Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Situational Crisis Communication Theory


Published on

Explanation of Situational Crisis Communication Theory and how it can be applied in crisis management.

Published in: Health & Medicine, Technology
  • Be the first to comment

Situational Crisis Communication Theory

  1. 1. Situational Crisis Communication Theory Why is it needed? What is it? How is it used?
  2. 2. Why is SCCT needed? <ul><li>High stakes of managing crises. </li></ul><ul><li>Too much case study research. </li></ul><ul><li>Need to “test” recommendations. </li></ul><ul><li>Need for integration of findings. </li></ul><ul><li>Evidence based management. </li></ul>
  3. 3. Roots of SCCT <ul><li>Rhetorical approach </li></ul><ul><ul><li>Response strategies </li></ul></ul><ul><li>Attribution theory </li></ul><ul><ul><li>Attribute blame for negative events </li></ul></ul>
  4. 4. Focus <ul><li>Match selection of crisis response to needs of the situation </li></ul><ul><ul><li>Responsibility for crisis </li></ul></ul><ul><ul><li>Taking responsibility for the crisis </li></ul></ul>
  5. 5. Three Types Responses <ul><li>Instructing information </li></ul><ul><li>Adjusting information </li></ul><ul><li>Reputation repair </li></ul>
  6. 6. Instructing Information <ul><li>Help people cope physically with the crisis. </li></ul><ul><ul><li>How to protect themselves </li></ul></ul><ul><li>First concern </li></ul>
  7. 7. Adjusting Information <ul><li>Help people cope psychologically with a crisis </li></ul><ul><ul><li>Concern/sympathy </li></ul></ul><ul><ul><li>Correctives </li></ul></ul>
  8. 8. Reputation Repair <ul><li>Match to situation </li></ul><ul><li>Level of reputation threat </li></ul><ul><li>Primarily a function of crisis responsibility </li></ul>
  9. 9. Reputation Threat <ul><li>Base is the crisis type </li></ul><ul><ul><li>Victim </li></ul></ul><ul><ul><li>Accidental </li></ul></ul><ul><ul><li>Intentional </li></ul></ul><ul><li>Intensifiers </li></ul><ul><ul><li>Crisis history </li></ul></ul><ul><ul><li>Prior reputation/relationship history </li></ul></ul>
  10. 10. The Match <ul><li>Greater threat to the reputation </li></ul><ul><li>More response must be perceived to take responsibility </li></ul>
  11. 11. No Default to Apology <ul><li>Overreaction can cause stakeholder concern. </li></ul><ul><li>Overreaction is expensive. </li></ul><ul><li>Overreaction does not increase protection/repair of the reputation. </li></ul>
  12. 12. Strongest Response <ul><li>Apology or compensation </li></ul><ul><ul><li>Viewed equally for taking responsibility </li></ul></ul><ul><li>Need for intentional crises. </li></ul><ul><li>Need for accidental crises with </li></ul><ul><ul><li>Negative crisis history </li></ul></ul><ul><ul><li>Negative prior reputation </li></ul></ul>
  13. 13. Other Responses <ul><li>Instructing and adjusting go a long way to protect/repair reputations. </li></ul><ul><li>Excuse and justification can help with accidental crises. (Reinforces) </li></ul><ul><li>Victimage for victim crises. </li></ul><ul><li>Fight back against rumors and some challenges. </li></ul><ul><li>Bolstering is supplemental. </li></ul><ul><li>Avoid scapegoating. </li></ul>
  14. 14. SCCT <ul><li>Can integrate with other crisis research based on attribution theory. </li></ul><ul><li>Is predictive and prescriptive. </li></ul><ul><li>Can valid recommendation—moves beyond speculation. </li></ul><ul><li>Works as evidence based management. </li></ul>