Juxtaposed Integration Matrix: A Crisis Communication Tool

Abstract

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.

Open PDF

Document Details

Document Type
Technical Report
Publication Date
May 19, 2005
Accession Number
ADA434584

Entities

People

  • James H. Cunningham Iii

Organizations

  • University of Florida

Tags

Communities of Interest

  • Energy and Power Technologies
  • Human Systems
  • Space
  • Weapons Technologies

DTIC Thesaurus Topics

  • Accidents
  • Air Force
  • Air Force Facilities
  • Aircrafts
  • Cargo Aircraft
  • Commerce
  • Computers
  • Congress
  • Defense Industry
  • Defense Systems
  • Environment
  • Law
  • Personnel Management
  • Psychology
  • Public Relations
  • Students
  • Three Dimensional

Readers

  • Computational Modeling and Simulation
  • Military History / Militaries and War Studies
  • Theoretical Analysis.