Stasis theory in crisis communication: a lesson learnt from Augustine of Hippo

Purpose This paper aims to examine the relevance of ancient rhetorical principles – specifically, stasis theory – for contemporary crisis communication. The study argues that situational crisis communication theory (SCCT) can be strengthened by integrating the hierarchical analytical structure of stasis theory to better address complex organizational crises. Design/methodology/approach The study uses a historical case study methodology, using Augustine of Hippo's responses to a series of reputational crises caused by clergy misconduct, particularly the “Januarius affair,” as a focal point. Through rhetorical analysis of Augustine's sermons and correspondence, the research examines how stasis theory enabled strategic, audience-specific crisis communication that addressed both organizational and personal reputational threats. Findings The analysis demonstrates that Augustine adapted his communication strategy based on contextual modifiers such as crisis history, stakeholders'’ identification with the organization and emotional reactions (moral outrage). Augustine varied his crisis response strategies – ranging from denial through diminish to rebuild – depending on the nature and severity of allegations and audience expectations. The study shows how stasis theory can nuance and operationalize SCCT's response categories, especially in complex or sticky crises. Originality/value This research contributes a novel, integrated framework for crisis communication that combines classical rhetoric with modern crisis theory. The study is the first, to the best of the authors’ knowledge, to systematically apply stasis theory to enhance SCCT, offering a principled approach to crisis communication strategy development. The implementation of this approach is complemented by a decision tree created to support practitioners in developing crisis-specific communication strategies.