Expanding Crisis Communication Theory: A Grounded Theory Analysis of George Mason University’s Covid-19 Crisis Communication Strategy

Melanie Balog

Advisor: Kevin B Wright, PhD, Department of Communication

Committee Members: Xiaomei Cai, Melissa Broeckelman-Post

Horizon Hall, #5225
April 16, 2025, 12:30 PM to 02:30 PM

Abstract:

Crisis communication was essential during the COVID-19 pandemic. By analyzing one public university’s crisis communication response using grounded theory methodology, this study attempts to define the hallmarks of the university’s successful communications and inform future crisis communication efforts. Informed by Situational Crisis Communication theory (SCCT), the Extended Parallel Process Model (EPPM), the Crisis and Emergency Risk Communication Model (CERC) and the Socio Ecological Model (SEM), the study looks to further refine guidance for crisis communication practitioners. Using a mixed methods approach, with interviews with leaders who shaped the university’s communication during the crisis and an analysis of email messages sent to the campus community, the research yields a model known as  the Sense of Shared Purpose model. The study provides guidance for future crisis communication applications.

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