Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory

Crisis managers benefit from understanding  how crisis communication can be used to protect  reputational assets during a crisis. Situational  Crisis Communication Theory (SCCT) offers  a framework for understanding this dynamic.  SCCT provides a mechanism for anticipating  how stakeholders will react to a crisis in terms  of the reputational threat posed by the crisis.  Moreover, SCCT projects how people will  react to the crisis response strategies used  to manage the crisis. From its empirical  research emerges a set of evidence-based crisis  communication guidelines. The development of  SCCT is discussed along with the presentation  of its guidelines for crisis communication.



Read more for crisis communication

Source:  Timothy Coombs