How crisis managers define ethical crisis communication practice in Singapore: identifying organizational factors that influence the adoption of ethical stances

Abstract

This study explores the veracity of the six ethical variables proposed in the contingency theory of strategic conflict management – the role of PR practitioner, the role of top management, nature of the crisis, the activism of stakeholders; government regulation/intervention; diversity to different cultures and exposure external business environments. In-depth interviews with 10 communication professionals in Singapore were conducted. In line with the patriarchal management structure, the top management plays a critical role in determining ethical stances, with practitioners playing important consultative positions. Also, the role of the relevant government almost predisposes the organization toward certain ethical stances. The study supported the rigor of the ethical variables posited in Asian organizations and affirmed the role of practitioners as “moral conscience” of the organization. Insights provide guidance to practitioners on ethical elocution during times of crisis.