Crisis Communication Management: Applying Theory To Real Cases Read — Online

The theory applied (badly first): Initially, JetBlue used (a low-responsibility response). "It's the weather." But SCCT says: Weather is a victim crisis, but the lack of contingency plans is a preventable crisis. By waiting 6 hours to cancel flights, JetBlue owned the blame.

| | Theory Behind It | Action Step | | :--- | :--- | :--- | | 1. Detect | Situational Awareness | Set up social listening alerts before the crisis. (JetBlue failed this.) | | 2. Acknowledge | SCCT (Victim cluster) | Respond in 1 hour. "We are aware of X and are investigating." Silence = Guilt. | | 3. Express Empathy | Image Repair (Mortification) | Say "We are sorry this happened" even before fault is determined. | | 4. State Facts & Action | Corrective Action | What broke? What are you fixing right now ? | | 5. Rebuild Trust | Two-way communication | Create a public timeline of fixes. Invite audits. (KFC’s "FCK" ad did this.) | The theory applied (badly first): Initially, JetBlue used

Pick a brand crisis from this week’s news. Ask: | | Theory Behind It | Action Step

Stakeholder theory says: Employees first, but truth always. Never write an internal memo you wouldn’t want on CNN. And never use euphemisms ("re-accommodate") for violence. Acknowledge | SCCT (Victim cluster) | Respond in 1 hour

The best crisis managers don't just memorize Coombs' 10 response strategies. They internalize one rule:

This piece synthesizes the core components of crisis communication study, moving from foundational theories to their application in landmark case studies.