Proposed by William L. Benoit, this theory focuses on specific strategies to restore a damaged reputation, including mortification (apology), corrective action (fixing the problem), and evasion of responsibility.
| Factor | United Airlines | Zoom | |--------|----------------|------| | Initial response speed | Slow (2 days for apology) | Fast (hours) | | Tone | Defensive, victim-blaming | Empathetic, accountable | | Platform use | Reactive TV interviews | Proactive Twitter, blog, LinkedIn | | Theory alignment | SCCT failed initially | SCCT + SMCC aligned | | Reputation outcome | Severe damage | Enhanced trust | Proposed by William L
When a crisis is caused by human error or management failure, the strategy must be . Proposed by William L. Benoit