More than just a family affair? The preventive effect of privatized CEO communication on the perception of an organization in crisis

Purpose This study examines the role of CEO communication in effective crisis management. Specifically, it examines whether the communication of private information about a CEO can create a positive pre-crisis image that serves as a buffer during actual crises. Design/methodology/approach This study uses a 2x2 experimental design to analyze the effect of CEO communication (private information vs no private information) on pre-crisis image and its effectiveness in different types of crises (victim crisis vs preventable crisis). Findings The results of this research show that the communication of private information about a CEO contributes to the improvement of public image perceptions when a crisis occurs. This effect is influenced by the recipient’s identification with the organization as well as perceptions of empathy and competence toward the CEO. Notably, stronger effects are observed in the context of a victim crisis. Originality/value This study contributes to the field by highlighting the importance of CEO communication in crisis management and its potential to proactively build a positive pre-crisis image. In addition, it examines how this mechanism varies by crisis type, providing valuable insights for crisis communication strategies.