W. Timothy Coombs

W. Timothy Coombs is a prominent communication scholar known for his work on crisis communication and public relations. He developed the Situational Crisis Communication Theory (SCCT), which helps organizations manage their reputation during crises by guiding how they should respond based on the situation. His research emphasizes understanding the nature of the crisis and the organization's past actions to effectively communicate with the public and mitigate damage. Coombs' contributions have been vital in shaping strategies for organizations to handle crises diplomatically and maintain trust with their stakeholders.