It’s that time of year again—oppo dumps, October surprises, and all the drama that comes with them! For years, we’ve been preaching to our clients: “Hang a light on your vulnerabilities before someone else does.” Every time, we hear the same protests: “What if they don’t find it?”—They will. “What if they don’t use it?”—They will. “What if it doesn’t resonate with the public?”—It might.
The smartest move? Own your issues, get ahead of them, and do it early.
This strategy is called inoculation. And guess what? There’s research to back it up!
Title: The Relative Effectiveness of Inoculation, Bolstering, and Combined Approaches in Crisis Communication
Link: https://www.tandfonline.com/doi/pdf/10.1080/1532-754X.2004.11925131
Peer Review Status: Peer Reviewed – Yes
Citation: Wan, H. H., & Fau, P. F. “The Relative Effectiveness of Inoculation, Bolstering, and Combined Approaches in Crisis Communication.” Journal of Applied Communication Research.
Introduction
Crisis communication is a crucial element for organizations or campaigns navigating public relations challenges. In their study, Wan and Fau explore how three distinct approaches—Inoculation, Bolstering, and a Combined Approach—impact crisis communication. By focusing on the effectiveness of each strategy in mitigating negative perceptions, their work highlights the practical tools organizations can employ to better manage public opinion during a crisis.
Some definitions:
-
-
- Inoculation – In the context of crisis communication, inoculation is a strategy that involves preemptively addressing potential criticisms or negative information before they arise.
- Bolstering – Bolstering is a crisis communication tactic where an organization highlights its positive attributes or past successes to offset negative information.
- Combined Approach – The Combined Approach in crisis communication merges the strategies of inoculation and bolstering.
-
Methodology
The study involved a controlled experiment with participants exposed to different crisis communication strategies: Inoculation (pre-emptively addressing potential criticisms), Bolstering (highlighting positive aspects of the organization), and a Combined Approach (integrating both strategies).
The authors measured participant reactions across various scenarios and time points, assessing both immediate and delayed responses to these communication efforts. This design allowed them to determine which strategy had the most lasting impact on audience attitudes and crisis perceptions.
Results and Findings
Wan and Fau’s findings indicate that the Combined Approach—blending both Inoculation and Bolstering—was the most effective at mitigating damage to an organization’s reputation during a crisis.
While Inoculation alone proved useful in preempting negative reactions, it was less effective in generating long-term positive feelings.
Bolstering, on the other hand, helped enhance favorable perceptions but fell short when participants encountered counterarguments.
The Combined Approach, however, provided a balance, reinforcing the organization’s strengths while simultaneously addressing vulnerabilities, resulting in a more resilient public perception.
Critiques of the Research and Additional Areas of Potential Study
While the study presents strong evidence in favor of the Combined Approach, it primarily focuses on short-term crisis management. A critique lies in the lack of long-term analysis beyond the experimental setting.
Future studies could expand this research by examining how these strategies play out in real-world scenarios over extended periods, such as during long-term corporate scandals or political crises.
Moreover, understanding the psychological underpinnings of why the Combined Approach works so effectively could offer deeper insights into communication strategy development.
Conclusion
Wan and Fau’s research provides valuable guidance for organizations seeking to navigate crises more effectively.
Their work underscores the importance of adopting a multifaceted approach that combines proactive and positive messaging.
Or, simply Hang a Lantern on your problems before someone else does.
