Situational Crisis Communication Theory (SCCT) is a framework that helps organizations understand how to effectively communicate during crises by considering the context of the situation and the organization's past behaviors. This theory emphasizes the importance of assessing the crisis type, stakeholders' perceptions, and appropriate messaging strategies to maintain or restore trust and reputation. It connects directly to communication planning, media relations, and stakeholder strategies by providing a structured approach to crisis communication based on situational variables.
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