strategic crisis communication theory
DESCRIPTION
Augments crisis communication case study of Air Force's reaction to having lost six nuclear missiles in 2007. Find the presentation at http://storify.com/higginbomb/lost-missiles-and-lost-messagesTRANSCRIPT
Lost Missiles, Lost Messages
Understanding Attribution Theory and Strategic Crisis Communication
Theory
A supplement to study’s research proposal, which is also attached to the presentation
Attribution Theory
• Attribution Theory states that “people assign responsibility for negative, unexpected events” -Coombs
• Organizations monitor how stakeholders assign responsibility– Level of perceived responsibility dictates how an
organization should respond• Three main considerations for gauging attribution:– Prior reputation/credibility– Crisis history– Type of crisis
Types of Crises• Strategic Crisis Communication Theory states there
are three types of crisis:– Victim
• Organization is the victim of some act• Tylenol employee adding cyanide to bottles• Low crisis responsibility
– Accidental• Natural disaster, plant fire, etc.• Low crisis responsibility
– Preventable• Human error• Exxon Valdez oil spill • Highest level of crisis responsibility
Determining Crisis Response Strategy
• Preventable crises require most aggressive crisis communication response– Admit to mistake
• Maj. Gen. Newton: “This was an unacceptable error…”• Personnel relieved of duty• We’ll make it right
– Apologize • Newton: This was “an isolated incident involving a limited
number of airmen.” • Distanced Air Force from error
– Newton’s standoffishness did not contribute to transparency