ABSTRACT
This chapter explores the impact of crisis response strategies using the 2011 NBA lockout for context. It presents that existing empirical research exploring the effectiveness of specific communication strategies is explored before the four-factor pre-test, post-test design. The chapter examines an existing, long-term crisis event-the NBA lockout-as a framework for testing selected SCCT crisis response strategies. It attempts to address some of the limitations noted in SCCT literature. The chapter examines an existing, long-term crisis via experimental methods to explore how the crisis was perceived among participants who were also organizational stakeholders. It explores how a history of lockouts impacted perceptions of the NBA's reputation. The chapter also explores how professional sport may provide a unique context for studying reputation, while finding stakeholder investment may be important when applying SCCT strategies.
