Crisis Response vs Crisis Cluster: A Test of Situational Crisis Communication Theory on Crisis with Two Crisis Clusters in Indonesian Public Relations

Abstract

Situational crisis communication theory (SCCT) is applied in this research to evaluate Air Asia crisis responses. The research tests whether crisis responses are consistent with the SCCT premise related to situation when a crisis has more than one cluster. SCCT argues that in this case, organisation's crisis response strategy is adjusted according to the crisis clusters. The crisis manager can use a defensive strategy for victim cluster and an accommodative strategy when the company has intentional cluster. From the premise, the researchers formulates a proposition: because of having two crisis clusters (victim and intentional clusters), the crisis response strategies of Air Asia are defensive and accommodative. This study analyses both news and press releases on the selected crisis. The content analysis of media news reveals that the company has both intentional and victim clusters, although the intentional cluster is reported more frequently. Content analysis of the company's press releases identifies that the response strategies are accommodative and bolstering instead of accommodative and defensive. Accommodative strategy is used because most public attributions appeared to be intentional, while a defensive strategy is not applied because the media rarely reported the event as victim cluster. As a result, the company were able to successfully deal with the crisis. It can be concluded that a company with two crisis clusters should choose the relevant crisis response strategy in accordance with the type of the cluster in the public domain.

Disaster Information Media in ASEAN Countries: A Paired Comparison Method

“…The three strategies will greatly assist institutions of disaster management in conveying information to the media. This is because how information about crises is framed in the media will determine how the public views the institution (Coombs, 2007;Kriyantono & Mckenna, 2019). CONCLUSION ASEAN countries use the same disaster information media, namely, print and electronic media.…”

“…(7) Using posture crisis as rejection crisis strategies. (8) Must be consistent in developing crisis response strategies (Coombs, 2007;Kriyantono & Mckenna, 2019).…”

“…The main response to what must be done according to the primary crisis response strategies first is to make the clear justification that a crisis has happened, and therefore some actions must be taken to reduce the risk posed by the crisis, followed by carrying out the formation of the rebuild crisis response strategies. This is done by making an apology statement and taking full responsibility for the crisis, and then rebuilding the damage caused, and providing compensation to the victims (Coombs, 2007;Kriyantono & Mckenna, 2019).…”

“…2The accidental cluster, which is an accident resulting from technical errors, a technology or equipment failure causing an industrial accident. (3) The intentional cluster, an accident caused by human error, which is also considered as an intentional mistake (Coombs, 2007;Kriyantono & Mckenna, 2019).…”

“…3Rebuilding crisis response strategies, making a statement of apology and taking full responsibility for the crisis, then rebuilding the damage and providing compensation to the victim. In this strategy, it is also necessary to be informed that institutions of disaster management are part of the victims, and need to be reminded of the good past work done by them (Coombs, 2007;Kriyantono & Mckenna, 2019).…”