Crisis communication and corporate social responsibility
: a case study on IHG Hotels & Resorts and what organizations can learn from Covid-19

  • Maximiliane Fuchs (Student)

Student thesis: Master's Thesis

Abstract

The present study is to be located in the research fields of crisis communication, corporate social responsibility communication, and organizational change. By conducting a case study research on the crisis communication strategy of the Intercontinental Hotels Group, implemented during the COVID-19 crisis, this study aims to find out how an organization’s in-depth knowledge about its stakeholders, their expectations and overall profile, can help to improve crisis communication, prevention, preparedness and long-term sustaining business. The case study research is informed by a qualitative document analysis (QDA), conducted on content from IHG’s website, its CSR reports and social media presence, which has been coded, categorized and analysed with a focus on answering the main research question “How did IHG engage stakeholders in its COVID-19 related crisis communication and what can be learnt from it?”. The discussion of the analysis results leads to the conclusion that IHG as an organization in crisis, is aware about the importance of its stakeholders to maintain steady business and reputation, but still fails to know its stakeholders well enough to communicate to them over the right information channels. The study ends with recommendations for future research on the topic and a personal professional outlook in the context of adding value to the future of organizational crisis communication.
Date of Award15 Feb 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMaria Romba (Supervisor)

Designation

  • Mestrado em Ciências da Comunicação

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