Managing a health crisis on Facebook: How the response strategies of apology, sympathy, and information influence public relations

Through an online survey with Internet users, this study evaluated the crisis response strategies communicated on Facebook and their impact on a hospital's reputation, credibility, as well as stakeholder trust and behavioral intentions. The findings indicate that public relations practitioners should avoid posting sympathetic Facebook posts during a health crisis since they might further damage the image of the affected organization. Conversely, undertaking a proactive approach by posting informative messages can prove more advantageous. The practical implications of the results are discussed.