Organizational Crisis Confidence Based on Ability and Perceived Integrity: A Framework for Development and Delineation of an Overlooked Aspect of Crisis Communication

This conceptual paper delineates an audience-centric understanding of what we call organizational crisis confidence (OCC). Based on public relations and communication management literature on organizational ability and integrity and public perceptions and appraisals thereof, this new framework provides a conceptual delineation of OCC, including key components (confidence vs. doubt), dimensions of each component, and a set of propositions for further empirical examination. We view OCC as a subset and specific application of trust that occurs during a specific time and context amid a crisis. This novel framework holds implications for the advancement of public relations and crisis communication practice.