Coombs’s Situational Crisis Communication Theory (SCCT)
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.
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