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International Journal of Interdisciplinary Research

Table 3 Crisis response strategies of Situational Crisis Communication Theory

From: Global fashion retailers’ responses to external and internal crises during the COVID-19 pandemic

Response option

Response strategy

Details of the strategy

Deny Response Option

Attack the accuser

Crisis manager confronts the person or group claiming that something is wrong with the organization

The organization threatened to sue those who claim that a crisis occurred

Denial

Crisis manager asserts that there is no crisis

The organization says that no crisis event occurred

Scapegoat

Crisis manager blames some person or group outside of the organization for the crisis

The organization blames the supplier for the crisis

Diminish Response Option

Excuse

Crisis manager minimizes organizational responsibility by denying intent to do harm and/or claiming inability to control the events that triggered the crisis

The organization says that it did not intend for the crisis to occur and that accidents happen as part of the operation of any organization

Justification

Crisis manager minimizes the perceived damage caused by the crisis

The organization says the damage and injuries from the crisis were very minor

Deal Response Option

Ingratiation

Crisis manager praises stakeholders and/or reminds them of past good works done by the organization

The organization thanks stakeholders for their help and reminds stakeholders of the organization’s past effort to help the community and to improve the environment

Concern

Crisis manager expresses concern for the victims

The organization expresses concern for the victims

Compassion

Crisis manager offers money or other gifts to the victims

The organization says that it felt bad that the crisis incident occurred

Regret

Crisis manager indicates the organization feels bad about the crisis

The organization says that it felt bad that the crisis incident occurred

Apology

Crisis manager indicates that the organization takes full responsibility for the crisis and asks stakeholders for forgiveness

The organization publicly accepts full responsibility for the crisis and asks stakeholders to forgive the mistake