Coombs’s Situational Crisis Communication Theory (SCCT)

Assignment Details


Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Coombs’s Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. In relation to a chosen organisational crisis use the model to evaluate the communication strategy adopted by your chosen organisation. in relation to the SCCT framework and answer the following questions.

1. What response strategies did the organisation utilise?
2. What was the dominant, or most frequently used, crisis communication strategy from the SCCT?
3. Who was most frequently used directed speaker?
4. How did message strategies vary among speakers?
5. How did message strategies vary over time?
6. How did the organisation follow the SCCT model in response strategy selection?
7. Critically evaluate the communication response with regard to its success in protecting the reputation of the organisation and state what (if anything) you would have done differently to improve the outcome

The word limit is 2,000 words (+/-10%). This excludes footnotes but includes quotations. The word count must be printed on the top right hand corner of your work.


• You must answer the questions set
• You must keep to the word limit of 2,000 words
• You must demonstrate that you have met the learning outcomes
• As you construct and present your answers, consider the assessment criteria

Presentation Instructions

It is your responsibility to ensure that your work is neatly and accurately presented.

The work must be:
• Word-processed
• Single sided
• 1.5 or double line spaced
• Ariel 12 point font
• Justified
• Page numbered
• On A4 paper
• Margins left and right 3cm
• Stapled together at the top left-hand corner
• Attached to a cover sheet.

Marks may be deducted for failure to follow these instructions. Please look at the Student Guide to Assessment for more information.


All academic writing must be referenced. If you use other people’s ideas without referencing them you are plagiarising their work.


Use the Harvard system of referencing within your text. This will take the form: surname, year of publication, page number, and is enclosed within brackets, for example (Bradley 1998, 277). At the end of your work you should provide an alphabetical list of all the works you cite.


Use the Numeric System of referencing within your text. At every point in the text where a reference is made, insert a number (in brackets or superscript) and then list the references numerically at the end of your work,

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