Juxtaposed Integration Matrix: A Crisis Communication Tool
FLORIDA UNIV GAINESVILLE
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The purpose of this study was to field test the Juxtaposed Integration Matrix, a crisis communication tool, in real and simulated crisis scenarios by U.S. Air Force public affairs officers. Practitioners at three test locations found the matrix validated public relations postures and actions. Practitioners reported the matrix validated public relations strategies and provided an additional tool to present public relations tactics to the dominant coalition. Additionally, qualitative and quantitative content analyses of media articles were compared with actual military press releases. This analysis supported interview data and showed practitioners actions were situationally dependent. From a theoretical perspective, this study also found the matrix added parsimony to the contingency theory of accommodation by reducing the number of variables to essentially three questions.
- Command, Control and Communications Systems