Situational Crisis Communication Theory


Situational Crisis Communication Theory (SCCT) suggests that crisis managers should act in a way that saves an organization from potential reputational harm in case of a crisis. SCCT offers a framework for understanding all the dynamics linked to a crisis. Based on specific factors in a crisis that might shape a reputational threat (such as the organization’s responsibility for the crisis, its crisis history and potential prior negative reputation), and a differentiation in crisis types (mainly focusing on whom the responsibility for a crisis can be attributed), an organization can select a specific response strategy to protect itself against negative reactions to a crisis and subsequent reputational harm.

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