Crisis communications as a model for the development of theory and practice

A recent conversation between crisis communications experts Dr. W. Timothy Coombs and Rod Cartwright addressed contemporary aspects of theory and practice.

Dr. W. Timothy Coombs is best known for developing Situational Crisis Communication Theory (SCCT). He’s an inspiring practitioner who bridges research and practice, supporting organisations with training, consulting and research and as the author of several books.

SCCT has influenced crisis management planning and response over the past decade and inspired a generation of researchers to test and build on the work empirically. It exemplifies practice and theory working together to support best practice.

Coombs joined Rod Cartwright for a CIPR Crisis Communications network breakfast webinar last week, sharing insights into his groundbreaking work.

SCCT categorises crisis events into three areas: victim, accidental and preventable. Coombs explained how SCCT connects these crisis types with appropriate response strategies, ensuring targeted and effective communication and engagement.

Coombs developed SCCT by studying how organisations responded to crisis events and applied attribution theory from social psychology to build a planning and decision-making framework.

While SCCT has been criticised for oversimplifying crisis events, it represents a significant advancement over previous theoretical approaches. Earlier frameworks often relied on rigid, linear command-and-control structures, whereas SCCT is a more nuanced and adaptable model.

Coombs noted the increasing interconnectedness of risk leading to the so-called state of permacrisis, citing examples such as the COVID-19 pandemic, geopolitical tensions and climate change.

He said that most crises result from poor organisational culture. They are internally driven, often stemming from lapses in ethics, compliance or safety practices.

Both Cartwright and Coombs highlighted the importance of empathy in crisis response. Traditionally, organisations have prioritised reputation management over addressing the needs of people and communities affected by a crisis.

Coombs stressed that effective crisis communication goes beyond operational responses, requiring genuine understanding and compassion for those affected. He argued that an emotional response should guide both the tone and substance of communication.

Coombs said that crisis communication is about more than managing a single event. It's about maintaining a strategic focus and building lasting relationships with stakeholders.

Thanks to the CIPR Crisis Communications network, Timothy Coombs and Rod Cartwright for an excellent event and conversation.