Antifragile Crisis Communication: An Exploratory Study
DOI:
https://doi.org/10.7433/s125.2024.07Keywords:
antifragility, crisis communication, uncertainty, strategic communicationAbstract
Purpose of the paper: This paper explores the concept of antifragility and its application to crisis communication in the contemporary business environment marked by perpetual disruptions and uncertainty.
Methodology: Qualitative research methodology was employed, involving 22 in-depth interviews with industry professionals. Data was analyzed using grounded theory and theories-in-use approaches.
Findings: The study identifies six critical factors for antifragile crisis communication: experimentation, option generation, stress, redundancy, subtraction, and creativity. These factors contribute to an organization's ability to thrive in the face of ongoing disruptions, aligning with the principles of antifragility.
Research limits: The research is based on qualitative data from a specific set of participants and may not be fully generalizable. Further quantitative research could validate these findings.
Practical implications: Organizations can enhance their crisis communication strategies by integrating the identified factors, promoting adaptability, and leveraging uncertainty to thrive in the new business environment.
Originality of the paper: This research offers a novel perspective by applying antifragility principles to crisis communication, bridging the gap in existing literature and providing valuable insights into managing crises in the contemporary business landscape.
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