When trust is tested: New research call will examine integrity during crises

Integrity has long been viewed as a foundational organizational principle and has been a key focus of the Page Center since its founding. Researchers are increasingly examining how integrity can both shield organizations from crisis damage and magnify stakeholder backlash when organizations violate their own values. To understand this growing field of research, the Page Center is seeking proposals for research projects that examine the interplay of integrity and crisis communication.

The call is part of the Center’s Page/Johnson Legacy Scholar Grant program, which annually supports scholars and professionals whose research contributes to academic literature and builds professional understanding of key issues.

The senior research fellows leading this call are Tim Coombs, senior partner at the Center for Risk Communication, and Yan Jin, C. Richard Yarbrough Professor in Crisis Communication Leadership and director of the University of Georgia’s Crisis Communication Think Tank. Both senior research fellows are internationally recognized for their contributions to crisis communication research and practice.

“The opportunity to blend integrity with crisis communication offered in this year’s grants is thrilling,” Coombs said. “The Page Center is giving integrity a chance to move from the shadows to the spotlight in crisis communication. The potential for new insights is incredible.”

Scholars interested in submitting a proposal can learn more about the submission process on the Page Center website. Potential research topics include, but are not limited to: whether a reputation for integrity can help organizations withstand crises, how integrity-based crises differ from those caused by mistakes or accidents, and what strategies can help rebuild trust after a crisis.

Other potential research areas include the role of integrity in crisis preparedness, organizational resilience and stakeholder well-being.

“Integrity defines an organization’s character and determines how its true colors show, especially under high pressure,” Jin said. “We look forward to our collective work advancing the knowledge of integrity across academia and industry.”

Rooted in this research call is the Page Principle “Manage for Tomorrow,” which encourages communicators and leaders to “anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.”

Jin added, “Integrity is a keystone for the new architecture of ‘Managing for Tomorrow’ and the rock for public communication in times of disruption and uncertainty. It requires leadership thinking and action grounded in the mindset of readiness.”

Since 2004, the Page Center has funded hundreds of projects tackling critical issues in public communication. Research themes vary from year to year, but the Center consistently supports academic exploration into timely topics that build an understanding of principles and practices employed in public communication today.

“During times of crisis, trust is absolutely vital when engaging stakeholders, and it’s ultimately how stakeholders will evaluate the organization when the crisis is over,” said Page Center research director Holly Overton. “Supporting research that examines how integrity can strengthen an organization during challenging times but can also reveal vulnerabilities is a tremendously timely opportunity for scholars in this field.”

Funded researchers are named Page Center Legacy Scholars. Their work is presented and promoted in many areas, including the Page Center website and at the Center’s Research Roundtables, which are twice-annual sessions with the Center’s advisory board and senior research fellows. Funded research teams can also submit manuscripts for consideration as part of a special issue of the journal Business Horizons.

“Leaders often tell us that organizations can spend years building trust, but if a crisis is mismanaged, they can lose that trust in an instant,” said Page Center director Denise Bortree. “By understanding how integrity can influence stakeholder perceptions before, during and after a crisis, we can provide the insights to help organizations maintain and rebuild trust when it matters most.”

Visit the Page Center website for a full description of the call and the proposal process. All application materials must be submitted through Scholastica by Jan. 15, 2027.