Crisis communication for public organizations: Examining Pakistan Railways' use of information technology and social media for image repair

This study examines the induction of information technology and the use of image-repair focused crisis response strategies on social media by Pakistan Railways amid a recent crisis. A mix-method based content analysis (i.e., qualitative and quantitative) to investigate whether and if so, how Pakistan Railways used Benoit's suggested image restoration strategies on social media to repair its image among customers and in print media. Our results show that Pakistan Railways predominantly used reducing the offensiveness of event (40%), followed by corrective action (34.6%), evasion of responsibility (10.6%), denial (8%) and mortification (6.4%) strategies, respectively. In addition, the use of image-repair focused crisis response strategies significantly varied by social media platform. An analysis of the publics' emotions found in their online comments reveals that, during the course of the organizational crisis communication, negative public emotions gradually subsided into ambivalent ones; and contrary to a highly negative newspaper coverage tone in the beginning of the crisis, the introduction of the Twitter handle has associated with more positive media coverage afterward. Theoretical and practical implications, especially the need for advancing social-mediated crisis response effectiveness in developing countries, are discussed.