Establishing Media Partnerships in Crisis Response

Prominent crisis communication researchers have suggested that practitioners should work with the media as partners when managing a crisis (Ulmer, Sellnow, & Seeger, 2007). This study provides an example of a crisis case in which the media was embraced as a partner in the crisis response. Specifically, the partnership established with the media as part of the crisis response following the bombing of the Alfred P. Murrah Federal Building in Oklahoma City is assessed. Conclusions further the literature on interorganizational partnerships while encouraging research and discussion concerning working with the media as a partner instead of an adversary in public relations, generally, and crisis communication, specifically.