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The Protective Powers of Crisis Response Strategies: Managing Reputational Assets During a Crisis
Abstract
This study examines how stakeholders perceive the various crisis response strategies identified in the Situational Crisis Communication Theory (SCCT). SCCT seeks to use research and theory to develop recommendations for the use of crisis response strategies. The crisis response strategies are matched to the nature of the crisis situation. The idea is to match the level of responsibility and aid to victims in the crisis response strategy that would be warranted by the crisis responsibility and reputational damage generated by the crisis situation. This study reviews previous research in SCCT, establishes the need to examine stakeholder perceptions of crisis response strategies, and examines how respondents perceive crisis response strategies in terms of accepting responsibility and helping victims. The results and implications confirm many of the ideas about crisis response strategies advanced in SCCT.
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“Crisis responsibility is used to determine the type of crisis a situation may be classified as, from victim crises, in which there are low attributions of crisis responsibility, to preventable crises, where there are high attributions of crisis responsibility (Coombs 2006).”
From Artificial Intelligence in Crisis Communication: Investigating Source Effects and Matched Crisis Responses on Stakeholder Perceptions (2026) · cites this paper as Coombs 2006
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Cited by
Shim, K., & Yang, S.-U. (2016) · Public Relations Review · doi:10.1016/j.pubrev.2015.11.009 · Cited by 207
“Coombs, 2006, Coombs, 2007a and Coombs, 2007b identifies a crisis as a reputational threat to an organization because it frequently stirs up negative publicity for corporations and, consequently, people tend to think negatively about an organization.”
BackgroundResponding to a Health Crisis on Facebook: The Effects of Response Timing and Message Appeal
Huang, Y., & DiStaso, M. (2020) · Public Relations Review · doi:10.1016/j.pubrev.2020.101909 · Cited by 63
Im, W. J., Youk, S., & Park, H. S. (2021) · Public Relations Review · doi:10.1016/j.pubrev.2020.102002 · Cited by 21
Schneider, E., Kyriakopoulos, V., Seo, Y., Hong, N., Lee, M., & Lim, J. S. (2026) · Corporate Reputation Review · doi:10.1057/s41299-026-00254-9 · Cited by 4
Niu, R., Eng, N., & Jin, Y. (2026) · Journal of Public Relations Research · doi:10.1080/1062726x.2026.2667179 · Cited by 2
Metadata
- Authors
- Coombs, W. T.
- Venue
- Journal of Promotion Management
- Publisher
- Informa UK Limited
- Published
- 2006-09
- Volume
- 12
- Issue
- 3-4
- Pages
- 241-260
- ISSN
- 1049-6491 (ISSN-L)
- 1540-7594
- OpenAlex
- W1905540416
- Cited by
- 418
- References
- 0
- FWCI
- 21.34
- Type
- journal article
- Language
- en
- Open access
- closed
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