Preparedness versus paranoia : examining the effects of over-communicating crisis preparedness messages

Communication plays a vital role in the crisis management plans of organizations. However, research has shown that overly stressing a threat may lead to undesirable outcomes such as desensitization and paranoia. This concept, however, has been under-studied and -emphasized in the crisis communication field, where the focus has been mainly on how to enhance the effectiveness of communication in eliciting desired outcomes. Addressing this gap, this study sets out to test an adaptation of the Extended Parallel Process Model (EPPM), which the authors have modified to capture the possible negative effects of repeating and intensifying preparedness messages. The new model was empirically tested in an experimental context of an impending flu pandemic, suggesting that crisis communication strategists should not only be concerned with conveying a threat; they should also be careful not to over-communicate.Bachelor of Communication Studie