Timothy Coombs

Timothy Coombs is an influential scholar in the field of strategic communication, particularly known for his work on crisis communication. He developed the Situational Crisis Communication Theory (SCCT), which helps organizations effectively respond to crises by analyzing the situation and selecting appropriate strategies to manage public perception. Coombs emphasizes that how an organization communicates during a crisis can significantly impact its reputation and relationship with stakeholders. His research provides frameworks for understanding and addressing various crises, making it a valuable resource for public relations professionals and organizational leaders.