Timothy Coombs (scholar)

Timothy Coombs is a prominent scholar known for his work in crisis communication and public relations. He developed the Situational Crisis Communication Theory (SCCT), which helps organizations manage their response during crises. This theory offers strategies for how to communicate effectively to protect their reputation and maintain public trust. Coombs emphasizes understanding the situation and the audiences involved to tailor messages appropriately. His research guides professionals in navigating complex communication challenges, ensuring that organizations can recover from negative events while maintaining transparency and accountability.