Response To Threats, Using The Situational Crisis Communication Theory

Examine how organisations respond to threats, using the Situational Crisis Communication Theory by Coombs (2007)

William Coombs, an American professor from the Nicholson School of Communication in America produced the Situational Crisis Communication Theory (SCCT) in 2007. This strategic framework for crisis managers provided the ability to analyse both reputational threat and the effect stakeholders have from response strategies on their business. According to the Oxford Dictionary the definition of threat states “A statement of an intention to inflict pain, injury, damage, or other hostile action on someone in retribution for something done or not done” (Oxford Dictionary, 2015). The four-stage framework by Coombs is supported by “scientific

Stage three of the SCCT model requires a primary or secondary response strategy based on the result of previous steps of the model along with appropriate responses required to minimise the effect of the crisis on an organisation. Upon receipt of the crisis News of the World conducted primary responses of Scapegoat to blame the relevant editors of the unlawful & unethical business practices. A 2nd primary response strategy was compensation where $1.1 million was provided in compensation for no claim on various confidential phone hacking incidents (BBC, 2012). According to William Coombs it is imperative that within a response strategy “managers present ‘their side of the story’ to media” and “managers who have had positive relationships with stakeholders can draw upon that goodwill”(Coombs, 2007). Both strategies were not undertaken with News of the World being closed in 2011 due to the crisis. The main concern of this crisis is it not only dramatically reduces the reputation and responsibility of News of the World but will also affect News Limited negatively. The action of subsidiary closure admits to the marketplace that the organisation accepts full responsibility of unlawful actions with their ethical performance and standards now in question for future along with criminal convictions. By providing the

This report clearly provides a logical sequence into how the Situational Crisis Communication Theory produced by William Coombs in 2007 can be used to effectively control crisis management. The report also shows clearly the steps News of the World/News Limited undertook to let the crisis develop excessive reputation loss resulting in business closure. By adding case studies to this crisis model it will further enhance guidance and reliability of appropriate management