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

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

Stakeholder theory says: Employees first, but truth always. Never write an internal memo you wouldn’t want on CNN. And never use euphemisms ("re-accommodate") for violence. The Real-World Framework (Your Cheat Sheet) When you leave the classroom, you won't have time to Google "SCCT matrix." Use this simplified, case-tested workflow instead: The result: United stock dropped $1

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. And never use euphemisms ("re-accommodate") for violence

The theory applied (badly first): Initially, JetBlue used (a low-responsibility response). "It's the weather." But SCCT says: Weather is a victim crisis, but the lack of contingency plans is a preventable crisis. By waiting 6 hours to cancel flights, JetBlue owned the blame. The theory applied (badly first): Initially, JetBlue used

The crisis: KFC switched delivery partners to DHL. It went horribly wrong. Hundreds of UK stores ran out of chicken. #KFCCrisis trended globally. Angry customers posted photos of locked KFC signs next to "finger lickin’ good" slogans.

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