How Public and Private Universities Apologize in Scansis? A Content Analysis of Social Media Posts and User Reactions

Jingyuan (Jimmy) Kong (Ph.D. student) and GuangLun Hsiang (Ph.D. student). “How Public and Private Universities Apologize in Scansis? A Content Analysis of Social Media Posts and User Reactions.” Accepted for presentation at the International Public Relations Research Conference (IPRRC), March 5-7, 2026, Orlando, FL. Abstract: Anchored in the scansis framework and the Ethical Apology Model, this study examines how U.S. public and private universities apologize on social media when institutional misconduct involves sexual assault. Posts from official university accounts will be coded for ethical components, atonement practices, and the timing and tone of apologies. User comments will be thematically analyzed to assess perceived sincerity, moral outrage, forgiveness, and support for punitive actions toward the institution. Comparisons between public and private institutions will reveal patterns in apology strategies and audience reactions. Findings are expected to clarify when and how U.S. universities employ ethical apologies during scansis and to offer strategic guidance for public relations practitioners in higher education institutions.