Crisis Communication Management: Applying | Theory To Real Cases Read Online

The crisis: A passenger, Dr. David Dao, was violently dragged off an overbooked flight. Videos went viral. Blood on his face. Other passengers screaming.

From Textbook to Trending: Applying Crisis Communication Theory to Real-World Cases The crisis: A passenger, Dr

Whether you're Tylenol (1982) recalling capsules perfectly or Boeing (2019) denying MCAS software flaws, the public uses a simple moral test: Are you choosing safety over money? People over process? Blood on his face

We all know the stats: 79% of PR pros have faced a crisis in the last five years. But knowing a crisis is likely and knowing how to handle one are two different things. People over process

In the classroom, we learn elegant models—Coombs’ Situational Crisis Communication Theory (SCCT), Benoit’s Image Repair Theory, and the simple 3Ps (People, Product, Process). In the real world, however, the CEO is panicking, Twitter is on fire, and the legal team is screaming, "Say nothing!"

The result: United stock dropped $1.4 billion in value. Munoz later called it a "humbling experience."