ABSTRACT

The purpose of crisis communication is twofold, to help practitioners manage information about the crisis and to help manage the meaning of the crisis for stakeholders. SCCT categorizes crises into three crisis clusters (i.e., victim, accidental, and preventable) using attributions of crisis responsibility and moral outrage to form the clusters. Managers can choose between different crisis interventions ranging from defensive (not accepting responsibility for the crisis) to accommodative (accepting full responsibility for the crisis). Crisis response strategies have limitations as well. It is, therefore, important that practitioners consider the short-term versus the long-term effects of a crisis intervention.