Situational Crisis Communication Theory (SCCT)

Situational Crisis Communication Theory (SCCT) is a framework that helps organizations manage their communication during crises. It posits that the response strategy should be tailored to the specific situation and perceived responsibility of the organization. SCCT identifies various types of crises, such as those caused by intentional wrongdoing or accidents, and recommends strategies—like denial, apology, or compensation—that align with the organization's level of culpability. By effectively managing communication, organizations can protect their reputation and maintain trust with stakeholders during challenging times.