Proactive strategies such as image promotion have received much attention in crisis communication research. The image building approach functions similarly to the supportive treatments in inoculation, which provide positive arguments that reinforce publics original attitudes toward the organization in order to prevent attitude slippage when encountering attacks. If the supportive treatment in inoculation is comparable to the proactive image promotion strategy in crisis communication, it indirectly suggests the great potential for inoculation as an alternative proactive approach....
Proactive strategies such as image promotion have received much attention in crisis communication research. The image building approach functions s...
