Situational Crisis Communication Theory (SCCT)

Abstract

Coombs presents a review of the Situational Crisis Communication Theory (SCCT) that updates the current conceptualization of the theory. He reviews the basic elements of SCCT including crisis types and contextual modifiers. Coombs then explores some common errors that occur when researchers are applying SCCT. Misapplication and misuse of theories matters because that research produces flawed results that can enter the body of knowledge. Coombs identifies how such flawed results have occurred in a small number of studies using SCCT. Two prominent misapplications are claiming SCCT recommends using denial for any crisis type used outside of situations involving misinformation and overlooking SCCT's recommendation that the ethical base response (adjusting and instructing information) should be the first response in any crisis. Coombs ends by reviewing future research direction for SCCT including the need to refine the understanding of crisis interventions and crisis outcomes. This chapter has parallels to Chapter 12 by Frandsen and Johansen that examines how Rhetorical Arena Theory is still growing and developing.

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