudes; (3) subjective norm and attitudes influence behavioral intention; and (4) referent criterion, situational motivation, and behavioral intention influence communicative action in publics during a political crisis.
Scholar Commons Citation
Schweickart, Tiffany Lynn, "Strategic Messaging in a Political Crisis: Testing the Integrated Model for Explaining the Communication Behavior of Publics" (2013). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/4764
