Keeping It Real

The purpose of this study was to understand better how a conversational human voice versus a corporate tone of voice in blogs affects key publics’ responses to an organization in the context of a crisis, using a 2 (tone of voice: human/organizational) × 2 (source: public relations executive/private citizen) × 2 (crisis response: defensive/accommodative) mixed experimental design. Results indicate that first-person voice and personal narratives increased perceptions of social presence and interactivity in online communication. These perceptions subsequently resulted in positive post-crisis outcomes, such as reputation and behavioral intentions.

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