Influence of Strategic Crisis Communication on Public Perceptions during Public Health Crises: Insights from YouTube Chinese Media

Crisis communication plays a crucial role in preserving the national reputation during significant national crises. From the perspective of Situational Crisis Communication Theory (SCCT), this research paper analyzed over 1,790,816 YouTube comments from Chinese-speaking audiences, using sentiment analysis alongside the Difference-in-Differences (DiD) model, in order to investigate the influence of strategic crisis communication on public perceptions during public health crises. The study findings indicate that during this public health crisis, YouTube Chinese media, whose audience mainly consists of overseas Chinese-speaking users, primarily incorporated the enhancing strategies, succeeded by the diminish strategies, with limited application of deny strategies, while the use of rebuild strategies was virtually absent in this context. In addition, the research analysis confirms that Chinese media effectively increased the public's positive perceptions of crisis events through crisis communication. Particularly, enhancing strategies proved most effective in improving public perceptions, followed by diminish strategies. In contrast, deny strategies failed to influence public perceptions of the crisis, and rebuild strategies demonstrated a negative impact on public perception. Thus, the research findings of this paper extend essential insights for effectively managing potential public health crises in the future.