Coombs' Situational Crisis Communication Theory

Coombs' Situational Crisis Communication Theory suggests that how a company responds to a crisis should depend on the specific situation and its causes. The goal is to protect the company's reputation by choosing the most appropriate response—whether to acknowledge responsibility, clarify facts, or demonstrate concern—based on the severity and type of crisis. Effective communication can help restore trust and reduce damage, but the response must be tailored to the circumstances. In essence, it emphasizes flexible, strategic responses aligned with the nature of the crisis to manage its impact effectively.