Beyond the snapshot: Rethinking crisis communication theories in dynamic crisis situations

Abstract

Traditional theories of crisis communication are often interpreted in ways that assume responsibility for a crisis is static. In such cases, response strategies are used as a "snapshot" to assess attributed crisis responsibilities under presumed static circumstances, which then define the most appropriate response strategies. This study challenges that notion, arguing that effective crisis responses must actively anticipate and adapt to evolving dynamics in ongoing crises. It explores the dynamics of assigned crisis responsibility through two key dimensions. First, the study addresses the dynamics that occur when perceptions of the cause of a crisis shift as new information becomes available. Second, it delves into the concept of shared responsibility, illustrating that accountability and assigned responsibility for a crisis may be distributed among various stakeholders as the crisis unfolds. Interactions among these stakeholders can change the dynamics by influencing perceived crisis responsibility. The study concludes that understanding these dynamics is crucial for effective crisis management, as they significantly impact stakeholder relations, public perception, and the choice of subsequent intervention strategies.