Module 7: Overview
This module provides a comprehensive framework for managing and restoring organisational reputation during and after a crisis. It begins by examining the perception gap, the disconnect between how an organisation views a crisis and how stakeholders perceive it, highlighting the reputational risks that can emerge when this gap is ignored.
We explore three academic models critical to crisis communications: Situational Crisis Communication Theory (SCCT), which links perceived responsibility to message strategy; Social Mediated Crisis Communication (SMCC), which explains the role of social media in shaping crisis narratives; and the Honeycomb Model, which outlines key elements of digital communication.
A strong crisis response depends on five core criteria:
- Crisis Origin – understanding where the crisis began;
- Crisis Type – recognising perceived responsibility (Victim, Accidental, or Preventable);
- Organisational Infrastructure – structuring message development and delivery effectively;
- Message Strategy – selecting from Deny, Diminish, Rebuild, Bolster, or Basic Information;
- Message Form – tailoring tone, emotion, and delivery to suit the audience.
The module thoroughly covers each of these criteria, supported by real-world case studies. Lessons provide practical insights into how stakeholder perception, prior reputation, and emotional intelligence (information seeking, information sharing, emotional reaction, and Accepting responses) influence outcomes. By mastering these strategies, crisis teams can protect stakeholder trust, preserve brand integrity, and facilitate recovery with credibility and transparency.