Optimization of spokespersons use of voice in crisis communication

Size: px

Start display at page:

Download "Optimization of spokespersons use of voice in crisis communication"

Griselda Allen
5 years ago
Views:

1 Optimization of spokespersons use of voice in crisis communication Aurélie De Waele KU Leuven Belgium Supervisor: Prof. Dr. An-Sofie Claeys KU Leuven Belgium Co-supervisor: Prof. Dr. Verolien Cauberghe Ghent University Belgium

2 Verbal aspects (crisis response strategies) Timing (stealing thunder) Emotions Emotional crisis communication Social media

3 Nonverbal communication Crisis communication via audio(visual) media Radio Television YouTube Social media Corporate videos

emotional expressions Voice pitch (Arpan, 2002;

4 Nonverbal crisis communication Ethnicity Facial features Visual expressions of power Facial emotional expressions Voice pitch (Arpan, 2002; Claeys & Cauberghe, 2014; Gorn et al., 2008; Ten Brinke & Adams, 2015)

5 VOCAL CUES 1 experiment INTERPLAY BETWEEN VOCAL AND VISUAL CUES EMOTIONS IN PRACTICE Content analysis In-depth interviews

6 VOCAL CUES 1 experiment INTERPLAY BETWEEN VOCAL AND VISUAL CUES EMOTIONS IN PRACTICE Content analysis In-depth interviews

7 VOCAL CUES 1 experiment Vocal cues have a significant influence on the perception of a person (e.g., Apple, Streeter, & Krauss, 1979; Imhof, 2010; Martín-Santana et al., 2015; Sporer & Schwandt, 2006: Tigue et al., 2012) Dominance Attractiveness Credibility Competence Nervousness Voice pitch Voting behavior Advertising effectiveness Credibility Competence Speech rate Sales performance Advertising effectiveness

8 Experiment 1 VOCAL CUES 1 experiment Voice pitch: Low vs. high Speech rate: Slow vs. fast Crisis response strategy: Deny vs. apology

9 De Waele, A., Claeys, A.-S., & Cauberghe, V. (2017). The organizational voice: The importance of voice pitch and speech rate in organizational crisis communication. Communication Research, Experiment 1 VOCAL CUES 1 experiment Voice pitch and speech rate affect post-crisis reputation Only when organization uses an apology Existing crisis communication models about crisis response strategies should not neglect the role of nonverbal communication Most effective combinations High pitch fast speech rate Low pitch slow speech rate Recommendations about separate cues cannot simply be combined and applied without specific attention for the interaction between cues

10 VOCAL CUES 1 experiment INTERPLAY BETWEEN VOCAL AND VISUAL CUES EMOTIONS IN PRACTICE Content analysis In-depth interviews

11 Visual bias? INTERPLAY BETWEEN VOCAL AND VISUAL CUES (Burgoon, Blair, & Strom, 2008) Experiment 1 Experiment 2 Visual cues Deceptive vs. non-deceptive Visual cues Deceptive vs. non-deceptive Vocal cues Speech disturbances vs. no speech disturbances Vocal cues High voice pitch vs. low voice pitch

Experiment 1 & 2 INTERPLAY BETWEEN VOCAL AND VISUAL CUES Visual cues of deception: Decreased credibility More negative attitudes and behavior Vocal cues of deception: Only effects when visual cues of

12 Experiment 1 & 2 INTERPLAY BETWEEN VOCAL AND VISUAL CUES Visual cues of deception: Decreased credibility More negative attitudes and behavior Vocal cues of deception: Only effects when visual cues of deception are present Nonverbal cues affect credibility, attitudes and behavior People rely more on visual cues to form their perception Visual cues influence the perception of vocal cues De Waele A., Claeys A.-S., Cauberghe V., & Fannes G. (in press). Spokespersons' nonverbal behavior in times of crisis: The relative Importance of visual and vocal cues. Journal of Nonverbal Behavior.

13 VOCAL CUES 1 experiment INTERPLAY BETWEEN VOCAL AND VISUAL CUES EMOTIONS IN PRACTICE Content analysis In-depth interviews

14 Experiment 1 EMOTIONS Sadness in a verbal crisis response reduces crisis damage (e.g., Kim & Cameron, 2011) Sadness can also be expressed vocally (Murray & Arnott, 1993) Sadness in the voice increases empathy towards speaker ó decreases perceptions of powerfulness of speaker (Hareli, David, & Hess, 2016; Hawk, Fischer, & Van Kleef, 2012) Empathy towards a =.77 * the CEO b =.39 * Emotions in the voice (1 = neutral, 2 = sad) c = -.07 ns Attitude towards the organization Perceived powerfulness a = -.75 * b =.25 of the CEO *

15 Experiment 2 EMOTIONS Crisis stage as moderating factor (Claeys & Cauberghe, 2014; Sturges, 1994) During the crisis: ab =.42 *, SE =.13 Aftermath of the crisis: ab =.39 *, SE =.15 a =.84 * Empathy towards the CEO b =.54 * Emotions in the voice (1 = neutral, 2 = sad) c = -.03 ns Attitude towards the organization a = -.94 * Perceived powerfulness of the CEO b =.64 * During the crisis: ab = -.37 *, SE =.11 (Aftermath of the crisis: ab = -.13 ns, SE =.10)

16 VOCAL CUES 1 experiment INTERPLAY BETWEEN VOCAL AND VISUAL CUES EMOTIONS IN PRACTICE Content analysis In-depth interviews

of perceived deception (gaze aversion, speech errors, and

17 IN PRACTICE Content analysis In-depth interviews Content analysis of 160 audiovisual crisis responses Nonverbal cues of perceived deception (gaze aversion, speech errors, and speech hesitations) Situational factors (crisis type, source, and format)

18 Results content analysis IN PRACTICE Content analysis In-depth interviews Great individual differences between speakers concerning the use of nonverbal cues of deception Cues of deception were mainly displayed: by individuals in crisis during interviews rather than press conferences or corporate videos in the case of preventable crises Importance of media training and preparation Choice of format can minimize nonverbal cues of deception Crisis that is already most harmful for an organization more likely to cause extra damage by worse nonverbal communication Especially speech errors prone to be influenced by situational factors De Waele A., & Claeys A.-S. (2017). Nonverbal cues of deception in audiovisual crisis communication. Public Relations Review, 43 (4),

communication are given by media trainers to prepare organizational spokespersons?

19 IN PRACTICE Content analysis In-depth interviews 17 in-depth interviews with Belgian media trainers è Which recommendations regarding verbal, visual, and vocal crisis communication are given by media trainers to prepare organizational spokespersons? è What is the relative importance of verbal, visual, and vocal cues in media training of spokespersons?

20 IN PRACTICE Content analysis In-depth interviews Several recommendations from research are applied in media training e.g., keep eye contact and speak with a low voice pitch to increase credibility Several relevant academic findings are not yet addressed in media training e.g., strategic use of nonverbal cues to increase perceptions of dominance and emotional communication competence, Several recurring themes in the recommendations from media training should be examined in future research e.g., bridging technique, background, appearance, dialect, distractive cues Media trainers consider nonverbal communication important, but verbal aspects receive more attention in media training cf. importance of authenticity, sensitivity and difficulty of training nonverbal cues

Nonverbal cues in crisis communication affect: Credibility of, empathy towards, and powerfulness of spokesperson Attitudes, reputation, behavior towards the organization Different

21 Nonverbal cues in crisis communication affect: Credibility of, empathy towards, and powerfulness of spokesperson Attitudes, reputation, behavior towards the organization Different vocal aspects have an impact: Voice pitch, speech rate, speech disturbances, cues of deception, vocal emotions Visual cues > vocal cues Academic findings practice Implications for theory

Conclusions for practice Audiovisual media popular for

useful Recommendations: High pitch - fast speech rate /

of deception Spokespersons should not be afraid to

22 Conclusions for practice Audiovisual media popular for crisis communication Media training and vocal coaching is useful Recommendations: High pitch - fast speech rate / Low pitch - slow speech rate Avoid visual and vocal cues of deception Spokespersons should not be afraid to express emotions in their voice Special attention to speech errors

23 Aurélie De

When to Say What During Crisis Situations: Experimental Tests of the Situational Crisis Communication Theory (SCCT) and Stealing Thunder

When to Say What During Crisis Situations: Experimental Tests of the Situational Crisis Communication Theory (SCCT) and Stealing Thunder An-Sofie Claeys (PhD Candidate) Royal Military Academy Av. De la