Putting empathic feelings into words during times of crisis: The impact of differential verbal empathy expressions on organizational reputation

Organizations in crisis should, above all, demonstrate compassion, concern, and empathy to relieve psychological distress among their stakeholders. In addition, a display of empathy can mitigate reputational damage as well. But how can an organization in crisis put expressions of empathy into words? This study examines three distinct manners to verbally express empathy (i.e., claiming vs. demonstrating understanding; cognitive vs. affective empathy; intensified vs. unintensified verbal expression of empathy) and explores their impact on the post-crisis reputation through three experimental studies. The first two studies also examine the crisis type as a potential boundary condition. The results confirm that an expression of empathy can help protect an organization’s reputation, during both a victim crisis and a preventable crisis. When an organization expresses empathy for those who suffer from a crisis, the public may in turn experience empathic concern towards the organization, which helps to alleviate reputational damage. The positive effect of empathy expressions differs, however, depending on the way in which it is verbally articulated. •Verbal expressions of empathy in crisis communication reduce reputational damage.•An expression of empathy triggers empathy from the public with the organization.•The impact of empathy expressions depends on how they are verbally articulated.•Expressing empathy is important irrespective of the crisis type.