The Protective Powers of Crisis Response Strategies

Abstract This study examines how stakeholders perceive the various crisis response strategies identified in the Situational Crisis Communication Theory (SCCT). SCCT seeks to use research and theory to develop recommendations for the use of crisis response strategies. The crisis response strategies are matched to the nature of the crisis situation. The idea is to match the level of responsibility and aid to victims in the crisis response strategy that would be warranted by the crisis responsibility and reputational damage generated by the crisis situation. This study reviews previous research in SCCT, establishes the need to examine stakeholder perceptions of crisis response strategies, and examines how respondents perceive crisis response strategies in terms of accepting responsibility and helping victims. The results and implications confirm many of the ideas about crisis response strategies advanced in SCCT. Key Words: Crisis communicationreputationresponse strategiesSituational Crisis Communication Theory (SCCT)stakeholder