The Impact of Religion in Situational Crisis Communication Theory: An Examination of Religious Rhetoric and Religiosity

ABSTRACT Crisis communication scholars have not fully explored crises within religious organizations, including the impact of religious rhetoric in crisis responses or stakeholder’s religiosity. This study conducted a survey-experiment to examine recommended crisis response strategies, based on the Situational Crisis Communication Theory (SCCT), with and without religious rhetoric to explore the impact of religious rhetoric and religiosity on stakeholder’s skepticism, attitudes, trust, and supportive intentions. Results provide support for SCCT strategies and suggest that no religious rhetoric in post-crisis communication resulted in more supportive attitudes toward the organization. This study advances crisis communication theorizing by arguing that stakeholder identity – including religiosity – should be considered when responding to crises with a religious component, or crises within religious organizations.