Strategic Communication 101: Crisis Communication Situational Crisis Communication Theory SCCT Coombs Crisis types response strategies

What This Is

Situational Crisis Communication Theory (SCCT) is a strategic communication framework developed by Timothy Coombs that helps organizations respond to crises by matching their response strategies to the severity and type of crisis. A crisis can be a threat to an organization's reputation, relationships, or bottom line, as seen in Johnson & Johnson's Tylenol recall in 1982. The company's swift and transparent response, including a nationwide recall and a new tamper-evident cap, set the gold standard for crisis communication and saved the brand from a potentially devastating crisis.

Key Theories & Models

• Image Repair Theory (Benoit): Five strategies to repair an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity and evidence of the crisis. For example, in the case of the Pepsi Kendall Jenner ad, which was criticized for co-opting the Black Lives Matter movement, a mortification strategy (acknowledging and apologizing for the mistake) might be more effective than denial or evasion.
• PESO Model: A framework for planning integrated campaigns across four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). This model helps organizations allocate resources and measure the effectiveness of their crisis communication efforts.
• Crisis Types: SCCT categorizes crises into five types: victim, accidental, intentional, and situational. Each type requires a different response strategy. For example, in the case of the Cambridge Analytica scandal, which was an intentional crisis, a response strategy that focuses on corrective action and transparency might be more effective than a strategy that focuses on reducing offensiveness.
• Crisis Response Strategies: SCCT identifies four response strategies: denial, evasive action, mortification, and corrective action. Each strategy has different implications for an organization's reputation and relationships. For example, in the case of the Nike Colin Kaepernick ad, which was criticized for its perceived politicization of sports, a mortification strategy (acknowledging and apologizing for the controversy) might be more effective than denial or evasive action.
• Crisis Communication Plan: A plan that outlines the organization's response to a crisis, including the response strategy, communication channels, and key messages. A well-crafted crisis communication plan can help organizations respond quickly and effectively to a crisis.
• Crisis Communication Team: A team that is responsible for developing and implementing the crisis communication plan. The team should include representatives from various departments, such as communications, marketing, and public relations.
• Crisis Communication Metrics: Metrics that measure the effectiveness of a crisis communication effort, such as media coverage, social media engagement, and public opinion. These metrics can help organizations evaluate the success of their crisis communication efforts and make adjustments as needed.

Step-by-Step Application

1. Assess the Crisis: Determine the severity and type of crisis, and identify the key stakeholders and their interests.
2. Develop a Crisis Communication Plan: Outline the response strategy, communication channels, and key messages.
3. Establish a Crisis Communication Team: Assemble a team that includes representatives from various departments.
4. Implement the Crisis Communication Plan: Execute the plan, including issuing press releases, responding to media inquiries, and engaging with stakeholders on social media.
5. Monitor and Evaluate the Crisis Communication Effort: Track metrics, such as media coverage and public opinion, to evaluate the effectiveness of the crisis communication effort.
6. Adjust the Crisis Communication Plan: Based on the evaluation, make adjustments to the plan as needed to ensure that the organization's response is effective and efficient.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is a strategic communication discipline that aims to build and maintain relationships between an organization and its stakeholders. It involves a range of activities, including media relations, crisis communication, and reputation management.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, regardless of its size or reputation. It's essential to have a crisis communication plan in place to ensure that the organization is prepared to respond quickly and effectively.
• Misconception: "Crisis communication is just about issuing a press release."
• Correction: Crisis communication involves a range of activities, including media relations, social media engagement, and stakeholder outreach. It requires a strategic and coordinated approach to manage the crisis and maintain the organization's reputation.

Exam / Accreditation Tips

• Typical Case-Study Prompts: Exams may include case studies that require you to develop a crisis communication plan or respond to a crisis scenario.
• Tricky Distinctions: Be able to distinguish between different crisis response strategies, such as denial, evasive action, mortification, and corrective action.
• Strategic Thinking: Demonstrate strategic thinking by considering the organization's goals, stakeholders, and reputation when developing a crisis communication plan.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Assess the crisis and determine the severity and type of crisis. 2. Develop a crisis communication plan that includes a response strategy, communication channels, and key messages. 3. Establish a crisis communication team that includes representatives from various departments.

Rationale: The first three steps are essential to ensure that the organization responds quickly and effectively to the crisis. Assessing the crisis helps to determine the severity and type of crisis, which informs the response strategy. Developing a crisis communication plan ensures that the organization has a coordinated approach to managing the crisis. Establishing a crisis communication team ensures that the organization has the necessary resources and expertise to respond to the crisis.

Last-Minute Cram Sheet

• SCCT: Situational Crisis Communication Theory
• Image Repair Theory: A framework for repairing an organization's image after a crisis
• PESO Model: A framework for planning integrated campaigns across four categories: Paid, Earned, Shared, and Owned
• Crisis Types: Victim, accidental, intentional, and situational
• Crisis Response Strategies: Denial, evasive action, mortification, and corrective action
• Crisis Communication Plan: A plan that outlines the organization's response to a crisis
• Crisis Communication Team: A team that is responsible for developing and implementing the crisis communication plan
• Crisis Communication Metrics: Metrics that measure the effectiveness of a crisis communication effort
• APR: Accreditation in Public Relations
• PRSA: Public Relations Society of America
• ICCO: International Communications Consultancy Organisation
• ⚠️ "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion.