Comprising or Compromising Credibility? : Use of Spokesperson Quotations in News Releases Issued by Major Health Agencies

Abstract

As audiences may increasingly question source credibility during crisis following situations following recent misinforming efforts such as FEMA’s staged press conference, the use of spokesperson quotations in press releases deserves greater scrutiny, particularly in the context of relaying health information. This study analyzes use of direct quotations in avian flu press releases issued by leading health agencies to reveal the nature of quotes and use of sources. Findings reveal unique considerations with respect to issuing public directives, communicating unknowns while quelling uncertainty, and balancing use of sources external and internal to the organization, all while preserving spokesperson and organizational credibility.