Strategic Crisis Communication Theory

339 views
261 views

Published on

For IEM presentation http://bit.ly/AD9xya

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
339
On SlideShare
0
From Embeds
0
Number of Embeds
25
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Strategic Crisis Communication Theory

  1. 1. Lost Missiles, Lost Messages Understanding Attribution Theory and Strategic Crisis Communication Theory A supplement to a presentation on crisis communication http://bit.ly/AD9xya
  2. 2. Attribution Theory • Attribution Theory states that “people assign responsibility for negative, unexpected events” -Timothy Coombs • Organizations monitor how stakeholders assign responsibility – Level of perceived responsibility dictates how an organization should respond • Three main considerations for gauging attribution: – Prior reputation/credibility – Crisis history – Type of crisis
  3. 3. Types of Crises • Strategic Crisis Communication Theory states there are three types of crisis: – Victim • Organization is the victim of some act • Tylenol employee adding cyanide to bottles • Low crisis responsibility – Accidental • Natural disaster, plant fire, etc. • Low crisis responsibility – Preventable • Human error • Exxon Valdez oil spill • Highest level of crisis responsibility
  4. 4. Determining Crisis Response Strategy • Preventable crises require most aggressive crisis communication response – Admit to mistake • Maj. Gen. Newton: “This was an unacceptable error…” • Personnel relieved of duty • We’ll make it right – Apologize • Newton: This was “an isolated incident involving a limited number of airmen.” • Distanced Air Force from error – Newton’s standoffishness did not contribute to transparency

×