Enhancing shopping centers’ media visibility
DOI:
https://doi.org/10.31637/epsir-2024-390Keywords:
risk communication, public relations, media, shopping centres, instructional communication, format, content, organizationAbstract
Introduction: In times of crisis such as a war, pandemic or meteorological hazard, companies face a double challenge: communicating with the consumer both from a commercial point of view and communicating to the consumer the instructions to follow derived from the risk situation. This research provides a conceptual and managerial overview of the components generating media impact in times of health crisis. Methodology: First, seventeen components are identified and grouped in three dimensions: content, format and organisation. We study the communication strategy of four shopping centres during the week of the reopening of the shopping centres after the COVID-19 pandemic lockdown of March-May 2020 in Madrid, Spain. Second, 164 news stories are analysed with a panel of experts and a principal component analysis, to determine the components of communication that present higher impact on media Results: Shopping centres media visibility in times of crisis, increase by using intuitive content that generates learning and security, in a format that details instructions clearly. Conclusions: It is a must for companies to have previously worked on building credibility and brand awareness, in order get space in media during crisis periods.
Downloads
References
Almeida, F. (2021). Social movements in a time of pandemic: The case of Tech4Covid19 in Portugal. European Public & Social Innovation Review, 6(2), 51-63. https://doi.org/10.31637/epsir.21-2.4 DOI: https://doi.org/10.31637/epsir.21-2.4
Austin, L., Fisher Liu, B., & Jin, Y. (2012). How audiences seek out crisis information: Exploring the social-mediated crisis communication model. Journal of applied communication research, 40(2), 188-207. https://doi.org/10.1080/00909882.2012.654498 DOI: https://doi.org/10.1080/00909882.2012.654498
Christensen, B., & Khalil, A. (2023). Reporting conflict from afar: Journalists, social media, communication technologies, and war. Journalism Practice, 17(2), 300-318. https://doi.org/10.1080/17512786.2021.1908839 DOI: https://doi.org/10.1080/17512786.2021.1908839
Fakhruddin, B. S., Gluckman, P., Bardsley, A., Griffiths, G., & McElroy, A. (2021). Creating resilient communities with medium-range hazard warning systems. Progress in disaster science, 12, 100203. https://doi.org/10.1016/j.pdisas.2021.100203 DOI: https://doi.org/10.1016/j.pdisas.2021.100203
Fischhoff, B., Bostrom, A., & Quadrel, M. J. (1993). Risk perception and communication. Annual review of public health, 14(1), 183-203. https://bit.ly/3VGJI0W DOI: https://doi.org/10.1146/annurev.pu.14.050193.001151
Fulgoni, G. M., Pettit, R., & Lipsman, A. (2017). Measuring the Effectiveness of Branded Content across Television and Digital Platforms. Journal of Advertising Research, 362- 367. https://doi.org/10.2501/JAR-2017-046 DOI: https://doi.org/10.2501/JAR-2017-046
Hayek, L. (2024). Media framing of government crisis communication during COVID-19. Media and Communication, 12. https://doi.org/10.17645/mac.7774 DOI: https://doi.org/10.17645/mac.7774
Hinnant, A., Len-Ríos, M. E., & Young, R. (2013). Journalistic use of exemplars to humanize health news. Journalism Studies, 14(4), 539-554. https://doi.org/10.1080/1461670X.2012.721633 DOI: https://doi.org/10.1080/1461670X.2012.721633
Ho, C. W. L. (2024). Health and data equity in public health emergency risk and crisis communication (PHERCC). The American Journal of Bioethics, 24(4), 102-104. https://doi.org/10.1080/15265161.2024.2308156 DOI: https://doi.org/10.1080/15265161.2024.2308156
Kantar (2020). Media Reactions 2020. https://insightsspain.kantar.com/Media_Reactions_2020
Kantar Media Intelligence (2020) Data set: news related to shopping centres in Madrid in June 2020. Kantar Media UK Ltd. https://www.kantar.com/es/expertise/analytics
Kuşay, Y. (2017). The communication strategies of shopping centers in proactive and reactive crisis communication. International Journal of Social Sciences and Education Research, 3(2), 379-396. https://dergipark.org.tr/en/download/article-file/254092
Liu, B. F., Austin, L., & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source. Public Relations Review, 37(4), 345-353. https://doi.org/10.1016/j.pubrev.2011.08.004 DOI: https://doi.org/10.1016/j.pubrev.2011.08.004
Laskin, A. V. (2012). Public relations scales: advancing the excellence theory. Journal of Communication Management. https://doi.org/10.1108/13632541211278996 DOI: https://doi.org/10.1108/13632541211278996
Lohiniva, A. L., Sane, J., Sibenberg, K., Puumalainen, T., & Salminen, M. (2020). Understanding coronavirus disease (COVID-19) risk perceptions among the public to enhance risk communication efforts: a practical approach for outbreaks, Finland, February 2020. Eurosurveillance, 25(13), 2000317. https://bit.ly/45GaICn DOI: https://doi.org/10.2807/1560-7917.ES.2020.25.13.2000317
Masip, P., Caballero, C. R., & Suau, J. (2021). News consumption and COVID-19: Social perception. European Public & Social Innovation Review, 6(1), 29-41. https://doi.org/10.31637/epsir.21-1.3 DOI: https://doi.org/10.31637/epsir.21-1.3
McNeish, J. E. (2020). Retail Signage During the COVID-19 Pandemic. Interdisciplinary Journal of Signage and Wayfinding, 4(2), 67-89. https://doi.org/10.15763/issn.2470-9670.2020.v4.i2.a64 DOI: https://doi.org/10.15763/issn.2470-9670.2020.v4.i2.a64
Muñoz, M. A., Gantiva, C., & Ciria, L. F. (2016). Respuestas faciales ante imágenes de advertencia de tabaco. Acción Psicológica, 13(1), 21-30 https://doi.org/10.5944/ap.13.1.17414 DOI: https://doi.org/10.5944/ap.13.1.17414
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.05.036 DOI: https://doi.org/10.1016/j.jbusres.2020.05.036
Puyod, J. V., & Charoensukmongkol, P. (2021). Effects of workplace rumors and organizational formalization during the COVID-19 pandemic: a case study of universities in the Philippines. Corporate Communications: An International Journal. https://doi.org/10.1108/CCIJ-09-2020-0127 DOI: https://doi.org/10.1108/CCIJ-09-2020-0127
Russell, C. A., Swasy, J. L., Russell, D. W., & Engel, L. (2017). Eye-tracking evidence that happy faces impair verbal message comprehension: The case of health warnings in direct-to-consumer pharmaceutical television commercials. International Journal of Advertising, 36(1), 82-106. https://doi.org/10.1080/02650487.2016.1196030 DOI: https://doi.org/10.1080/02650487.2016.1196030
Sandman, P. M., & Lanard, J. (2003). Risk communication recommendations for infectious disease outbreaks. World Health Organisation SARS Scientific Research Advisory Committee, Geneva, Switzerland. https://psandman.com/articles/who-srac.htm
Sellnow, T. L., Sellnow, D. D., Lane, D. R., & Littlefield, R. S. (2012). The value of instructional communication in crisis situations: Restoring order to chaos. Risk Analysis: An International Journal, 32(4), 633-643. https://doi.org/10.1111/j.1539-6924.2011.01634.x DOI: https://doi.org/10.1111/j.1539-6924.2011.01634.x
Valenzuela, S., Piña, M., & Ramírez, J. (2017). Behavioural effects of framing on social media users: How conflict, economic, human interest, and morality frames drive news sharing. Journal of Communication, 67(5), 803-826. https://doi.org/10.1111/jcom.12325 DOI: https://doi.org/10.1111/jcom.12325
Van der Meer, T. G., Verhoeven, P., Beentjes, J. W., & Vliegenthart, R. (2017). Disrupting gatekeeping practices: Journalists’ source selection in times of crisis. Journalism, 18(9), 1107-1124. https://doi.org/10.1177/1464884916648095 DOI: https://doi.org/10.1177/1464884916648095
Trilling, D., Tolochko, P., & Burscher, B. (2017). From newsworthiness to shareworthiness: How to predict news sharing based on article components. Journalism & Mass Communication Quarterly, 94(1), 38-60. https://doi.org/10.1177/1077699016654682 DOI: https://doi.org/10.1177/1077699016654682
Wang, Y., Hao, H., & Platt, L. S. (2021). Examining risk and crisis communications of government agencies and stakeholders during early-stages of COVID-19 on Twitter. Computers in human behavior, 114, 106568. https://doi.org/10.1016/j.chb.2020.106568 DOI: https://doi.org/10.1016/j.chb.2020.106568
Watson, T. (2013). Advertising value equivalence—PR's orphan metric. Public Relations Review, 39(2), 139-146. https://doi.org/10.1016/j.pubrev.2012.11.001 DOI: https://doi.org/10.1016/j.pubrev.2012.11.001
Xu, J. (2020). Does the medium matter? A meta-analysis on using social media vs. traditional media in crisis communication. Public Relations Review, 46(4), 101947. https://doi.org/10.1016/j.pubrev.2020.101947 DOI: https://doi.org/10.1016/j.pubrev.2020.101947
Yoon, T. H., & Choi, Y. J. (2016). The Influence of Physical Environment on Buying-Risk Perception: Customers at Franchise Korean-Restaurant. Culinary Science & Hospitality Research, 22(1), 153-164. https://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE06608189 DOI: https://doi.org/10.20878/cshr.2016.22.1.017017017
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ana Pedreño-Santos
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Non Commercial, No Derivatives Attribution 4.0. International (CC BY-NC-ND 4.0.), that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
