Situational Crisis Communication Theory Why is it needed? What is it? How is it used?

Why is SCCT needed? High stakes of managing crises. Too much case study research. Need to “test” recommendations. Need for integration of findings. Evidence based management.

High stakes of managing crises.

Too much case study research.

Need to “test” recommendations.

Need for integration of findings.

Evidence based management.

Roots of SCCT Rhetorical approach Response strategies Attribution theory Attribute blame for negative events

Rhetorical approach

Response strategies

Attribution theory

Attribute blame for negative events

Focus Match selection of crisis response to needs of the situation Responsibility for crisis Taking responsibility for the crisis

Match selection of crisis response to needs of the situation

Responsibility for crisis

Taking responsibility for the crisis

Three Types Responses Instructing information Adjusting information Reputation repair

Instructing information

Adjusting information

Reputation repair

Instructing Information Help people cope physically with the crisis. How to protect themselves First concern

Help people cope physically with the crisis.

How to protect themselves

First concern

Adjusting Information Help people cope psychologically with a crisis Concern/sympathy Correctives

Help people cope psychologically with a crisis

Concern/sympathy

Correctives

Reputation Repair Match to situation Level of reputation threat Primarily a function of crisis responsibility

Match to situation

Level of reputation threat

Primarily a function of crisis responsibility

Reputation Threat Base is the crisis type Victim Accidental Intentional Intensifiers Crisis history Prior reputation/relationship history

Base is the crisis type

Victim

Accidental

Intentional

Intensifiers

Crisis history

Prior reputation/relationship history

The Match Greater threat to the reputation More response must be perceived to take responsibility

Greater threat to the reputation

More response must be perceived to take responsibility

No Default to Apology Overreaction can cause stakeholder concern. Overreaction is expensive. Overreaction does not increase protection/repair of the reputation.

Overreaction can cause stakeholder concern.

Overreaction is expensive.

Overreaction does not increase protection/repair of the reputation.

Strongest Response Apology or compensation Viewed equally for taking responsibility Need for intentional crises. Need for accidental crises with Negative crisis history Negative prior reputation

Apology or compensation

Viewed equally for taking responsibility

Need for intentional crises.

Need for accidental crises with

Negative crisis history

Negative prior reputation

Other Responses Instructing and adjusting go a long way to protect/repair reputations. Excuse and justification can help with accidental crises. (Reinforces) Victimage for victim crises. Fight back against rumors and some challenges. Bolstering is supplemental. Avoid scapegoating.

Instructing and adjusting go a long way to protect/repair reputations.

Excuse and justification can help with accidental crises. (Reinforces)

Victimage for victim crises.

Fight back against rumors and some challenges.

Bolstering is supplemental.

Avoid scapegoating.

SCCT Can integrate with other crisis research based on attribution theory. Is predictive and prescriptive. Can valid recommendation—moves beyond speculation. Works as evidence based management.

Can integrate with other crisis research based on attribution theory.

Is predictive and prescriptive.

Can valid recommendation—moves beyond speculation.

Works as evidence based management.