University use of social media and the crisis lifecycle: Organizational messages, first information responders' reactions, reframed messages and dissemination patterns

This experiment examines the crisis lifecycle holistically within the university setting. In times of crisis, an organization's primary stakeholders transform into first information responders (FIRs). As FIRs, these pivotal stakeholders play a crucial role in disseminating news of the crisis to members of their interpersonal networks. Due to their pre-established relationship with the organization in crisis, first information responders' family members and friends are likely to view these messages as credible. Thusly, we examine how organization-initiated crisis communication messages influence FIRs' subsequent choices in channel selection and message content. Channel specification theory is forwarded to extend uses and gratifications theory in explaining first information responders' cognitive processes in selecting communication vehicles for others. Findings suggest that FIRs communicate accurately, initially prefer to use personal channels (i.e., phone calls and text messages) to communicate news of the crisis, and are willing participants in the information sharing process. Theoretical and pragmatic advances for researchers and practitioners charged with communicating during crises are also discussed.