Role of Situational Crisis Communication Theory in Telecommunication Crises: An Analysis

Telecommunications companies are encountering a growing array of crises. The Situational Crisis Communication Theory (SCCT) offers a framework that takes into account the specific context of a crisis. Thus, the main objective of the study was to review the crisis communication plans for effective use of SCCT principals. The study was descriptive in nature so the qualitative in approach was used. The sample size was four public relations officers from telecommunication companies. The semi-structured interview was conducted. These interviews followed a protocol containing open-ended questions about crisis management strategies and work experiences. Collected data was analyzed by using the content analysis. The findings reveal notable variations in crisis communication strategies among the selected companies. Some organizations adopt a proactive and transparent approach, providing regular updates while others exhibit a more reactive and defensive stance, leading to potential reputational damage. The recommendations of the study were to emphasize the importance of aligning crisis communication efforts with organizational values and maintaining transparency.