SCCT Situational Crisis Communication Theory by Timothy Coombs 2007
Hier eine Kurzform-Erklärung der SCCT, einer etablierten Theorie zur Erklärung des Zusammenhangs von Krisenverantwortung, -verhalten und -effekt.
There is plenty of research being conducted in
order to determine the consequences of crisis communication. Coomb’s Situational Crisis Communication Theory
(SCCT) 2007 represents a theoretical framework to understand the connection
between crisis situations and response strategies. Coombs aim is to identify appropriate crisis
response strategies to sustain organizational reputation. The central issue of the SCCT is the crisis
responsibility.
It is clustered in three crisis types: the victim , Accidental, Intentional
Preconditions like the crisis history and the
prior reputation also play an important role when evaluating the threat of a
crisis.
Crisis Response strategies can be divided into
- Denial / attacking the accuser , (Sündenbock)
- Diminishment / Excusing
- Rebuilding / Apology
- Bolstering / Victimage
According to SCCT, PR managers are advised to
adopt more accommodative crisis response strategies (e.g., apology and
compensation) when the organization is believed to bear a higher level of
crisis responsibility.
Understanding the
effects of Twitter-based crisis communications strategies on brand reputation”
