Stormy weather: testing "stealing thunder" as a crisis communication strategy to improve communication flow between organizations and journalists

An experiment was conducted to examine the effectiveness of a highly proactive approach to crisis communication called "stealing thunder." Reporters and journalism students were asked to read one of two fictitious crisis scenarios: one in which the organization's public relations practitioner stole thunder (broke the news about the crisis) by contacting the journalist, and one in which the journalist learned about the crisis from another party. When the organization stole thunder, journalists rated the practitioner as more credible, but also indicated greater interest in the story. No differences were found across the two conditions in terms of perceptions of crisis severity or framing in reporters' news leads. Implications for crisis communication and the ongoing journalist-practitioner relationship are discussed. (C) 2003 Elsevier Inc. All rights reserved.