Situational Crisis Communication Theory

Situational Crisis Communication Theory (SCCT) is a framework that helps organizations respond to crises effectively. It emphasizes that the type of crisis and how people perceive it influence the best communication strategies to use. By understanding factors like the organization's responsibility for the crisis and the public's emotions, leaders can tailor their messages to regain trust. SCCT suggests that appropriate responses, such as taking responsibility or showing concern, can mitigate damage to reputation and foster recovery, ensuring that communication aligns with the situation at hand.