The prime objective of the current study is to investigate the impact of a crisis on the organizational reputation. For this purpose, the study has employed the Coombs’ situational CC theory (SCCT). Using a case which involved the death of a witness during an interrogation by the government agency; this study analyzed the development of the crisis situation as it unfolded. Subsequently this study assesses the attribution of crisis responsibility three and a half years after the crisis erupted, in order to get a clear picture of its impact on an organization’s reputation. Through the lens of SCCT theory, the present study examines employees’ perceptions of the attribution of crisis responsibility and the relevant organization’s reputation in the context of a preventable crisis. This study attempts to enrich the existing body of knowledge by expanding and developing the SCCT theory in reducing reputational threats. In this study, employees’ positive perceptions may be due to the fact that they think the crisis as something that is manageable and can be controlled. Crisis responsibility as the predictor in the study indicates that even though the origin of the crisis is unknown and to date, the cause is still uncertain, public servants view circumstances, not UAE POLICE, as being responsible for the crises.

The aim of this study is to measure employees’ perceptions of UAE police’s reputation. Even though these perceptions are formed in the public domain, this study focused on the public sector employees’ evaluation of the Commission’s reputation and credibility. This is solely because they work in it and will be directly affected by negative perceptions, as evident in most alternative media and blogs. Like many other organizations, employees and other internal stakeholders know the organization better than the outsiders, so measuring their perceptions is essential. This study attempts to reflect how UAE police, through its charismatic leadership communication and organizational credibility, earns the trust and confidence of its employees in times of crisis, which is further reflected in its reputation. The present study chooses the situational crisis communication theory to develop its theoretical framework. Originating in attribution theory, the SCCT has been widely used in crisis communication research to test the link between crisis situation and crisis response strategies. The study has employed the SEM-PLS is statistical technique for the analysis of the data. The findings of the study have provided support to the hypothesized results.