Lost Missiles, Lost Messages

Understanding Attribution Theory and Strategic Crisis Communication

Theory

A supplement to a presentation on crisis communicationhttp://bit.ly/AD9xya

Attribution Theory

• Attribution Theory states that “people assign responsibility for negative, unexpected events”

-Timothy Coombs

• Organizations monitor how stakeholders assign responsibility– Level of perceived responsibility dictates how an

organization should respond• Three main considerations for gauging attribution:– Prior reputation/credibility– Crisis history– Type of crisis

Types of Crises• Strategic Crisis Communication Theory states there

are three types of crisis:– Victim

• Organization is the victim of some act• Tylenol employee adding cyanide to bottles• Low crisis responsibility

– Accidental• Natural disaster, plant fire, etc.• Low crisis responsibility

– Preventable• Human error• Exxon Valdez oil spill • Highest level of crisis responsibility

Determining Crisis Response Strategy

• Preventable crises require most aggressive crisis communication response– Admit to mistake

• Maj. Gen. Newton: “This was an unacceptable error…”• Personnel relieved of duty• We’ll make it right

– Apologize • Newton: This was “an isolated incident involving a limited

number of airmen.” • Distanced Air Force from error

– Newton’s standoffishness did not contribute to transparency