Onderzoeksartikel

Negatief in het nieuws: een experimenteel onderzoek naar de invloed van negatieve publiciteit op het bedrijfsimago

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Abstract

In an experimental study, the following three questions were answered: 1. What are the effects of negative publicity on corporate image? 2. Does the manner of news reporting have an effect? 3. How long do any such effects last? Results show that corporate image is seriously damaged by negative publicity. In addition, readers turn out to be sensitive to the tone of certainty with which accusations are expressed: the more categorical the accusations are, the more damage there is to the corporate image. More than two weeks after the reading of the accusation, damage to the image is still present. These results justify relegating sayings like ‘Any publicity is good publicity’ and ‘Yesterday’s paper is good for nothing but wrapping fish in’ to the dustbin.

How to Cite:

Hoeken, H. & Renkema, J., (1997) “Negatief in het nieuws: een experimenteel onderzoek naar de invloed van negatieve publiciteit op het bedrijfsimago”, Tijdschrift voor Communicatiewetenschap 25(2), 98–115.