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“Many studies have already shown how important crisis management is for organizations,” Hong said. “This study shows that Facebook can be a valuable tool for public relations professionals when working to solve or lessen the severity of a crisis. Because Facebook is very personal for its users, well-thought-out crisis management messages can be effective at reaching users on a personal level, which is a powerful way to persuade people to a cause.”
Hong also found that Facebook posts written in a narrative style were more effective than posts written in a non-narrative format. Narrative style is chronological and focuses more on story-telling rather than fact listing.
“This indicates that the effect of narrative tone in organizational statements during crises increases perceived conversational human voice, which represents a high level of engagement and best communicates trust, satisfaction, and commitment to the audience,” Hong said. “This is an important practice for public relations professionals because perceptions that an organization is sincerely trying to provide timely and accurate information during a crisis can lead to not only more favorable attitudes toward the organization, but also perceptions of less responsibility the organization has for causing the crisis.”...
Research says on Facebook during a crisis, it should be all about narrative in order to build a positive image...