The Effects of Organization—Public Relationship Types and Quality on Crisis Attributes

Research on organization—public relationships (OPR) has been receiving extensive attention on the research agenda. The aim of this study is to assess the effects of OPR types that Hung developed on attribution of crisis responsibility through the mediation of OPR quality, based on Coombs and Holladay's situational crisis communication theory. Facebook was the studied organization in a survey for this research. Results showed OPR types affect OPR quality. Mutual communal OPRs positively affect all four relational outcomes of OPRs. The significant effects of OPR types and OPR quality on attribution of crisis responsibility to the organization were not found. Theoretical and practical implications are suggested.