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How Theory Informs Practice: Situational Crisis Communication Theory
W. Timothy Coombs, PhDNicholson School of Communication
University of Central Florida
Results from CCO IV
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Desired effect of communication
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Undesired effect
How do we know what makes crisis communication effective or ineffective?
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Observation(Practice)
Theory Development
Theory Testing
Application to Practice
Practice-Theory Relationship
Speculation Fact
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Enter Situational Crisis Communication Theory (SCCT)• SCCT is theory based approach• Social scientific principles to test relationships and predictions
SCCT
• People attribute causes to events• Critical to understand the crisis situation to gain benefits and avoid
problems with crisis communication
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Crisis Responses
First• Instructing Information• (Public Safety)
Second• Adjusting Information• (Public Welfare)
Third• Reputation Management
Public Safety
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Public Welfare
The Ethical Base Response
• Instructing• AdjustingvCorrective actionvSympathy
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Reputation Management:Assess Threat Level
Determine Crisis Type
Check for Intensifiers
Crisis Type and Reputation Threat
Threat LevelLow High
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Intensifiers
Velcro Effect
• History of crises intensifies crisis responsibility• Negative relational reputation intensifies crisis responsibility• Positives of limited value (no real halo)
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Crisis Response Strategies:Accommodation Intensity & Cost
Deny
DiminishRebuild
Matching Situation and Response
Threat Accommodation
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Why it works
• Crisis response repairs trust, helps to rebuild reputation
Short Term Effects•Lessen Reputation Damage•Lessen Anger•Lessen Anxiety•Alter Media Coverage (Tone & Amount)
Long Term Effects• Quicker Reputation Recovery• Lessen Effect on Purchase Intention• Lessen Negative Word-of-Mouth• Share price
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Media Coverage
HighNegative
HighPositive
LowNegative
LowPositive
Highlights
AngerNegativeWord-of Mouth
Anxiety PurchaseIntention
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Crisis Communication Traps
Apology• Can increase damage in minor
crises (overkill)• Can increase damage in
ambiguous crises such as product harm
• Similar strategies can work just as well (compensation and sympathy)
Denial• Temptation to avoid the crisis• Any responsibility intensifies
damage• Never scapegoat
Timing of Communication & Reputation
• Best: Organization reports crisis first• Worst: Organization knew of problem but delayed
action
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Open questions for crises in low trust environments• How quickly does effective crisis communication restore a reputation?• Can a crisis enhance a reputation with effective crisis communication?
• When and how?
• How does social media affect crisis communication?• More asset or liability?
Questions?
http://www.instituteforpr.org/topics/crisis-management-and-communications/Crisis Management and Communication EntryInstitute for Public Relations