The result: United stock dropped $1.4 billion in value. Munoz later called it a "humbling experience."
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 result: United stock dropped $1
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: By waiting 6 hours to cancel flights, JetBlue
Don't just look at the cause (weather). Look at your response to the cause. If your process fails, SCCT demands an apology, not an excuse. Theory 2: Image Repair Theory (Benoit) The Rule: When your reputation is damaged, you have five options: Denial, Evading Responsibility, Reducing Offensiveness, Corrective Action, or Mortification (full apology). And never use euphemisms ("re-accommodate") for violence
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.
The theory applied (horrifically wrong): United’s CEO, Oscar Munoz, sent an email first—which leaked immediately. He called Dr. Dao "disruptive and belligerent." That was victim-blaming (a violation of SCCT's victim cluster). Then his public statement "re-accommodated" the passenger.