Media's Amplifier Effect In Crisis Communication And Countermeasures For It

We find through investigation that in crisis communication, media has intentionally or unconsciously produced the effect of starting the trouble or reinforcement, which put the crisis organization exposed to long-term criticism. The communication effect of the Countermeasures of crisis organization is but much worse than communication of the crisis itself. However, if crisis organizations can make good use of media, they will get themselves rid of crisis and return to safety.Based on questionnaires, case analysis as well as theoretical survey, we term such phenomenon as media's amplifier effect. It means modification of input message, which can be positive or negative, reinforcement, lessening or even filtration. Amplifier effect mainly affects content of crisis message and influence of crisis. For one thing, the media blow up the message itself and for another, it amplifies the influence of the crisis, which is also consequence of amplifying of message.Amplifier effect comes mainly in three forms, sound amplification, sound filtration as well as sound insulation. Among them, sound filtration consists of positive and negative feedback. Positive one is closest to normal communication and it makes for a quick solution, being beneficial for both an organization and its stakeholders. Amplifier effect can extend communication of crisis, increase difficulty of crisis disposal, relieve emotions of the party whose interest is damaged and mar the image of the organization in the crisis. The organization, media and interest stakeholders are the main roles of crisis communication and variation of their interest relationship and communication lead to media's amplifier effect in crisis communication. Therefore, benefit coordination and communication between organizations and media and that between organizations and the party whose interest is damaged come to be especially important. Coordination of interest of the three, recovering normal communication and reconstruction of new identification should be solutions organizations resort to for amplifier effect.