Controllability

Definition

Controllability refers to the degree to which an organization can manage or influence a crisis situation and its outcomes. In the context of crisis communication, it emphasizes the importance of perceived control over the crisis, which affects stakeholders' evaluations of the organization's response and reputation. Organizations that demonstrate high levels of controllability are often viewed more favorably by the public, as they are seen as taking proactive steps to address and mitigate the impact of the crisis.

5 Must Know Facts For Your Next Test

1. High controllability often leads to more favorable public perceptions of an organization's crisis response, improving trust and reputation.
2. Organizations that take accountability during crises tend to be viewed as more controllable, which can mitigate negative effects.
3. The degree of controllability can vary based on the nature of the crisis; for example, natural disasters may be perceived as less controllable than man-made crises.
4. Effective communication during a crisis enhances perceived controllability, as stakeholders want to see timely and transparent information from organizations.
5. In Situational Crisis Communication Theory (SCCT), controllability plays a critical role in determining the appropriate response strategies based on how much control an organization has over the situation.

Review Questions

• How does the perception of controllability influence stakeholder reactions during a crisis?
  • Perceived controllability is crucial because it shapes how stakeholders evaluate an organization's response to a crisis. When an organization demonstrates high controllability, stakeholders are likely to view its actions more favorably, leading to increased trust and reduced reputational damage. Conversely, if an organization is perceived as having low controllability, stakeholders may assign blame and react negatively, further complicating the organization's recovery efforts.
• What role does controllability play in determining appropriate crisis response strategies according to SCCT?
  • In SCCT, controllability is a key factor in deciding which crisis response strategies to implement. If an organization is perceived as responsible for the crisis, it should adopt strategies that emphasize accountability and corrective action. However, if the crisis is seen as uncontrollable or due to external factors, organizations might focus more on damage control and reputation management. This strategic alignment with perceptions of controllability helps optimize stakeholder responses.
• Evaluate how an organization's demonstration of controllability during a crisis can impact its long-term reputation.
  • An organization's ability to demonstrate controllability during a crisis significantly affects its long-term reputation. When organizations actively manage crises through effective communication and decisive action, they foster trust and loyalty among stakeholders. This positive perception can lead to enhanced reputation over time, even in the face of adversity. In contrast, failure to exhibit controllability can result in lasting reputational harm, as stakeholders may perceive the organization as incompetent or untrustworthy in handling challenges.

Related terms

Crisis Responsibility: The perception of who is to blame for a crisis, which can heavily influence public response and organizational reputation.

Reputation Management: The practice of shaping public perception and managing stakeholder relationships, particularly during and after a crisis.

Crisis Response Strategies: The specific actions and communication tactics employed by organizations to address a crisis effectively.