ISSN: 2222-6990
Open access
In crisis situations, public trust in information sources is crucial. While expertise is important for professionalism and technical accuracy, trustworthiness is fundamental for effective crisis communication. These insights underscore the need for careful selection of credible sources. Organizations must prioritize choosing reliable sources and providing high-quality information that builds trust. This approach not only enhances public engagement but also helps protect their reputation during crises. This study is critically important in today’s fragmented, hyper-mediated information landscape, where trust in institutions and media is eroding globally. In times of crisis, trustworthiness becomes a strategic imperative rather than a mere “soft” asset. Organizations and institutions that emphasize transparency, empathy, and consistent communication are better equipped to handle crises, maintain stakeholder loyalty, and reduce long-term reputational damage. A narrative literature review was used in this article to highlight the significance of source credibility in strategic communication specialism. The findings revealed that source credibility plays a significant role in shaping positive message behavior. This concept remains underexplored in strategic communications. The complexity of the digital, human, and corporate information space requires heightened attention from scholars regarding source credibility. In the era preceding digitalization, individuals had access to a restricted array of sources for acquiring information and risk messages. The advent of the Internet has substantially altered the quantity and character of available sources, prompting a revival of scholarly interest in source credibility. Source credibility is essential in crisis and strategic communication, yet its role in enhancing the acceptability and believability of information remains underexplored, particularly in the age of social media. This concept, however, has posed challenges in terms of precise definition and operationalization. This present article posits that source credibility, rather than being viewed as a variable, should be construed as a domain of research concerned with the impact of sources on communicative outcomes, encompassing shifts in attitudes and, more recently, the processing of misinformation. Regrettably, there is a dearth of research on the conditions under which sources wield influence. In a crisis, stakeholders seek reassurance more than expertise or technical knowledge. They want information from trusted sources, not just experts. Distrust can quickly undermine even the best advice provided by experts or professionals.
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