Degree Name

Master of Arts (MA)

Semester of Degree Completion


Thesis Director

Matthew J. Gill


Crisis is constantly lurking in the shadows for organizations, and leaders must be prepared to respond when it strikes. Traditional organization-stakeholder communication models have largely relied on one-way frameworks, but the advent and widespread adoption of social media is changing the way organizations and stakeholders interact. This project explores how one organization, Consolidated Edison, utilized Twitter to communicate dialogically with stakeholders during the 2012 Superstorm Sandy crisis. Analysis focuses on how the organization's use of dialogue and Sturges' (1994) instructing and adjusting information tactics helped mitigate negative backlash from stakeholders throughout the crisis. Theoretical and practical implications for public relations and crisis communication are discussed, and future research directions are presented.