Effectiveness of Crisis Communication Strategies on Public Trust in Chad

Abstract

Purpose: The aim of the study was to assess the effectiveness of crisis communication strategies on public trust in Chad. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that transparent and timely communication significantly influences public trust during crises. Organizations that prioritize honesty, accuracy, and empathy in their communication tend to experience higher levels of trust among the public. Furthermore, the use of multiple communication channels, such as social media, traditional media, and direct communication with stakeholders, enhances the effectiveness of crisis communication strategies. Additionally, acknowledging mistakes, providing regular updates, and demonstrating a commitment to addressing concerns are key factors that contribute to rebuilding trust in the aftermath of a crisis. Overall, these findings underscore the importance of proactive and transparent communication in maintaining and restoring public trust during challenging times. Implications to Theory, Practice and Policy: Situation crisis communication theory, coordinated management of meaning and image repair theory may be used to anchor future studies on assessing the effectiveness of crisis communication strategies on public trust in Chad. Implement tailored crisis communication approaches that are specific to different sectors or industries, considering their unique challenges and stakeholder dynamics. Advocate for the development and adoption of guidelines and standards for crisis communication practices, emphasizing the importance of timeliness, transparency, and empathetic communication.