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REINING IN RUMORS
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DOI：10.1016/0090-2616(94)90087-6.png)
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摘要
En 中文
How should an organization deal with ugly and potentially damaging rumors? Deny the rumors completely? Counter with accurate information? Take a ''no comment'' position until the air dears? Public relations experts seldom agree on the best course. On the other hand, managers who take the time to understand how and why rumors develop have an advantage in developing strategies to control rumors. In this article, the authors first summarize research in rumor theory, showing how rumors develop and spread, feeding on concerns of ''collective interest'' within a group. Next, the authors draw on their own research to show how managers can apply various aspects of rumor theory to control rumors. All rumors, the authors explain, go through three stages: generation, evaluation, and dissemination. At the generation stage, a newly formed rumor feeds on the anxieties and insecurities within a group. Consequently, the most effective rumor control tactics use communications that reduce anxiety and confirm any aspect of the rumor that may have a grain of truth. At the evaluation stage, the most effective methods focus on reducing the rumor's credulity, on building trust, and on refuting the rumor with appropriate spokespersons. At the dissemination stage, the organization may chose to ignore those rumors that are patently absurd. ''Town meetings'' and other public forums are effective at all stages. Those organizations that use 'rumor sonar''-i.e., individuals with inside access to the rumor grapevine-have a clear advantage in monitoring and neutralizing false rumors.
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