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CHAPTER 20
The impact of terrorist attacks on
corporate public relations
Donald K. Wright
This chapter explores how the corporate communication and public relations professions
were affected by the September 11, 2001 terrorism attacks on the United States. Data
were gathered between September 2001 and March 2002 in several stages involving
both quantitative and qualitative methodologies. Results found two-thirds of the corporate
PR executives surveyed thought the events of September 11 have changed how
their companies communicate. This suggests that the terrorist attacks have had an impact
on their organization’s PR and communication function. The author explains how the
terrorist attacks have precipitated a paradigm shift advancing public relations into a more
significant role in corporate America and how company executive teams have since
become more aware of the importance of communicating openly, effectively, and in a
timely manner.
Many things have changed since September
11, 2001, when terrorists hijacked four aeroplanes
and attacked the United States destroying
the World Trade Center, causing significant
damage at the Pentagon, and killing thousands
of innocent people. Immediate emotional
reactions of horror, anger, shock,
sadness and disbelief appeared to lead to a
realization the nation was vulnerable. This, in
turn, stimulated enhanced security, increased
patriotism, renewed interest in religion, and a
greater sense of family throughout America.
Given the large publication time gap for
most scholarly articles, there is limited academic
literature discussing their impact.
However, the popular literature reports on a
number of research studies involving a variety
of general public audiences, and echoes the
reality that these terrorist attacks had a huge
impact upon American opinion. Kohut says
they ‘brought unparalleled national unity and
patriotism’, ‘elevated the importance of
nationhood’, and ‘changed the way (Americans)
view the world’. 1
A CNN/USA Today/Gallup poll conducted
on the evening of September 11 found Americans
considered the events of that day represented
‘the most tragic news event’ of their
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors