Managing Reputation in a Crisis: How Communication Channels Impact Trust

Purpose: The aim of this study was to explore on how to manage a reputation in a crisis and how communication channels impact trust. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low-cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to managing reputation in a crisis and how communication channels impact trust. Preliminary empirical review revealed that the effectiveness of using multimedia channels, such as video and infographics, in crisis communication and had enormous impact on trust. Multimedia formats were found to enhance comprehension and trust in crisis messages. Recommendations: Situational Crisis Communication Theory (SCCT), Communication Accommodation Theory (CAT) and Information-Motivation-Behavioral Skills Model (IMB Model) may be used to anchor future studies on how to manage a reputation in a crisis using communication channels to impact trust. The integration of multimedia elements, such as videos, infographics, and visual aids, into crisis communication strategies should be considered. Visual content enhances stakeholder comprehension and fosters trust in the information conveyed. Internal communication channels should not be underestimated, particularly in maintaining trust among employees. In times of crisis, employees can serve as powerful advocates or detractors based on their perception of the organization's actions and transparency.