Publication
Beyond the snapshot: Rethinking crisis communication theories in dynamic crisis situations
Wouter Jong examines the limitations of traditional crisis communication theories, such as Situational Crisis Communication Theory (SCCT) and Image Restoration Theory (IRT), in guiding organisations through evolving crises.
- Author
- Wouter Jong
- Date
- 27 April 2025
- Links
- Read the full article here
While these frameworks often treat public perception as static, Jong argues that stakeholder attributions of responsibility frequently shift as new information emerges. Static strategies may therefore fall short in maintaining trust and credibility over time.
To address this gap, Jong introduces a practical framework that helps organisations anticipate and respond to changing perceptions during an ongoing crisis. By adjusting communication strategies as the situation evolves, organisations are better positioned to manage stakeholder expectations and protect their reputation.
The findings highlight the importance of treating perception as dynamic, urging crisis communicators to prepare for deteriorating circumstances and fluctuating blame. This approach enhances the relevance and usefulness of crisis communication theory in real-world practice.