Decomposing issue patterns in crisis communication: the case of the lost airliner

This research explores the relation between a crisis and public discussion on related issues. In organisational crisis communication a single-issue strategy is often proposed. Such a strategy, however, may not be adequate in complex crises where the crisis lifecycle is likely to encompass shorter lifecycles of issues that generate attention. Decomposing the online crisis debate into a pattern of issues supports understanding of public perceptions, and hence of crisis response and communication. This is investigated through an analysis of Facebook posts prompted by the loss of Malaysia Airlines flight MH370 in 2014. The analysis shows that during the crisis a variety of related issues arose that became topics of public debate. Compassion for victims dominated in the early stages of the crisis, while later on reputation- related issues took over. The insights gained help in understanding the results of social media monitoring during complex organisational crises and facilitate organisational decision making.