Strategic Crisis Communication Theory

Strategic Crisis Communication Theory

• 1.
  Lost Missiles, LostMessages Understanding Attribution Theory and Strategic Crisis Communication Theory A supplement to study’s research proposal, which is also attached to the presentation
• 2.
  Attribution Theory •Attribution Theory states that “people assign responsibility for negative, unexpected events” - Coombs • Organizations monitor how stakeholders assign responsibility – Level of perceived responsibility dictates how an organization should respond • Three main considerations for gauging attribution: – Prior reputation/credibility – Crisis history – Type of crisis
• 3.
  Types of Crises • Strategic Crisis Communication Theory states there are three types of crisis: – Victim • Organization is the victim of some act • Tylenol employee adding cyanide to bottles • Low crisis responsibility – Accidental • Natural disaster, plant fire, etc. • Low crisis responsibility – Preventable • Human error • Exxon Valdez oil spill • Highest level of crisis responsibility
• 4.
  Determining Crisis ResponseStrategy • Preventable crises require most aggressive crisis communication response – Admit to mistake • Maj. Gen. Newton: “This was an unacceptable error…” • Personnel relieved of duty • We’ll make it right – Apologize • Newton: This was “an isolated incident involving a limited number of airmen.” • Distanced Air Force from error – Newton’s standoffishness did not contribute to transparency