The Situational Crisis Communication Theory (SCCT)

Situational Crisis Communication Theory (SCCT) is a framework used to guide how organizations should respond to crises. It highlights that the appropriate response depends on the nature of the crisis and the organization’s perceived responsibility for it. SCCT categorizes crises into different types, such as those caused by human error or natural disasters, and suggests communication strategies that can help protect the organization’s reputation. By understanding the situation and audience perceptions, organizations can effectively manage their messages to maintain trust and minimize damage during challenging times.