Impact of past crises on current crisis communication: insights from Situational Crisis Communication Theory.

Previous research based upon Situational Crisis Communication Theory (SCCT) indicates that an organization's past crises history affects the reputational threat pos through a current crisis when that crisis originates from intentional acts by the organization. The research reported on in this article provides a wider proof of crisis history to better assess its character in crisis communication. Results from the not away investigation showed that a history of similar crises intensified the reputational threat of a common crisis even when the crisis arose from the victimization of the organization or from an accident, rather than from the organization's intentional acts. The