Applying T.G. Page's scale for measuring base crisis response : a series of crises at the University of Missouri in fall 2015

This study extends theory in crisis communication by analyzing a series of crises that occurred at the University of Missouri (MU) in fall 2015 as a test case for applying T.G. Page's scale for measuring base crisis response. After applying the scale to seven crises that occurred at MU during the timeframe, several opportunities are identified for strengthening the reliability of the scale in evaluating a wider variety of crises. These include incorporating speed of base crisis response into the scale, more specifically defining the target audiences that should be considered when applying the scale, and the possibility of creating different objectives for crises in which continuity information is more applicable than safety information in the organization's base crisis response.